I hardly know anyone who doesn't like strawberries. When it comes to strawberries, I hardly know any fruit that can be so deceptive. By that I mean: the individual fruit may be bright red and super ripe judging by the eyes - but when you eat it, it's bland and tasteless and just watery. Not all strawberries, of course, but certain ones that were harvested too early are. The same fruit in the same colour but straight from the field are usually, sweet, delicious, super fine. So the exterior - the supposedly ripe colour and maybe even the enticing fragrance - can pretend to be something completely different than what is really there. In the case of strawberries, this is partly because of our impatience: because consumers don't like to wait until the berries are actually ripe. Time is a quality killer. This is not only true for fruit. That's why good things take time.