During the past 10 years, the Florida strawberry growers, through the Florida Strawberry Growers Association, have made a serious commitment to fund university research on strawberries. They have purchased equipment and donated monies for facilities at Dover. They have also helped support a new faculty position in breeding and genetics. During this same period, the University of Florida has made an equally strong commitment to support strawberry research and extension. These commitments are beginning to pay significant dividends for industry and the University. Cultural and pest management information has been generated that is saving the industy money, and the breeding program is developing new cultivars that will keep the industry competitive in the marketplace. The University has benefitted through the acquisition of new facilities, equipment, and faculty and graduate student support.