Pacific Northwest North America (PNW) strawberry (Fragaria ×ananassa) growers are transitioning away from the processing to fresh-market sector in response to changes in local and regional markets. However, many of the regional cultivars bred for the PNW were not developed for the fresh market. There is a need to gain a better understanding of growers’ priority traits and their relative importance to enable breeders, researchers, and extension specialists to better serve this growing industry. The objective of this study was to provide such information on strawberry genetic traits of importance for the changing strawberry industry in the PNW with an emphasis on fresh-market production. Six surveys were administered to 32 growers representing ≈53%, 23%, and 15% of the total strawberry acreage in Oregon, Washington, and British Columbia, Canada, respectively. Growers ranked the relative importance of five plant and fruit traits, including fruit quality, disease resistance/tolerance, insect pest resistance/tolerance, plant stress tolerance, and other plant factors. Information about target markets, marketing channels, and general grower characteristics were also obtained. Whereas overall responses differed among the surveyed locations, fruit quality was considered the most important trait across all locations, with disease resistance/tolerance as the second most important. Specific fruit quality traits of importance were external appearance free of defects, skin color, size, sweetness, firmness, and flavor, whereas phytonutrients, seed color, and low drip loss after freezing and thawing were less important. Plant stress tolerance was identified as less important for strawberry growers in all locations. Results also showed many growers have already or are in the process of transitioning to the fresh market. Information obtained from this survey can be leveraged to target important breeding traits for fresh-market strawberry breeders within the PNW. Results also suggest priority areas of synergistic research and outreach activities to help growers achieve high fruit quality while managing diseases for fresh-market producers.