Strawberries (Fragaria × ananassa Duch. `Tudla') were inoculated with gray mold conidia (Botrytis cinerea Pers.) and were subjected to postharvest heat treatment by dipping in water at various temperatures for 15 min. Heat treatment delayed Botrytis proliferation, but using dips at ≥48C caused fruit to soften and develop an atypical pink pigmentation. Fruit treated at 44 or 46C showed the best retention of firmness and maintained initial quality, developing neither an off-color nor an off-flavor.