Sensory and objective attributes of fresh fruit of five locally grown day-neutral strawberry (Fragaria × ananassa Duch.) cultivars (Tristar, Tribute, Mrak, Yolo, and Selva) were compared to those of California-grown strawberries available in the Iowa markets. `Tristar' and `Tribute' fruit were redder and more sour than fruit of other day-neutral cultivars, and `Tristar' fruit were the most juicy of the berries evaluated. `Tristar' and `Tribute' fruit had higher titratable acidity and lower Hunter L (lightness) values than those of other evaluated fruit. Sensory panelists rated the California-grown berries as the least red.