The commercial strawberry (Fragaria × ananassa) is a popular temperate fruit that is both nutritious and widely appreciated for flavour. The purpose of this chapter is to highlight some of the newest innovations in strawberry production with particular emphasis on genetic improvement of the crop. The threats and solutions to sustainable strawberry production are presented. The trend for developing more robust and sustainable strawberry cultivated varieties via genetics is discussed in detail and a number of technologies put forward including high-throughput genotyping and quantitative trait locus (QTL) analysis, targeted sequence capture, third-generation sequencing and Expression QTL. High-throughput phenotyping is also covered, which is an increasingly important area of interest, both to improve breeding through traditional selection and for integration with genomics data for discovery. The chapter concludes with a look to future trends in research.