ABSTRACT The strawberry crop in Irapuato, Guanajuato, Mexico, has been an agricultural tradition for over 40 years; nevertheless its levels of production, commercialization and export have decreased. One of the main recognized causes is the loss of quality of the fruit affected by post-harvest handling. As a result, quality becomes an issue that affects the profitability of the crop. There is no enough data available about the postharvest losses during the strawberry handling in the Irapuato region, nor about the main reasons that reduce the quality of the fruit. The objective of this study was to estimate the physical damages and to evaluate the strawberry quality during postharvest handling and the simulated transport, as well as to identify the main factors that affect it. Thus, the study aimed to quantify the losses in the production and commercialization chain of strawberries of the Chandler and Camarosa varieties, as well as to evaluate the effect of the handling over the strawberries’ quality during the harvesting, the whole sale and retail phases. The damages and defects were identified by means of visual evaluation and their weight percent was assessed. The damage caused by the simulated transport was determined and the strawberries quality after they were submitted to vibration at three frequencies (8 Hz, 12 HZ and 18 Hz) at the vibration platform. The factors that affected the strawberries quality were: a). The mechanical damage infringed by the workers during the harvesting. b). The excessive manipulation and the high temperatures that prevail, causing the softening of the skin making it more prone to damages, the darkening of the colour and the water loss makes it shrivel. c). Abrasions and bruises caused by transport. The indicative parameter of the mechanical damage was the firmness. However, the nutritional value was affected too (vitamin C content), the flavour (sugar content) and the weight (moisture content). The study concludes that a training program for harvest workers must be implemented to reduce the postharvest losses of strawberries in the region.