Technical Abstract: Festival, the main cultivar grown by the large commercial strawberry farms in Florida, can produce firm, attractive and sweet fruit with a strong aroma. However, 'Festival' has low yields in early December and the overall flavor of its fruit tends to be low in March. New selections are being evaluated by the University of Florida, as potential complements to ‘Festival’ in December and March. The USDA-ARS Citrus and Subtropical Products Laboratory has evaluated sensory and chemical characteristics of the most promising of these selections over 2 seasons (2006 and 2007). Sensory evaluation was performed with a consumer panel, in February and March of both years, and in January 2007. 'Festival' had low ratings for flavor and sweetness in March but also in January. FL-00-51 had relatively high and consistent ratings for flavor and sweetness, compared to the other selections. Rubygem was another selection with high preference ratings, but it was only tested in 2007; this selection needs to be evaluated over another season to confirm the 2007 results. Titratable acidity (TA), soluble solid content (SSC) and volatiles were determined. In this study, the aroma profile (variations in proportion of volatile compounds) was determined more by harvest date (environment) than by selection (genotype), except for FL-00-51. Fruit of FL-00-51 were always characterized by a high ester content and high SSC (except for January 07). This observation might explain consistent elevated ratings for flavor and sweetness attributed to this selection. FL-00-51 may give the Florida strawberry industry an opportunity to provide consumers with a sweeter and more flavorful product in January and March.