The effect of salicylic acid (SA) treatment at different concentrations and growth stages of strawberry (Fragaria ananassa cv. Selva) fruit on postharvest ethylene production, fungal decay and overall quality index was studied. SA at all concentrations effectively reduced fruit ethylene production and fungal decay and retained overall quality. Treatment of plants at vegetative stage and fruit development stage followed by postharvest treatment of fruits with 1 and 2mmolL −1 was the most effective strategy, whilst with decrease in treatment time the effects of treatment decreased. Single stage treatment strategy of fruits with 2mmolL −1 SA at postharvest stage was most effective. Postharvest treatment with 4mmolL −1 SA slightly damaged the fruits and was less effective than 2mmolL −1 in retaining fruit quality.