Strawberries cv. Elsanta were grown in peat bags in a glasshouse and subjected to three shading levels (0%, 25%, 47%) for 2 weeks, commencing 1 week prior to first fruit ripening. Fruit was harvested at five intervals and analysed using Atmospheric Pressure Chemical Ionization (APCI) and direct liquid-mass spectrometry techniques. Thirteen volatiles implicated in strawberry flavour and three non-volatiles, sucrose, glucose and citric acid, were measured. Highly significant differences in volatile and non-volatile concentrations existed between harvest dates. Shading had a significant effect on hexanal, hexenal, ethyl methyl butyrate, and methyl butyrate concentrations at some harvests. In general, at each harvest the higher the level of shading the lower the level of the volatile in the fruit. Sucrose concentration showed a decrease throughout the harvest period, whereas glucose and citric acid showed less clear trends. Shading had a significant effect on glucose and sucrose concentrations. Some possible reasons for the variability in strawberry flavour are discussed.