69th edition of a festival for a fruit that's defined this town for over half a century — local legend traces it to Venus's tears at Adonis's death turning into little red hearts, though the real cultivation history began after WWII, when the Madame Moutot variety was imported from France. Opens with a 'Cena in Rosso' community dinner and builds to a strawberry market-fair and the finals of the 'Miss Fragola' pageant, alongside open museums and historic sites around town.