Cross-pollination can increase fruit production in both self-incompatible and self-compatible fruit crops. However, it is often unclear what proportions of the fruit crop result from cross-pollination. We quantified the proportion of cross-pollinated seeds and the proportion of fertilised seeds in two strawberry cultivars, Red Rhapsody and Sundrench, at increasing distances from a cross-pollen source. We assessed whether fully self-pollinated fruit and partly cross-pollinated fruit differed in fruit size, colour, firmness, Brix and acidity. We also assessed whether fruit size and quality were affected by the number or percentage of fertilised seeds. Almost all seeds of both cultivars resulted from self-pollination (~98%), even at only 1 m from a cross-pollen source. Distance from a cross-pollen source did not affect the proportion of partly cross-pollinated fruit or the proportion of cross-pollinated seeds per fruit. The mass and diameter of fully self-pollinated Sundrench fruit, and the redness and Brix of fully self-pollinated Red Rhapsody fruit, were higher than partly cross-pollinated fruit. Fruit mass, length and diameter increased, and acidity decreased, with increasing numbers of fertilised seeds in both cultivars. Fruit mass also increased with the percentage of fertilised seeds. Our results show that cross-pollination was not required for Red Rhapsody and Sundrench fruit production, and that cross-pollination was a rare occurrence even close to cross pollen source. Self-pollen deposition on stigmas is required to maximise the number of fertilised seeds, and consequently fruit size and quality. Our research indicates that bees improve strawberry fruit size by increasing the number of stigmas that receive pollen. Our results suggest that placing bee hives on strawberry farms during flowering and establishing nearby pollinator habitat to support wild pollinators could improve strawberry yield and fruit quality.