Beyond their participation in fruit pigmentation and because of their high antioxidant activity, flavonoids are considered important constituents of fruits and vegetables. We have previously reported that in the ripe receptacles of Fragaria chiloensis only traces of flavonoids can be found, while cinnamic acid derivatives are highly accumulated. In order to characterize the molecular background of this uncommon phenotype we analyzed the transcriptional profile of different biosynthetic genes, with special regard to the gene encoding Cinnamate 4-Hydroxylase (C4H), the enzyme transforming cinnamic acid into the next intermediary of the phenylpropanoid pathway. Northern blot and quantitative RT-PCR showed low transcript abundance for the gene encoding C4H and also for a series of structural genes responsible for flavonoid biosynthesis. Together with this, high transcript levels were found for a repressive transcription factor, suggesting that the pathway would be inhibited at the transcriptional level, thus correlating to our previous findings on the chemical phenotype. Our results contribute to the comprehension of the pigmentation phenotype in strawberries, allowing the utilization of Fragaria chiloensis as a model system for the study of antioxidant pigment biosynthesis. © Springer Science+Business Media B.V. 2009.