ABSTRACT. The aim of this research was to evaluate the effect of the inoculation date of arbuscular mycorrhizal fungi on the fruit quality and the content of phytochemicals in a strawberry soilless growing system. The experiment was performed in Huelva (Spain) and was conducted in a greenhouse on the La Rábida Campus of Huelva University under natural light and temperature from October 2013 to June 2014. Three short-day strawberry cultivars ('Splendor', 'Sabrina' and 'Fortuna') were grown in polyethylene bags filled with coconut fibres. Randomized block design, with 3 repetitions and factorial arrangement (3 cultivars x 3 treatments), was established. Each replicate consisted of one bag with 12 plants supporting structures at 40 cm height. The treatments were: T1 = mycorrhizal inoculation in the transplantation; T2 = mycorrhizal inoculation 30 days after transplantation (DAT); and T0 = control treatment, without inoculation. Arbuscular mycorrhizal fungi inoculation significantly affected the contents of anthocyanin and phenolics. When the inoculation is performed in the transplantation, the fruits showed a high content of anthocyanin and total phenolics. The mycorrhizal inoculation influences decreasing the acidity in fruit throughout the growing season and increase firmness only during the early stage of production.