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A rising global population will need more food, increasing demand for insect pollination services. However, general insect declines conflict with this demand. One way to mitigate this conflict is to grow crop flowers that are easier for insects to find and more rewarding to those that visit them. This study quantifies variation in the pollinator‐relevant traits of nectar and pollen production, flower size and flower shape in commercial strawberry, finding significant variation between varieties in all traits. Bumblebees could learn to distinguish between the extremes of variation in flower shape, but this learning is very slow, indicating that this variation is at the limit of that which can be detected by bumblebees. Bee preferences for nectar of differing sugar concentrations at field‐realistic volumes were consistent with previous observations at larger volumes, suggesting that it is valid to translate lab findings to the field. This study builds on our knowledge of the range of pollinator reward present in a single cultivated species and of the impact of field‐realistic levels of variation in floral traits on bumblebee preferences. [ABSTRACT FROM AUTHOR]