Abstract: Am improved harvester is provided for hydroponically grown produce borne in spaced cups extending down through a flexible elongated strip along the length thereof. The harvester comprises a frame having at least one and preferably a number of guideways each having a pair of elongated spaced parallel rails secured in the frame and adapted to guide the flexible strip bearing the produce-containing cups. A strip guide roll and separation means are also secured to the frame for separating the produce-bearing portions of the growing cups from the flexible strip during its passage through the frame. A strip take-up reel and means for powering the same are in or adjacent to the frame. In one embodiment, the guide roll is adapted to fully eject the cups from the strip and slide means are provided for passage of said cups to a recovery area. In another embodiment, the guide roll raises the cups while the cups are still retained in the strip and blade means sever the raised portions of the cups.