The effect of storage and handling temperature regimens on berry firmness and mass loss of six rabbiteye blueberry (Vaccinium ashei Reade) cultivars was examined. 'Climax', 'Premier', 'Brightwell', 'Tifblue', 'Powderblue', and 'Yadkin' were studied at 1, 12, 22 or 32degreesC. Firmness immediately after harvest (determined using a FirmTech II instrument) for all cultivars ranged from 161.0 to 214.6 g/mm. 'Brightwell' had the greatest initial firmness, followed by 'Tifblue', 'Climax', and 'Yadkin'. 'Powderblue' and 'Premier' had the lowest initial firmness. Following 7 days storage, firmness followed a similar cultivar order with 'Brightwell' having the highest value (195.6 g/mm) across all temperatures and 'Powderblue' having the lowest (136.9 g/mm). Rate of firmness loss was similar among cultivars. at 1degreesC and 12degreesC, except for 'Premier', which lost firmness more rapidly. At 22degreesC 'Brightwell' had the lowest rate of firmness loss. The greatest difference in rate of firmness loss among cultivars was observed at 32degreesC, where 'Powderblue' had a 6-fold increase over 'Brightwell' in rate of loss. Storage temperature also affected rate of loss of berry mass, but with fewer differences among cultivars. However, 'Powderblue' had the greatest rate of quality deterioration as measured by loss of mass at the highest temperature.