It’s probably safe to say that everyone’s dreaming of strawberry shortcake or homemade jam. Looks like there won’t be an issue as far as availability is concerned, according to Jim Grabowski of Well•Pict Berries. “The supply of strawberries right now is very good and increasing on a daily basis,” he said. “The volume is good and increasing.” Well•Pict’s growing partners in Oxnard, Santa Maria and Watsonville are all producing and shipping fruit.
Consumption increases with supply
Prices are holding steady right now but could go lower as supply picks up. Grabowski expects continued high volume production and supply as the California strawberry industry hits its highest volume weeks. Oxnard and southern California districts will be in peak volume production with Santa Maria and Watsonville contributing additional supplies. After the Easter holiday when, he says, sales increase, they’ll continue to stay strong throughout the peak times of later April through May and into June. “Consumption of strawberries is strong and increases along with the supply,” he added. “Right now strawberries are really the only promotable spring/summer fruit available.
Cross-promotion increases strawberry sales
Speaking of promotion, would it be safe to say that strawberries sell themselves? “Why yes. They’re such a sensuous fruit, in as much as consumers are attracted by their color, size, shape and aroma. The strawberry "Wow" factor of big size, good color and sheen and pleasant aroma is what draws those impulse strawberry consumers to those strawberry displays.” He adds that visually appealing displays with strawberries stacked high and deep and featuring an assortment of sizes also works to entice shoppers to pick up a clamshell or two. “Cross-promoting strawberries with other complementary products (salad items, dipping chocolate, baked goods, spices from ‘exotic’ flavor profiles, etc.) has consistently been shown to increase berry sales for retailers. Moms and millennials are the primary berry consumers, and ultimately they care about nutrition, value, convenience, and taste.”
The ‘most promotable’ size of strawberry packaging, according to Grabowski, is the one-pound clamshell. “It’s still the king when it comes to sales and promotions, but the two pound container is continuing its steady growth as an every day shelf item.”
For more information:
Jim Grabowski
Well•Pict Berries
Tel: 831-722-3871