LAKEVILLE-MIDDLEBORO, MA – Oppy is looking to take its partnership with household name Ocean Spray® to a new level. The companies have announced an expansion of the brand to now encompass fresh California strawberries and blueberries under the Ocean Spray brand, bringing the partnership to a year-round supply.
“Partnering with Ocean Spray enables us to simultaneously deliver new value to our grower partners and our retail customers,” said David Smith, Oppy President and Chief Marketing Officer. “Berry growers everywhere understand the stature of the Ocean Spray brand and are engaging with the opportunity. Meanwhile we’re providing our retail partners the exciting option of high-quality strawberries, blueberries, raspberries, and blackberries packed in a label of high consumer awareness and appeal.”
Oppy first forged a relationship with the 87-year-old Ocean Spray brand in 2003. According to a press release, a range of berries such as blackberries and raspberries will join strawberries and blueberries as part of the Family Farmer Owned™ brand of fresh produce.
“We conducted extensive research throughout North America over the past year and discovered a genuine enthusiasm for berries. There is a clear opportunity for a strong brand like Ocean Spray to enter the market and capture people’s imaginations. This new innovation will disrupt an established category and offer a surprising new berry experience to the trade and consumers alike,” said James Milne, Oppy's Vice President of Marketing.
This program will serve to expand and elevate Oppy’s berry offerings, delivering fruit of high-quality and great flavor from its grower partners under a familiar and trusted label. The expansion will also provide a year-round fresh berry selection for Ocean Spray.
“Ocean Spray was founded by three cranberry growers looking to expand the market for their fruit,” said Clark Reinhard, Vice President of Innovation for Ocean Spray. “The brand is well known across multiple grocery aisles, but our presence in produce has been limited to just a few months of the year. The perimeter of the grocery store is growing fast and by collaborating with Oppy our brand will be on fresh, high-quality produce from family farms year-round.”
Following its California strawberries and blueberries, the Ocean Spray Family Farmer Owned brand will feature fruit produced by Oppy domestic berry growers in the Pacific Northwest, British Columbia, and its international network of family farmers.
“Consumers should ultimately understand that when they see the Ocean Spray logo anywhere in the world they are supporting family farms–the same way they do buying at their local farmer’s market,” said Reinhard. “While cranberries remain at the heart of what we do, bringing other berries to market under the same brand will be a huge benefit to growers, retailers, and ultimately the consumer.”
Oppy stated that this strategy comes at an advantageous time, as berry category sales at retail have risen 15 percent in the last two years, while also realizing average-price-per-pound gains. The company noted that IRI data shows that berry sales volume has increased throughout the U.S., with branded produce earning greater dollar share throughout the category.
As consumers continue to turn to berries, keep turning to AndNowUKnow for all the latest in fresh produce news.
