Voices of the Industry Share How to Maximize Strawberry Sales for Valentine’s Day Pt. 2

Fri. February 5th, 2021 - by Melissa De Leon Chavez

NORTH AMERICA - As we continue to anticipate changes to holiday constructs in the wake of new social norms, one thing that looks to remain steadfast is the strawberry’s place in the holiday of hearts.

Taking the consumer pulse in this second take of supply expertise, these voices share with the buy-side why the category can continue to be bet on for Valentine’s Day 2021.

Strawberries continue to be a produce aisle sales driver as we get closer to Valentine’s Day

If you missed Part 1, please click here.

Peppe Bonfiglio, Vice President of Sales, Mastronardi Produce/SUNSET®

Peppe Bonfiglio, Vice President of Sales, Mastronardi Produce®“Strawberries and Valentine’s Day make the perfect pairing, and this year we anticipate higher demand than ever as consumers look to find ways to make the holiday special while at home. Consumers will be looking for gift-worthy quality and appearance, and our greenhouse-grown and fan-favorite WOW berries™ deliver that premium, special experience consistently. With perfect flavor and appearance every time, our berries have quickly developed a large consumer following and have become a destination-driver within the berry category even outside the holiday season. Showcasing berries on eye-catching displays along with complementary items for the holiday will help consumers find what they’re looking for quickly and easily and encourage incremental impulse purchases.”

Frances Dillard, Vice President, Brand and Product Marketing, Driscoll’s

Frances Dillard, Senior Director of Brand and Product Marketing, Driscoll’s“Move over candy, nothing is sweeter than strawberries for Valentine’s Day. This year, consumers are looking for extra creative ways to make at-home celebrations more special. Customers are ready to support the market demand both in-store and online. Several of our customers are offering their own chocolate dipped Driscoll’s strawberries, while others are creating their own social media content focused on recipes and tips. Driscoll’s brand advocates are also very loyal to our digital community and we continue to provide exclusive content geared for this special holiday. Flavor is our brand differentiation and has allowed us to grow the category at a rapid pace.”

Alan Ediger, Vice President of Sales, California Giant Berry Farms

Alan Ediger, Vice President of Sales, California Giant Berry Farms“Valentine’s Day is a natural promotional opportunity for fresh strawberries. Historically, it’s been one of the most promoted holidays during the year for strawberries. This year supplies are tight with the cooler weather and recent rain we’ve had in California. That said, California Giant’s strawberry quality is excellent. Supplies should start to increase and we expect to have excellent post-holiday opportunities for promotions.”

CarrieAnn Arias, Vice President of Marketing, Naturipe Farms LLC

CarrieAnn Arias, Vice President of Marketing, Naturipe Farms“While Mother Nature has not been cooperating and as such retailers can expect a limited supply and higher prices, Valentine’s Day is still a key holiday to put berries front and center to meet consumer demand. Chocolate-dipped strawberries remain a quintessential item for this holiday to give as a gift or treat yourself!”

Retailers, have you taken extra strides to bring love to your produce displays for the holiday? We’d love to see them at [email protected].