Wish Farms' Amber Maloney Shares Valentine's Day Merchandising Strategies

PLANT CITY, FL - With the arrival of Valentine’s Day comes an expected boost to the strawberry category and an exciting increase in traffic to the produce department. As strawberries gear up to be a seasonal star for the whole month of February, Wish Farms is ramping up opportunities for its retail partners.

“Valentine’s Day is one of the strongest seasonal moments for strawberries, and retailers should lead with premium and visually distinctive offerings,” Amber Maloney, Wish Farms’ Director of Marketing, advises. “Long-stem strawberries perform especially well for the holiday, as they align with gifting and special-occasion purchases. Pink-A-Boo Pineberries™ add a unique visual element with their white fruit and red seeds, fitting perfectly into Valentine’s pink-and-red color palette while delivering a memorable eating experience. Newer varieties like Ember and Encore also stand out for their size, color, and flavor, making them ideal for holiday displays.”

As shoppers seek options that feel festive, versatile, and family-friendly, retailers can boost the category by positioning strawberries as both a gift and an indulgence.

“Cross digital trends show strong engagement around kid-inspired berry treats, including chocolate-dipped strawberries, decorative toppings, heart-shaped cuts, and shareable snack-style creations,” Amber shares. “Retailers can meet this demand by pairing strawberries with chocolate, dessert toppings, and DIY elements that encourage creativity while still appealing to adult shoppers.”

Strawberries are also a star in Valentine’s Day-themed treats and snacks, allowing retailers to lean into bold, high-visibility displays featuring both fresh berries and complementary items such as chocolate dips, charcuterie components, and dessert kits. Secondary displays near store entrances also help capture shoppers’ attention early and drive impulse purchases.

“Valentine’s Day continues to shift toward experiences and at-home celebrations, and strawberries fit naturally into that evolution,” Amber adds. “From elevated gifts to kid-inspired treats and festive snacks, strawberries allow retailers to serve multiple shopper needs with one versatile category. With the right merchandising and variety mix, berries can be a focal point of Valentine’s promotions.”

With a focus on varietal innovation and premium seasonal programs, Wish Farms continues to stand out in the berry patch, giving retailers the flexibility to serve both gifting occasions and emerging usage trends. Offerings like organics, Pink-A-Boo Pineberries™, and long-stem strawberries—along with newer varieties such as Ember and Encore—are selected for consistent quality, visual appeal, and eating experience.

For more tips on maximizing category demand, keep a tab open to AndNowUKnow.