WATSONVILLE, CA - It’s the month of love, and I can think of one heart-shaped produce item that is drawing shoppers to grocery stores this time of year: strawberries! Growers on both coasts of the United States are shipping beautiful berries to retail buyers across the country, and California Giant Berry Farms is one of them.
I got in touch with the supplier’s Alan Ediger, Vice President of Sales, to hear how the strawberry market is looking as we approach Valentine’s Day.
“The market has been tight, but with the volumes picking up in Florida and California, we are now seeing a gradual ramp-up to peak promotable volumes beginning in April,” he told me in a recent interview. “Given the tight supplies this winter, industry pricing has been higher than the last several years.”
With strawberries being one of the most coveted items in the produce department, now is the time to fill those displays with an abundant supply. And, despite some challenges in regard to volume, California Giant is seeing favorable quality in the lead-up to V-Day.
“This winter has been more challenging than last from a supply standpoint,” Alan continued. “Florida in particular has been behind with lower volumes versus last year. The quality of fruit shipping out of both Mexico and Florida has been very good so far.”
Bodacious berries are hitting shelves, and shoppers will soon be following suit. For more updates on different produce categories, you know where to find us.
