UNITED STATES - With Valentine’s Day around the corner, we’re in a berry-forward promotional window. Demand is high, and growers are working hard to meet it.

The Source, reporting on January 28, 2026, noted that demand is ”outpacing supply heading into the Valentine’s Day pull. California and Mexico are harvesting steadily but lightly, while Florida remains very limited due to overnight freezes. With demand shifting to the West Coast and Texas, pressure is increasing on those regions.”

The publication went on to recommend early orders to secure product for the holiday pull. Markon Cooperative offered an update regarding strawberries to its partners on January 28, 2026. Quality is good in both Oxnard and Santa Maria, California, but supplies are listed as tight, with prices climbing.

In Florida, the company acknowledged that cold weather continues to affect berry fields, with temperatures in the high 20s expected through February 2. In Mexico, crossing into South Texas, quality is good, but Markon warned to expect prices to increase as growers transfer product to California and Florida.

The National FOB Review from January 28, 2026, lists a range of prices coming through Mexico. Prices from shipping points in California and Florida show pricing for flats 8 1-lb containers with lids medium sitting between 14.00 and 20.00, with most prices at 16.00.

Keep reading AndNowUKnow as we continue to cover categories across the fresh industry.

CORONA, CA - Some fresh new products will soon shake up the avocado sector, as Index Fresh previews two exciting launches, both aligned with consumer trends around health and sustainability. To get a closer look at these upcoming portfolio additions, I asked Kellen Stailey Martin, Vice President of Marketing, for some exclusive insights.

In early February, the avocado maven will debut the Avoettes® bag line featuring single‑serving mini avocados. These delicious mini avocados deliver creamy texture and satisfying flavor in a perfectly personal size, ideal for quick meals, healthy snacking, and any other uses for a single fresh avocado.

Shortly following the Avoettes launch, Index Fresh will debut a new Organic AvoTerra bag featuring a more sustainable packaging alternative. The pack is made with recyclable paper film and a home‑compostable net. To dispose of it responsibly, consumers simply separate the net from the paper, compost the net, and recycle the paper.

“We’ve been adopting new sustainable alternatives across our packaging, and this is our second branded bag featuring paper film with a cellulose net,” Kellen shares. “We also market compostable PLUs and offer direct‑to‑print capabilities, which eliminate the need for adhesive labels. Together, these are innovative ways we are working to reduce our footprint responsibly.”

California Crema GEMs will launch in April and run through June, presenting buyers with the opportunity to bring something new to the avocado set this spring. California Crema’s eye‑catching and sustainable packaging, consumer‑facing website with a new recipe hub, and robust POS program are just a few of the ways this limited-time offering stands out in the produce department.

“Index Fresh has been a long‑time partner with California GEM growers, and the success of our California Crema GEM program has been incredibly rewarding,” Kellen notes. “Consumers are looking for fresh options and want to know where their fruit is grown. The California Crema brand brings the GEM story to life and inspires shoppers to reach for California Crema GEMs.”

Keep reading AndNowUKnow as we relay more category insights and retail opportunities.