SALINAS, CA - I left my heart in the berry set. Shoppers will be sharing this sentiment with me all February long, as Naturipe Farms continues bringing its full berry patch to retail shelves. Strawberries, blueberries, and raspberries will be produce aisle stars this Valentine’s Day, and I recently got in touch with Naturipe to get a read on the current state of the market.
“It’s definitely a tight market across the board,” said Brian Bocock, Vice President of Product Management. “The current market pricing for berries is stronger than anticipated, currently priced anywhere from $24–28, which is a couple dollars stronger than last year. We think it will soften up for a couple weeks into the first week of February, then firm up again. However, these prices provide an opportunity for blueberry promotion for the next few weeks.”
As a year-round berry company, Naturipe Farms’ products are always in season. Currently, the company is in its peak import season for blueberries—the perfect time for Naturipe to kick off its annual FeBLUEary campaign. But the berry fun does not stop there, as strawberries are considered a Valentine’s Day staple.
Brian shared that this season, volumes are slightly down—but similar—compared to last year, and quality is looking good. And, on the weather front, Brian stated that this season is not much different than past ones.
“Weather always has an impact through the winter. We’ve had storms in both Mexico and South America, so we have certainly seen some impact from that. Even storms that we’ve had in California have impacted the strawberries that are grown here,” Brian told me. “Is it any different than every other year? I don’t think so. All winters have some sort of impact!”
Similar volumes and good quality point to bountiful retail programs. And, with this time of year serving as an ideal time to merchandise fresh berries, the stars have aligned to bring you a berry patch any shopper will fall in love with.
“With Valentine’s Day coming into play, merchandising is going to be very important during this time. Not just for strawberries, but for the entire berry patch! With it being import season for blueberries, our organic blueberries specifically are peaking,” Brian concluded.
Consumers may be leaving their hearts in the berry set this year, but if one thing is for sure, it is that they will return time and time again to fill up on love for this spectacular category.
