The cranberry harvest in Wisconsin, where about half of the North American supply is grown, is currently underway. The fresh cranberry harvest kicked off in mid-September and shippers will soon start promotions for the fresh season that runs through the holidays.
“Fresh cranberries are unique in that there's a relatively small window for the harvest and consumption of them,” said Bob Wilson of The Cranberry Network. “For the most part, the fresh harvest is about six weeks. While Canadian consumers begin purchasing as soon as fresh cranberries become available, U.S. consumers tend to begin thinking of fresh cranberries in mid-October and continue purchasing fresh from their produce aisle through Christmas, and then it's pretty much done at that point.” More than half of fresh consumption takes place in November and about a quarter occurs during the month of December. “It’s important to stock-up your freezer during the peak of availability in order to have plenty on-hand for year-round smoothie and cranberry sauce needs,” said Wilson.
Volumes abundant
“Supplies are currently in good shape,” continued Wilson. “Prices have been stable even though costs for farmers have gone up. With an oversupply and low grower returns from the concentrate market, there are non-traditional players that are entering the fresh market, and so cheap sellers can be found. But, buyer beware, because not all fresh cranberry quality is the same.” Despite the new players, Wilson believes that suppliers who have experience in the fresh market, like Habelman Brothers – which, founded in 1907, is the world's largest cranberry grower and packer and which Wilson represents – can still stand out. Additionally, upcoming industry investment in clinical research on positive health effects of cranberries will grow future demand.
“There are unique phyto-nutrients in cranberries that make them distinct from all other fruit,” said Wilson. “Consumers have a general notion that cranberries are good for you, but with the increasing percentage of health-conscious consumers and continued promotion from the cranberry industry, there is likely to be enhanced consumer demand as awareness, both in North America and abroad, of the value of daily consumption of cranberries increases.”
For more information:
Bob Wilson
The Cranberry Network
+1 715 422 0410