Florida production of strawberries is underway and continues to increase. "We're pretty much ramped up right now on almost every farm except for one–we have just one late farm coming online today," says Bova Fresh's Robert Wilhelm, adding that this year it's the earliest it's actually picked on its farms. "By the end of next week we should really be going."
Also coming online for the company are Pineberries, also known as "white strawberries." It's the first time the company has a Pineberry program and it's been picking for about two weeks. "The crop looks great. The weather has been absolutely perfect since we planted," says Wilhelm. "It's been warm during the day and not too warm at night and cool. We've had a few little cold snaps, but they haven't really had any effect on us except for helping with quality."
Meanwhile demand for Florida strawberries, including Pineberries, is strong. "We've had so many problems in Mexico and California has had weather issues," he says.
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Retail-targeted product
Wilhelm notes the product is a specialty item that it's growing largely, but not exclusively, for one retailer. It may add other retailers into the mix but right now the company is focusing on its existing commitment. He also adds that it's not likely to be a heavy foodservice item either.
As for pricing, the company is pricing Pineberries at a set price throughout the season.
Looking ahead, the production of Pineberries is expected to last until the end of March. "Demand-wise, we'll see a bit of a holiday bump ahead too and we'll be poised to supply it," says Wilhelm. "The weather has been perfect and if we can keep the rain out and the weather good, we'll have plenty of fruit to push some ads for the holidays."
He also notes that with limited demand for Mexican product on the East Coast and with California ending so quickly, most of the Central Mexican product is likely going to go to the West to help fill that gap.
For more information:
Robert Wilhelm
Bova Fresh
[email protected]
https://bovafresh.com/
