US (CA): Strawberry volume ahead of last year's pace

Though fluctuating weather conditions have made this a tricky year for California's growers, strawberry production this season is ahead of what it was at this time last year.

“The season has gone very well, considering all of the weather challenges we're facing,” said Cindy Jewell, director of marketing for California Giant Berry Farms. “Volume has been consistent, and instead of getting sharp peaks and valleys, volume has come off smooth and consistent. So customers have been supplied in a regular fashion, instead of in swings and gaps.” In addition to smooth supplies, volume has also been ahead of last season. While production from the state's growers reached 88.3 million flats by this week last year, production this season has reached a little over 90 million flats as of May 22. The timing of this year's spring holidays has also meant this year's production has sold quickly.

“Easter was late this year and close to Mother's Day, so that helped build momentum,” said Jewell. “So retailers were ready to promote when volume was there.” Jewell predicted that the lead the state's growers have over last year's production will continue through the rest of the season, into October.

“The fact that we had a light cherry deal also meant strawberries had a dominant space in the produce department,” said Jewell. “So far, this season has gone well, flavour of berries has been great and we're hoping to continue the positive momentum we've had.”

For more information:
Cindy Jewell
California Giant Berry Farms
+1 831 728 1965

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