Strawberry shipments to the US market have increased during 2020, while heatwaves and problematic weather drove up prices to unusually highs in some weeks during the summer. Organic strawberry shipments and average prices increased on an annual basis, suggesting demand growth in the category amid the Covid-19 pandemic.
The planted area for the current marketing year will reach a multi-year high in California, with planted area in Florida and Mexico estimated to expand as well.
“While we expect lower price volatility in 2021, a healthy demand for strawberries will help prices remain at profitable levels for growers,” said David Magaña, Senior Analyst – Fresh Produce and Tree Nuts.
Although, according to research.rabobank.com, transparency and food safety continue to be imperative, factors such as sustainability and social responsibility will be increasingly relevant differentiators in a more competitive environment.
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