Following a difficult 2024 strawberry season for Florida growers and shippers, thanks largely to the effects of both Hurricane Helene and Milton, this year, growers are looking for a comeback. "We're all knocking on wood this year. Last year was devastating and turned into a big mess," says Bova Fresh's Robert Wilhelm.
For Bova Fresh, which was recently acquired by Miami-based enquiry firm CREO Capital, this year's optimistic outlook starts with plans for increased acreage. "We're going to be running close to 300 acres, which is a pretty big jump for us," says Wilhelm. "We're also planting a little bit early on some farms this year to see if we can't get some early fruit out in November while the market's really nice."
In addition, the company will also be planting Pineberries, also known as the "white strawberries." It will start this year with about 15 acres of Pineberries, and then likely will be adding acreage annually to this variety as well. "We've had some retailers specifically ask about them in the past couple of years, so finally this year, we made the investment," says Wilhelm. "Hopefully we can add more acreage next year–every year we do try to add a little bit more acreage."
© Bova Fresh
Getting ready for planting
Right now, ground work preparations are underway for strawberry planting in Florida, and plastic will start being laid next week. Then plants will be put in around the end of September to the beginning of October, which will produce some fruit as early as mid-November.
With this extra acreage in the ground, Wilhelm is counting on strong demand for the state's strawberries. "A lot of people want to buy U.S. product. As quality drops off in California and the season winds down, and Mexico starts, we'll see big demand for Florida strawberries right out of the gate," he says, adding that it also imports berries from Mexico, particularly organic ones that it doesn't grow in Florida. "However, most of our East Coast customers only want Florida product, though they will take Mexican product if they have to."
What about pricing expectations? "There seems to be quite a bit of extra acreage out there this year, so I expect pricing to run steady from December to January," he says. "By the end of February and into March, we'll be in full-blown promotions mode, though I think with our acreage, which is manageable, I don't think we'll have to follow the market down. We have enough retail support, which keeps our growers happy with pricing."
For more information:
Robert Wilhelm
Bova Fresh
[email protected]
https://bovafresh.com/
