Well-Pict Inc., a Watsonville, CA-based company that has been in the berry business for more than 50 years is advertising that fact this year on its re-designed label.

The familiar Well-Pict logo has been expanded to include a new graphic touting “50 Years of Flavor First.” Director of Marketing Jim Grabowski said the new design was created specifically to emphasize the company’s deep roots and its commitment to growing and selling a berry that tastes good.

The Well-Pict story began in 1969 when the company was founded by Tim Miyasaka and a group of experienced growers in the fertile valleys near Watsonville.

Well-Pict Inc., a Watsonville, CA-based company that has been in the berry business for more than 50 years is advertising that fact this year on its re-designed label. The familiar Well-Pict logo has been expanded to include a new graphic touting “50 Years of Flavor First.” Director of Marketing Jim Grabowski said the new design was created specifically to emphasize the company’s deep roots and its commitment to growing and selling a berry that tastes good. The Well-Pict story began in 1969 when the company was founded by Tim Miyasaka and a group of experienced growers in the fertile valleys near Watsonville. Ever since, the company has supplied premium berries, available today in both organic and conventional lines year-round. Starting with only 150 acres and shipping just 500,000 strawberry flats in its first season, Well-Pict gradually created a name for itself and grew into one of the larger berry shippers headquartered in the Golden State. Today, Well-Pict has production in all the major berry regions along the California and Baja coast as well as Florida. Grabowski said organic strawberries make up about 10 percent of its total production and that category has become a very sought-after item. He indicated that organic strawberries are in a demand exceeds supply situation, with the vast majority of the crop sold in one-pound clamshells. “We do sell some two-pounders, but because of the price, one-pounders are far more popular,” he said. However, when it comes to conventional strawberries, he said the two-pounder is making significant inroads in the marketplace. “Obviously the one-pounder is still king but the two-pounder is gaining momentum,” he commented. “More and more retailers are offering the two-pounder as a regular shelf item rather than just as a sales item.” Grabowski also noted that other berries are gaining momentum as well. At Well-Pict that list of mixed berries includes the ever-popular raspberry as well as the newly-popular black berry. Assessing the early going in the 2016 strawberry season, the Well-Pict executive said the wet weather in California and lower production in Florida has led to a reduced supply situation and a strong market. “January is typically a volume building month, but this year it has been a little slow,” he added. While he expects normal volume to kick in eventually, “it’s going to be tough for Valentine’s Day,” he said on Jan. 25. “There are not going to be a lot of berries around especially the big ones that everyone likes for dipping into chocolate and for the stem business.” He noted that for a stem pack, which is a berry still connected to its stem, 12-count is optimum but that requires a good-sized berry. While state acreage is down more than 10 percent this year, Grabowski said Well-Pict has not backed off at all. “We did not cut back. We have the same acreage that we had last year,” he said.Ever since, the company has supplied premium berries, available today in both organic and conventional lines year-round. Starting with only 150 acres and shipping just 500,000 strawberry flats in its first season, Well-Pict gradually created a name for itself and grew into one of the larger berry shippers headquartered in the Golden State. Today, Well-Pict has production in all the major berry regions along the California and Baja coast as well as Florida.

Grabowski said organic strawberries make up about 10 percent of its total production and that category has become a very sought-after item. He indicated that organic strawberries are in a demand exceeds supply situation, with the vast majority of the crop sold in one-pound clamshells. “We do sell some two-pounders, but because of the price, one-pounders are far more popular,” he said.

However, when it comes to conventional strawberries, he said the two-pounder is making significant inroads in the marketplace. “Obviously the one-pounder is still king but the two-pounder is gaining momentum,” he commented. “More and more retailers are offering the two-pounder as a regular shelf item rather than just as a sales item.”

Grabowski also noted that other berries are gaining momentum as well. At Well-Pict that list of mixed berries includes the ever-popular raspberry as well as the newly-popular black berry.

Assessing the early going in the 2016 strawberry season, the Well-Pict executive said the wet weather in California and lower production in Florida has led to a reduced supply situation and a strong market. “January is typically a volume building month, but this year it has been a little slow,” he added.

While he expects normal volume to kick in eventually, “it’s going to be tough for Valentine’s Day,” he said on Jan. 25. “There are not going to be a lot of berries around especially the big ones that everyone likes for dipping into chocolate and for the stem business.”

He noted that for a stem pack, which is a berry still connected to its stem, 12-count is optimum but that requires a good-sized berry.

While state acreage is down more than 10 percent this year, Grabowski said Well-Pict has not backed off at all. “We did not cut back. We have the same acreage that we had last year,” he said.