Market Minute: Berries in line for promoting through summer into fall

I think I’m getting berry confused. Did you know that strawberries and raspberries are actually not berries? Botanists call strawberries the “false fruit.” That’s because they are reproduced from a single flower that consists of many tiny individual fruits embedded in a fleshy receptacle. True botanical berries are cranberries and blueberries.

Are you ready for this? Botanically, bananas and watermelons are classified as berries — and so are cantaloupes, cucumbers, tomatoes, squash and pumpkins. Even pineapples are in the berry group. I’m sure the list is larger, but we don’t recommend advertising “banana berries” or “cantaloupe berries.” It’s all about botanical nomenclature. Now you know why I got confused.

Anyway, the strawberry market out of the Salinas-Watsonville and Santa Maria area is higher with a moderate demand. The quality is running good so keep promoting. September should be the start of the new fall crop, which is looking very good.

Raspberries are declining in volume at this point. Demand is moderate on a slightly lower market. Like strawberries, the new fall crop won’t start until the end of September or into October. That may leave some gaps in the meantime. Raspberries out of Mexico report a lower market and moderate demand as well.

Blueberries from Oregon, Washington, and British Columbia are in a moderate demand on a steady market. Strong volume from the Northwest should run through September.

Blackberries out of Salinas-Watsonville have a steady market and very good demand. Volume should start to decline, but more availability should be ready by the end of September.

Keep promoting all berries throughout the remaining summer and right into the fall season. Check opportunities with your berry suppliers to plan ads together. Berries are a huge sales tonnage category.

Ron Pelger is a produce industry adviser and industry writer. He can be contacted at 775/843-2394 or by e-mail at [email protected].