Fig demand continues upward trajectory

The California Fresh Fig Growers Association announced that fig season is under way thanks to an earlier-than-usual start brought on by warmer temperatures. On top of that, the trees are the healthiest they’ve been in years without drought and fire damage, and they are producing plump and delicious fruit as a result.

“It’s been a normal season otherwise,” said Erik Herman, a CFFGA member who serves as the California Fig Advisory Board’s chairman. “Last year, we picked through Thanksgiving, and we anticipate the same this year. The trees are producing fruit to meet demand. If that flattens at all, we will leave the fruit on the trees to be harvested as dried. Demand for both fresh and dried are up so it works out either way.”

Year over year, fig yield is increasing slightly but not significantly. The CFFGA will continue to plant more trees to meet the demand, but the process is slow but steady. In the meantime, it is pleased to be able to sell what is harvested.

In addition to planting new trees to meet the demand, the CFFGA is also focused on retailer and consumer education.

“New recipes, photos and videos shared through traditional and social media provide consumers with new usage ideas for all the varieties they see in market,” Herman said. “For retailers, specifically buyers who are purchasing the fruit, we always have to remind them the season starts with the breba crop in June with a short three- to four-week hiatus until the main crop is harvested July through November. Once they get a taste of the first crop, they’re always anxious for more.”

While no one particular variety is performing better than any other, Herman’s personal opinion is the Tigers are tasting great.

“The Tiger variety is still new and gets a lot of excitement from retailers and consumers,” he said. “Organic is still trending and remains a priority for both audiences as well. The Brown Turkey and Mission crops look really good and are definitely a favorite of many. Sierras are super sweet this season as well. You can’t go wrong.”

There are many activities in place to support the 2024 California fresh fig season — from influencer to media outreach, fresh fig deliveries are being shipped weekly to ensure new recipes and usage ideas are being shared with consumers online and in print.

“New this year is a partnership with Sway Group, an influencer marketing agency, who has helped us secure influencers with a strong following on Instagram and/or TikTok to create recipes and post on their respective channels,” Herman said. “You can check out their content by following @cafigs on Instagram for new recipes including a Mezcal Fig Sour, Raspberry and Fig Cake, and Fig Coffee Cake.”

Sustainable farming practices have been in place for years and have a significant role in the fruit that is harvested and enjoyed year after year.

“From water monitoring to using recyclable materials for packaging, sustainability is core value of the entire California fig industry,” Herman said.

The California fresh fig industry is fortunate to not have to deal with many issues of pests, diseases or climate variations that other industries face. However, Herman noted the CFFGA is always monitoring and ensuring trees are healthy and happy.

“It’s the only way we’ll continue to produce high quality fruit,” he said. “We project and are prepared for long-term growth. Fresh fig demand continues to grow year in and year out. I remember 10-12 years ago when there would be just a handful of stores carrying fresh figs. Now you can walk into most grocery stores and see a nice display during the season with rotating varieties. We’re not a staple like apples or grapes, but figs have become more familiar because the industry has done a good job delivering quality fruit and promoting the health benefits and recipe ideas.”