Market Minute: New crop production a boon for promotion planning

It was a a rocky winter for crops, causing the markets to fluctuate. That made it tough for produce directors trying to develop ads with popular high-volume lead items.

Now that spring has arrived and warmer temperatures are necessary for growth, the Salinas, CA, farming areas have experienced some cooler, moist weather. This has caused some lettuce defects in the way of mildew and anthracnose. Some shortages may occur during these early stages. But we’ll get through this act of nature as the weather will eventually warm up leading to dryer days and a much better crop.

Meanwhile berries and grapes have finally started to progress.

Strawberries: California production has increased as harvests are in full swing. The quality is outstanding and the market is dropping. This is a good time to set up some attractive berry displays and start promoting berries on the front-page ads.

Blueberries: Florida is harvesting some excellent quality blueberries coupled with a new crop out of Georgia. The current demand has been moderate with a slightly lower market. Good timing for promotion.

Grapes: We are finally seeing an advanced recovery on grape production. The increased availability out of Mexico and a bit more volume out of Chile are good signs for promotion opportunities. The markets will remain elevated until the start of the new California production.

Check with your suppliers on these key volume items to make sure your quantity needs are available for any planned ad promotions.

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].