Market Minute: What to promote amid disruptive weather
Weather is one of the most popular daily topics and is a neutral subject that people discuss. We talk about it every day within the produce industry because it plays a major role in growing, harvesting and shipping fresh produce to wholesalers and retailers everywhere in the world.
Currently, there are incidents of heavy rain in areas causing delays in harvesting as a result of soggy fields. Freezing temperatures are also causing some havoc in the desert area.
The markets are brimming with weather-related events.
The Bell pepper market reports colder temperatures slowing supplies. Lighter supplies of broccoli and cauliflower are due to cold temperatures. Rain and some frost are causing limited strawberry supplies. Cooler and wet weather is slowing corn production. Lower temperatures have lightened the tomato supplies in Florida and Mexico — and the beat goes on.
These are just some of the weather-related disturbances we are facing at this time, but it is part of the season and temperatures do drop during the winter months. There are times when cold and freezing temperatures could reach down into the desert and deep south as far as Mexico and Florida.
But there are some good quality oranges to promote in ads to keep the sales rolling.
This is a good time to promote a gala citrus sale ad. Navel oranges are always a great item to promote this time of the winter season. California navel oranges are currently peaking on larger sizes and the market is steady. The smaller size 138 and 113s are very low in supplies. California clementines are also a good item to include in a citrus sale ad. The two-and three-pound bags are perfect for merchandising displays.
Watch Item: Keep an eye on asparagus. There’s a light supply now, but volume should increase in February when the Mexican harvest begins.
Your suppliers are also in the midst of weather-related challenges, but keep abreast with them for all the worthwhile information you’ll need for your ad development and promotional merchandising strategies.
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].
