As 2013 came to a close, California Giant Berry Farms was already into the 2014 fresh berry season on many fronts. With multiple growing regions and berry types, harvest seasons overlap, resulting in no real end or beginning to berry season each year. However, the new year will result in increased berry volume over 2013 and additional acreage.

Being a longtime farming company, California Giant is accustomed to challenges in the field and 2014 does not disappoint. California Giant expects a 25 percent increase in organic strawberries for the 2014 harvest season.Like many, the company is faced with drought conditions in California and currently using irrigation in its fields to keep plants hearty while waiting for the rainy season to hopefully appear at some point.

Additionally, on the blueberry front California Giant and other shippers are faced with challenges bringing Chilean blueberries into the United States due to new entry requirements after the U.S. Department of Agricultures Animal & Plant Health Inspection Service issued a fumigation order due to detection of a pest previously only associated with grapes.

There is hope that both of these issues will be resolved in short order and the company can focus on the long season ahead.

The company is expecting an overall 20 percent increase in total blueberry volume for the 2013-14 season due to additional acreage in South America, California and the Northwest.

The fresh blackberry harvest is also under way from Mexico with excellent size and quality. Weather of late has slowed volume, but is expected to return to normal conditions and overall volume is expected to be slightly higher due to increased acreage and demand.

The fresh strawberry season is also well under way in Mexico and Florida, with Southern California already jumping into the mix with fresh berries being harvested in Oxnard.

"Dry conditions in California are bringing the fruit on faster than normal, adding increased farming costs due to the need to irrigate, but we remain hopeful that we will get some good rain before spring," Anthony Gallino, vice president of sales for the Watsonville, CA-based company, said in a press release. "We are very pleased with the 25 percent increase in organic strawberries expected for the 2014 harvest season due to increased demand, and with additional acreage transitioning to organic beginning with this harvest season."

The company also made some varietal shifts in California, moving away from the poor-performing Benicia variety, which should translate into more consistent quality and flavor from the San Andreas, Monterey, Portola and some newer proprietary varieties being explored.

Marketing efforts in 2014 will focus on consumer engagement through social media enhancements to the program and partnerships with high-profile bloggers and chef partners that will continue to provide solutions in the kitchen to increase purchases and usage of the "California Giant" brand.

Additionally, the company is continuing to expand its cause marketing campaigns and partnerships with other produce partners and major brands to continue to build on inroads with consumer trust and loyalty.