A favorable spring has officials at the leading cranberry marketer excited for another fall season.

“We’re expecting another great crop from our four distinct growing regions — the Pacific Northwest, Wisconsin, Massachusetts and Quebec,” said Scott Simmons, senior manager of global produce and commodity for Ocean Spray.

Part of Ocean Spray’s strategy is the benefit to retailers of the four distinct regions to meet the preference for local produce by consumers.

“The ‘buy local’ theme is very popular among consumers,” said Simmons. “And the fact that we have 10 co-packing facilities in those four regions, and that during the season we pack to order each day, enables us to provide the freshest fruit possible.”

Once again, Oppenheimer is the exclusive sales agent for Ocean Spray cranberries in the United States, Canada and Europe.

“Oppenheimer,” said Simmons,” is a leader in the produce industry and they work very closely with our retail customers, so we are able to keep a close eye on the season with regard to consumer trends.”

One of the key elements to promotions this season will be to encourage multiple purchases by consumers as a way to increase over all sales.

“We conducted an informal survey of the 5,000 members of our Ocean Spray Cranberry Club,” said Simmons. “We asked the question, ‘Are you buying for immediate consumption?” and 75 percent said they buy one bag to eat now and one to freeze. We include language on our packs to encourage consumers to buy two and freeze one, and so we will continue to support that initiative.”

Simmons said the Ocean Spray consumer hotline is typically deluged by calls in January asking where Ocean Spray cranberries may be purchased. Since there is virtually no fruit on the market at that time, having frozen fruit available in their own freezers would be attractive for regular cranberry users.

“This also creates a sense of urgency that fresh cranberries are only available for a short window, so consumers should buy them when they are available,” said Simmons. “Cranberries are one of the few products that are still a truly seasonal item, so we want to remind people of this and get them to buy more during the season.”

Additionally, Simmons said Ocean Spray would continue to promote cranberries as being healthy and versatile.

“Ocean Spray is the leading brand for fruit, juice and foods, and cranberries are one of the top sources of antioxidants,” he said. “You can use them for sauce, relishes, smoothies and desserts, and they are also popular in holiday decorations. So we are really looking to promote the health aspects of our fruit and the many ways it can be used.”