High expectations abound for 2007 New Jersey blueberries
High expectations abound for 2007 New Jersey blueberries
Confidence is high among blueberry growers throughout New Jersey, and barring any unforeseen situations, growers in the state expect nothing less than a banner year.
Tim Wetherbee, sales manager for Diamond Blueberries Inc., expects a very good season. His growers have recorded near normal timing with the possibility of the harvest beginning one or two days later than last year.
"The mild weather experienced during the spring brought many days that were in the 50s and nights that dipped into the 40s," Mr. Wetherbee said. "Consequently, the fruit on the bushes appeared to mature a little slower than normal. However, with the recent influx of summer-like weather, I believe we have caught up to last year's schedule".
Mr. Wetherbee said that the general consensus in the Hammonton area is that harvest of the Duke variety will begin sometime the week of June 18. Those growing the Weymouth variety might begin harvesting a couple days earlier, but those berries will be in limited volume.
Art Galletta, co-owner and sales manager of Atlantic Blueberry Co., which is New Jersey's largest family-owned blueberry farm , concurs.
"We expect to match last year's volume," said Mr. Galletta. "The blueberries are maturing quite nicely, and our bushes got through the winter without any damage."
Mr. Galletta observed that the spring conditions were optimal for pollination, and despite nationwide concerns regarding the lack of bees, "we noticed that the weight of the hives we took out of the fields after pollination was even heavier that last year - and last year was pretty good."
Mr. Galletta advised all buyers to keep in contact with suppliers for up-to- date information.
Francisco Allende, sales manager of Sunny Valley International, which oversees the sales for blueberries from the Jersey Fruit Cooperative Association, said that great promotional opportunities exist for the 2007 season.
"The timing of the season combined with the outstanding quality that is appearing in the fields should provide the retail industry with great prospects in maintaining high demand and plenty of repeat customers looking for New Jersey blueberries," Mr. Allende said. "I think from grower to retailer to consumer, all will be very satisfied with the product coming from New Jersey."
He added, "Our goal for the 2007 blueberry season is to ensure [that] our customers are receiving a product that is of consistent quality, grading and packaging. Our packingline is diverse enough to include pints, quarts and two-pound clamshell containers."
Mr. Allende noted that Sunny Valley has created a weekly news e-mail that is sent to its customer base as well as to anyone else interested in blueberries. "This report gives readers a sense of what is happening in the field," he said. "We include crop forecasts, weather conditions and actual pictures of the harvest."
Vince Consalo, president of William Consalo & Sons Farms, said that his customers are always excited when the New Jersey blueberry deal arrives.
"Everyone looks forward to the beginning of the New Jersey blueberry season," said Mr. Consalo. "When it comes to blueberries, New Jersey really enjoys a prestigious reputation. Our growers are known for producing a consistent, high-quality product, and that provides many marketing and promotional opportunities for retailers. I really think the market is going to be quite active this year."
David Arena, president of Frank Donio Inc., said that his customers are eagerly awaiting the start of the season. Mr. Arena, whose company packs under the "Top Crop" label, said that he has been in constant contact with his growers, and while visiting individual farms, he is very encouraged with what he sees in the fields.
"The berries are sizing up very nicely, and there are plenty on the bushes," he said. "I think this affords the retailers with excellent opportunities to promote large volumes of quality fruit."
Mr. Arena announced that beginning this year, Donio will be instituting a state-of-the-art technology that will color-sort and soft-sort all blueberries on the firm's packingline.
"New Jersey's blueberries are always second to none when it comes to quality," said Mr. Arena. "We hope this new equipment will give us the opportunity to enhance this stellar reputation".
In order to maintain consumer excitement for New Jersey blueberries, the New Jersey Blueberry Industry Advisory Council will be promoting Jersey blues throughout the Eastern Seaboard.
Mr. Wetherbee, who serves as chairman of the council, stated that the group has organized an aggressive marketing campaign intended to create trade and consumer awareness and demand for New Jersey blueberries.
Designed to complement the New Jersey Department of Agriculture's long- running Jersey Fresh advertising and promotional program, the council will use this highly successful brand image to benefit the promotion of blueberries to consumers long aware of Jersey Fresh.
"The Jersey Fresh blueberry promotional plan will be a multi-media advertising effort that will include trade print ads, retail point-of-purchase materials, radio advertising and consumer promotions," he said.
Mr. Wetherbee also said that the council has purchased space for blueberry ads, which will appear in major trade publications throughout June and into July.
The council has worked with a media company to develop a 30-second radio commercial, which will alert listeners about the availability of Jersey Fresh blueberries. These ads will air in Philadelphia, New Jersey, New York and into New England.
To help consumers identify New Jersey-grown blueberries, Jersey Fresh price cards have been developed and will be distributed through retail markets. The council is also working with the northern New Jersey-based retail chain Kings Super Markets Inc., which runs a highly successful cooking school. The council is sponsoring a blueberry program in the school to teach participants how to use New Jersey blueberries in their cooking.
The council also will help sponsor regional blueberry promotions, festivals and activities throughout the state of New Jersey.
For more on the Jersey blueberry deal, see the June 18 issue of The Produce News.
(Al Murray is New Jersey's assistant secretary of agriculture.)
Tim Wetherbee, sales manager for Diamond Blueberries Inc., expects a very good season. His growers have recorded near normal timing with the possibility of the harvest beginning one or two days later than last year.
"The mild weather experienced during the spring brought many days that were in the 50s and nights that dipped into the 40s," Mr. Wetherbee said. "Consequently, the fruit on the bushes appeared to mature a little slower than normal. However, with the recent influx of summer-like weather, I believe we have caught up to last year's schedule".
Mr. Wetherbee said that the general consensus in the Hammonton area is that harvest of the Duke variety will begin sometime the week of June 18. Those growing the Weymouth variety might begin harvesting a couple days earlier, but those berries will be in limited volume.
Art Galletta, co-owner and sales manager of Atlantic Blueberry Co., which is New Jersey's largest family-owned blueberry farm , concurs.
"We expect to match last year's volume," said Mr. Galletta. "The blueberries are maturing quite nicely, and our bushes got through the winter without any damage."
Mr. Galletta observed that the spring conditions were optimal for pollination, and despite nationwide concerns regarding the lack of bees, "we noticed that the weight of the hives we took out of the fields after pollination was even heavier that last year - and last year was pretty good."
Mr. Galletta advised all buyers to keep in contact with suppliers for up-to- date information.
Francisco Allende, sales manager of Sunny Valley International, which oversees the sales for blueberries from the Jersey Fruit Cooperative Association, said that great promotional opportunities exist for the 2007 season.
"The timing of the season combined with the outstanding quality that is appearing in the fields should provide the retail industry with great prospects in maintaining high demand and plenty of repeat customers looking for New Jersey blueberries," Mr. Allende said. "I think from grower to retailer to consumer, all will be very satisfied with the product coming from New Jersey."
He added, "Our goal for the 2007 blueberry season is to ensure [that] our customers are receiving a product that is of consistent quality, grading and packaging. Our packingline is diverse enough to include pints, quarts and two-pound clamshell containers."
Mr. Allende noted that Sunny Valley has created a weekly news e-mail that is sent to its customer base as well as to anyone else interested in blueberries. "This report gives readers a sense of what is happening in the field," he said. "We include crop forecasts, weather conditions and actual pictures of the harvest."
Vince Consalo, president of William Consalo & Sons Farms, said that his customers are always excited when the New Jersey blueberry deal arrives.
"Everyone looks forward to the beginning of the New Jersey blueberry season," said Mr. Consalo. "When it comes to blueberries, New Jersey really enjoys a prestigious reputation. Our growers are known for producing a consistent, high-quality product, and that provides many marketing and promotional opportunities for retailers. I really think the market is going to be quite active this year."
David Arena, president of Frank Donio Inc., said that his customers are eagerly awaiting the start of the season. Mr. Arena, whose company packs under the "Top Crop" label, said that he has been in constant contact with his growers, and while visiting individual farms, he is very encouraged with what he sees in the fields.
"The berries are sizing up very nicely, and there are plenty on the bushes," he said. "I think this affords the retailers with excellent opportunities to promote large volumes of quality fruit."
Mr. Arena announced that beginning this year, Donio will be instituting a state-of-the-art technology that will color-sort and soft-sort all blueberries on the firm's packingline.
"New Jersey's blueberries are always second to none when it comes to quality," said Mr. Arena. "We hope this new equipment will give us the opportunity to enhance this stellar reputation".
In order to maintain consumer excitement for New Jersey blueberries, the New Jersey Blueberry Industry Advisory Council will be promoting Jersey blues throughout the Eastern Seaboard.
Mr. Wetherbee, who serves as chairman of the council, stated that the group has organized an aggressive marketing campaign intended to create trade and consumer awareness and demand for New Jersey blueberries.
Designed to complement the New Jersey Department of Agriculture's long- running Jersey Fresh advertising and promotional program, the council will use this highly successful brand image to benefit the promotion of blueberries to consumers long aware of Jersey Fresh.
"The Jersey Fresh blueberry promotional plan will be a multi-media advertising effort that will include trade print ads, retail point-of-purchase materials, radio advertising and consumer promotions," he said.
Mr. Wetherbee also said that the council has purchased space for blueberry ads, which will appear in major trade publications throughout June and into July.
The council has worked with a media company to develop a 30-second radio commercial, which will alert listeners about the availability of Jersey Fresh blueberries. These ads will air in Philadelphia, New Jersey, New York and into New England.
To help consumers identify New Jersey-grown blueberries, Jersey Fresh price cards have been developed and will be distributed through retail markets. The council is also working with the northern New Jersey-based retail chain Kings Super Markets Inc., which runs a highly successful cooking school. The council is sponsoring a blueberry program in the school to teach participants how to use New Jersey blueberries in their cooking.
The council also will help sponsor regional blueberry promotions, festivals and activities throughout the state of New Jersey.
For more on the Jersey blueberry deal, see the June 18 issue of The Produce News.
(Al Murray is New Jersey's assistant secretary of agriculture.)
