Market Minute: Strawberries ramping up for great ad promotions
By
Ron Pelger
Market Minute: Strawberries ramping up for great ad promotions
The new strawberry crop is starting to increase in production. Currently, California, Florida and Mexico are showing a light demand with a steady market. Retailers are being a bit discreet as they anticipate the market declining.
The fall planted berries in Oxnard, CA, may be at risk from heavy rain and strong winds in the forecast. So, check with your supplier on California berries.
Mexico is showing an increase in production as volume builds up. Florida strawberries are also increasing nicely and are expected to be ready for retail promotions as the volume production grows larger.
Other berries are also available to add to your display as more volume starts to increase. Blackberries, raspberries and blueberries are active out of central Mexico. Blackberries and raspberries are also available out of California while blueberries are available from Peru but will be transitioning to Chile and Mexico.
All berries accounted for more than $12 billion in sales last year. Now is the time to start getting your winter-spring berry displays set in place.
Choose a good location, preferably at the department entrance where shoppers will have complete visuals on the berries. Ideal displays are a refrigerated case, free-standing fixture or end cap. Wherever you prefer, make sure to be aggressive for the best sales results. Tie in dessert cakes, whipped toppings and chocolate dips.
Again, weather is always a challenger of agriculture. So, make sure you check with your berry suppliers for updated information prior to planning advertising promotions. Always make certain you can secure sufficient product to support your ads.