Spring is here and summer is just ahead. That means California strawberries are on tap. California’s ideal climate produces 90 percent of the nation’s strawberries, yielding 1.8 billion pounds annually, and more organic strawberries are grown in California than anywhere in the world.

There are approximately 300-400 commercial growers farming up to 40,000 acres in five main districts in the California coastal regions of Orange County, Oxnard, Santa Maria and Watsonville/Salinas. That’s a tremendous amount of fruit, and it takes strong retail merchandising to keep it all moving. To do so you need enthusiasm, creativity and a well planned sales floor.

Few things brighten a produce department like a bold, colorful display of premium berries right at the entrance. That burst of red signals freshness, warmth and the start of the summer selling season.

This is the perfect time to shift strawberries out of their small winter space and into a larger, high-impact display at the front of the department. This immediate visual cue sets a cheerful seasonal mood and often encourages shoppers to buy more fresh produce once they’re surrounded by that spring atmosphere. 

California strawberries are so popular that they even have their own annual celebrations: The California Strawberry Festival in Oxnard and the Garden Grove Strawberry Festival in Southern California.

Strawberries require strict temperature management throughout the cold chain and because they’re highly sensitive, they must be handled gently at every step. Here are a few tips:

• Move berries immediately into the cooler upon delivery arrival
• Inspect the clamshell strawberries thoroughly
• Remove any damaged or decayed fruit to prevent spread
• Maintain storage temperatures between 32–36°F
• Keep berries away from high airflow areas
• Do not overstock the berries on displays to prevent damage
• Berries require a rapid sales movement within three to four days.

California strawberries are exciting to sell because they consistently deliver strong volume. They’re a proven advertising draw, so placing them at the entrance of the produce department is essential. Displays should be bold, abundant and designed to move product quickly.

Here are some approaches that work:

• Best display location —highlight strawberries in a high-traffic location in the lobby or in the front of the store.
• Endcap tables — provide greater visibility than blending berries into a standard set. Clamshells stack easily, reduce labor and minimize shrink.
• Refrigerated cases — these are usually set in place at the entrance to the produce department. Their design highlights the berries’ bright color and creates a large, eye catching presence. Some mobile cases may have wheels that allow for easy repositioning.
• Display bins — also called farm bins that can be placed together for an outdoor country appearance. Fill them with false bottoms leaving only about a foot on the top to display two layers of clamshell strawberries. This will give an appearance of fullness yet maintain a fresh supply of product and control shrink from overstocking. Do not overfill them to prevent damage. 

Use your own ingenuity to create displays that excite shoppers and motivate them to purchase plenty of California strawberries. Give your customers a variety of sizes to choose. The most common retail sizes are 1- and 2-pound clamshell packages; but also check with shippers for other sizes that are available. Some retailers promote full flats in their ads. Others celebrate with a California Strawberry Festival advertising theme to stir up excitement for customers. Do what works for you. 

What do you think?  Write to me at [email protected]

Ron Pelger is a former director of produce merchandising and procurement for a major supermarket retail chain. He is currently a free-lance writer for the produce industry supporting growers, shippers, and retailers. He can be contacted at 775-843-2394 or by e-mail at [email protected].