Mid-May is traditionally when California strawberry shippers hit their peak weeks and once again looks to be the case for 2019.
In 2018, California shippers sent more than 8 million trays of fresh strawberries every week for an eight-week period running from the first week of May through the third week of June. During the two middle weeks of May, shipments surpassed 9 million trays both weeks, peaking at 9.7 million trays for the week ending May 18, 2018. It is unknown if those lofty numbers would be reached this year but the month of May is expected to be on par with the more than 35 million trays shipped last season during the month.
This year, the season got off to little slower start because of rainy weather in both January and February. By the end of February, California was about 4 million trays behind last years, but both March and April were very similar in total volume. Carolyn O’Donnell, communications director for the California Strawberry Commission, told The Produce News in late April that May still looked to be the top month in terms of volume. But the peak weeks may last longer, she said, but not be as voluminous.
Cindy Jewel, vice president of marketing for California Giant Berry Farms in Watsonville, CA, said Santa Maria’s volume would definitely peak in the middle of May while Watsonville’s production would probably peak in the first or second week of June. From a practical viewpoint, she said that meant there would be lots of berries throughout May and June. “We should have heavy volume through June,” she said in late April. “I was out in the fields today and the berries look great. And there are a lot out there.”
She added that retailers should have plenty of strawberries for promotion for at least the next few months. Last year, weekly volume from California topped the very-promotable 7 million tray mark for a 10-week period spanning from late April through June. And until the last two weeks of August, more than 6 million trays per week were being shipped. California’s strawberry shipments tend to continue at a fairly strong and steady clip through October, with at least 4 million trays each week, before declining in November.
Last year’s total volume from California topped 224 million trays, which was 10 percent more than the previous season, despite a drop in acreage. This year, there was another drop in acreage but yield gains continue to allow the industry to maintain its volume. O’Donnell said the speculation as the industry enters its heaviest shipping period is that this year’s total shipments will not be appreciably different that last year’s numbers, barring unforeseen weather problems.
The California Strawberry Commission is trying to help spur summer sales this year by sponsoring a “Strawberry Snack of the Summer” promotion all summer long. In fact, the consumer-focused sweepstakes kicked off on April 1 and will continue through Aug. 31. O’Donnell said consumers are being urged to submit original strawberry snack ideas through Instagram. Each of the five months, the commission will pick a winning entry and two runners-up. The monthly prize will be cooking accessories such as a Kitchen Aid mixer. The five winners will also compete for the grand prize of $1,000. O’Donnell said the goal is to create a buzz about strawberries on Instagram while giving consumers different ideas about consuming the fruit as a snack item.
She noted that snacking is a huge trend with the vast majority of consumers snacking at least once a day. “When they snack, we want them to think of strawberries,” she said.
Jewel said California raspberries and blackberries from the Watsonville district will join the party by the middle of May. Both of those berries, along with blueberries, should be in good supply throughout the summer and into the fall, allowing retailers the opportunity to promote the entire category.
