On Jan. 15, the USDA reported a price of $8.90 for flats of 8 1-pound containers of medium and large strawberries from Florida, down from $12.90-14.90 last year.
That should change, though, as early as the week of Jan. 21, as temperatures fall and markets likely return to more seasonably normal levels, Wishnatzki said.
But because volumes were scheduled to go up as January progressed, the cooler weather won’t curtail volumes much, Wishnatzki said. Still, they should be held enough in check to ensure stronger demand.
“Demand always goes up going into Valentine’s Day,” he said.