Strawberry, asparagus prices to rise for Easter - The Packer

Strawberry, asparagus prices to rise for Easter

03/02/2012 01:49:00 PM
Andy Nelson

Pamela RiemenschneiderShippers of California strawberries and asparagus expect markets to strengthen in the runup to Easter, but promotable volumes of both holiday favorites should be readily available.

Strawberry demand was strong in late February and would likely strengthen for Easter, said David Cook, sales manager for Deardorff Family Farms, Oxnard, Calif.

Cook expects a good transition, with California volumes coming on just as Florida and Mexico were winding down. By Easter, which falls on April 8 this year, the Golden State should have the deal more or less to itself, he said.

“Things are working out the way they should for a change,” he said.

California volumes will start to peak the week after Easter, but there will still be plenty of promotable volume for the holiday, said Cindy Jewell, director of marketing for California Giant Inc., Watsonville.

“Easter is a make-or-break weekend for retail, and we’re going to have fruit,” she said.

That said, California Giant is encouraging retailers to see Easter as the starting point for strong spring promotions culminating in Mother’s Day May 13, Jewell said.

With Florida and Mexico volumes declining, markets would likely strengthen for the holiday, Jewell said.

“Volumes will be a little iffy, so hopefully we’ll be able to pull a decent price,” she said.

On Feb. 28, the U.S. Department of Agriculture reported prices of $16-18 for flats of 12 1-pint baskets of medium and large strawberries from California, up slightly from $15-16 last year at the same time.

As of the end of February, volatile weather in Florida left growers there fighting some quality issues, Jewell said.

On Feb. 28, eight 1-pound cartons of medium and large strawberries from Florida were $7.90-8.90, up from $6.90 last year at the same time.

For Easter, supplies will be heaviest from Oxnard and Baja California, Mexico, though the Santa Maria region also will have some product, Cook said.

Weather could throw a wrench in plans for some growers, Jewell said. Watsonville had rain at the end of February, and expected cool weather at the beginning of March would likely keep numbers down, she said.  

Rain wasn’t an issue in Oxnard as of Feb. 29, Cook said.

“If it rains in March, it really messes things up, but we’ve hardly any at all this whole season,” he said.


Mexican asparagus volumes will likely decline in March faster than California volumes will increase, leading to strong markets for Easter, said James Paul, salesman for Stockton, Calif.-based Greg Paul Produce and  Calexico, Calif.-base Altar Produce LLC.

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