Retail remains critical for Florida strawberry sales - The Packer

Retail remains critical for Florida strawberry sales

12/23/2011 10:29:00 AM
Doug Ohlemeier

Keith Mixon, president of SunnyRidge Farm-Dole, Winter Haven, said strawberries enjoy strong promotional support in the produce aisle.

“Most retailers see strawberries as an everyday item, as their foundation,” he said.

“As promotional opportunities come up, being nimble and aggressive to really push the product when it’s at the right time and price is important. That seems to maximize the business part of it. Their tactics on how they do it from the in-store portion are as varied as the different store brands out there.”

Valerie Lott, director of strawberry business management for Driscoll Strawberry Associates Inc., Watsonville, Calif., said Florida’s growing deal helps retailers.

“At Driscoll’s, we’ve been working relentlessly toward building our year-round supply of great quality strawberries,” she said.

“Florida is a very important part of that strategy and we’re excited to offer customers increasing supplies this season.”


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