Berry patch theme supports entire category - The Packer

Berry patch theme supports entire category

05/24/2010 12:42:49 PM
Tom Burfield

They’re available year-round from California, Florida, Argentina, Uruguay, Oregon and New Jersey, she said.

The company also has a year-round blackberry deal, sourcing from California and Mexico, and ships raspberries year-round from Oxnard and the Salinas-Watsonville area, though not always in promotable volume.

The goal of Salinas-based Colorful Harvest LLC is to “build a successful year-round berry program in all berry categories,” said Doug Ranno, chief operating officer and managing partner.

But with weather and availability gaps, “sometimes that doesn’t happen,” he said. “All the rains in Mexico have made the blackberry market challenging this year.” Each year, the company tries to add a couple of new ranches to fill out its year-round strategy, he said.

Hollister agreed blueberries are “probably the most geographically diverse and complicated in planning and execution in the berry patch strategy.”

The peak promotional season for Driscoll’s blueberries is in January with berries from South America, and in June, July and early August from North America, Hollister said.

Driscoll’s is aiming for year-round availability for raspberries, shipping from Mexico, Southern California and the central coast of California with peaks in May, June and July and in September and October.

The company sources blackberries from Central Mexico and Central California with peaks in November and early December and April-May from Mexico and in June, July and August from California.

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