Tom Burfield

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With favorable crop conditions reported for California fruits like berries, citrus and melons, some major grower-shippers in the state are gearing up for promotions to help boost summer sales.
Suppliers are prioritizing value and convenience in this increasingly popular packaging.
California’s produce industry is anticipating a robust 2026 season with increased strawberry yields, steady table grape volumes and high-quality stone fruit, all supported by early harvests and aggressive global marketing campaigns.
The board has rolled out Cinco de Mango campaign initiatives, as well as released multiple studies, including one that examines the impact of mangoes on prediabetic adults and overweight adults.
“Stokes Purple sweetpotatoes have that special balance of pigment to wow and appear very dark, while the sweetness is high enough to balance out the bitterness of the purple color,” says Jeremy Fookes, sales director for A.V. Thomas Produce.
Distributors say big and bold techniques could help retailers move more mangoes.
Intiatives range from a how-to series of recipe and cooking tip videos to social media outreach to providing retail resources.
The Fresh Produce Association of the Americas is supporting projects that is says are beneficial to shipping perishables.
The year began with brisk movement from Mexico, and importers were hopeful that a heat wave wouldn’t hinder momentum into the late spring and summer.
While the fruits have their peak season, these factors help maintain steady demand throughout the year.