Southeast U.S., California berries delayed, demand high

Blueberries, strawberries, blackberries and raspberries do well on social media, with their natural good looks and sweet nature.

And in the changed world of 2021, many companies marketing berries have delved into these digital opportunities to promote and sell — with encouraging results.

“Demand has consistently been very strong. We’re lucky to represent such a coveted and popular commodity,” said Nick Chappell, director of sales at California Giant Berry Farms, Watsonville, Calif. “While supply has been tighter this year compared to previous, customers are still asking for and buying all the berries they can get their hands on.”

California Giant posts to Instagram almost daily, with content such as promotional contests, recipes, nutrition facts, videos, partnerships and food holiday tidbits.

“Warmer weather is calling!” an April 24 post says. “Enjoying the fresh air, a relaxing read and a refreshing berry iced tea sounds like a weekend plan to us!”

Instagram is not simply a diversion for the young, but a viable marketing tool, especially when consumers are advised to avoid crowds and online shopping has skyrocketed.

While digital marketing, as well as indoor agriculture, are growing movements, weather and other traditional factors still carry the most weight in determining how a marketing season will fare.

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