California strawberry business updates

Strawberries are one of the many delicious fruits that come from California (among other places.) Sink your teeth into these California strawberry business updates. 

Well Pict looks for an excellent strawberry crop

So far, this is a “postcard” year for Well-Pict Berries, says Jim Grabowski, director of marketing for the Watsonville, Calif.-based company. Grabowski said the company’s three primary growing districts are Oxnard, Santa Maria and Watsonville.  Well-Pict grows only its own proprietary varieties, he said.  “Our continual research program is always ongoing and looking for the next best variety for us to grow,” he said. About 10% of the firm’s strawberry volume is organic, and that has been expanding by small amounts for the past few years. Oxnard was the primary growing region in early to mid-March, with peak production there expected from mid-March through mid-April. “The weather has been cooperating, leading to production of what we refer to as “postcard berries,” meaning big size, full color and great taste,” he said. Santa Maria started around the beginning of March picking the ground crop, with the primary crop beginning in mid-March. Santa Maria berries, Grabowski said, will be a good supplement for the Easter pull with their peak starting about the middle of April. “Watsonville is coming along nicely and we should begin walking the fields around the beginning of April, with full production by the middle of the month,” he said. In general, Grabowski said production should be on a par with last season. “Crop conditions as of the date have been very good so far. Warm days and cool nights have been ideal for growing strawberries,” he said.

Red Blossom anticipates strong volume Santa Maria and Watsonville

With strawberry volume from both Santa Maria and Watsonville, Salinas, Calif.-based Red Blossom Sales will have strong availability from March through the end of August. Peak availability for Red Blossom from Santa Maria will be March 21 through June 15, with peak availability in Watsonville from May 1 through Aug. 30, said Craig Casca, vice president. Acreage, mostly planted in frontera and monterey varieties, is about the same for the firm. Perfect weather though mid-March has raised expectations for excellent quality, he said.

Main Street Produce gears up for bigger volume

Growing in the Santa Maria Valley, Main Street Produce Inc. will begin its peak volume in the middle of April, which will continue

though mid-June, said Roger Privett III, sales and business development manager for the Santa Maria, Calif.-based company. Harvest will continue for Main Street Produce through November, he said. “The growing conditions this winter have been ideal,” Privett said.  “Our harvest start date is on time, despite us planting later than expected. With our expanded acreage, we plan to have about 30% more total production than 2020.” At this point, about 5% of the firm’s crop is organic, he said. “Our goal is to continue partnering with our customers to fulfill their organic and conventional strawberry demands now and into the future.” Main Street keeps its strawberry variety mix stable, but the grower is watching a few new University of California varieties. “We have found a lot of success growing the monterey variety,” he said. Main Street has expanded its Santa Maria strawberry acreage for 2021 and will plant a secondary strawberry crop, which will allow the company to provide strawberries from Santa Maria nearly year-round, he said.

Driscoll’s

Though the majority of its berries are grown in Califonia, Watsonville, Calif.-based Driscoll’s grows and operates in more than 20 countries, said Frances Dillard, vice president of brand and produce marketing. “In the U.S. we grow and operate in California, Mexico, Florida and Canada to service the year-round needs of the U.S. consumer,” Dillard said.  A strength of Driscoll’s, she said, is its dedicated research and development center, which is focused on breeding exclusive varieties for its network of independent growers.  Driscoll’s introduced a premium high flavor segment in 2019 — Sweetest Batch and Rosé Strawberries — the first to market. “Our mission and priority is flavor,” she said.  “Our genetic pipeline is strong and we expected great flavor in the marketplace.”  She said Driscoll’s is the market leader in organic strawberries and that segment continues to grow at a healthy pace. Driscoll’s marketing team has expanded programs into e-commerce to capture the online shopping experience.

Cal Giant sees stable outlook

California Giant Berry Farms expects peak availability from Oxnard from early to late April, Santa Maria from late May to early June, and Watsonville in the month of June, said Kyla Oberman, marketing director for the Watsonsville, Calif.-based company. About 10% of Cal Giant’s production is organic, and Oberman said Cal Giant expects to continue to grow alongside consumer demand.