Oppy and Ocean Spray celebrate 20 years of cranberry collaboration in U.S. market

Oppy and Ocean Spray marked two decades of partnership in the U.S. this year, delivering cranberries throughout North America while commanding majority market share throughout the fall and early winter, according to a news release.

The companies are seeing a healthy growing season throughout the Pacific Northwest and Wisconsin, with volume increases expected compared to last year, Oppy’s Category Manager and Senior Sales Representative Tony Illiano, who manages Oppy’s cranberry program with Ocean Spray, said in the release. Both regions have experienced good pollination and bud set which has translated into good sizing, according to the release.

With crop now shipping, Illiano said that this year’s U.S. Thanksgiving holiday — on Nov. 23 — is the earliest it’s been in five years.

“We highly recommend that retailers get their orders in promptly to capitalize on the brand status of Ocean Spray in their stores,” he said.

Thanksgiving isn’t the only holiday that will happen earlier than usual. “Friendsgiving” has become an emerging celebration trend, typically observed a week prior to traditional festivities, according to the release.  Ocean Spray’s Senior Manager of Fresh and Natural Specialty Channel Brendan Schulke said in the release that Friendsgiving continues to become an integral and expanding aspect of its cranberry campaign.

“This year’s marketing campaign centers around injecting fun into festivities, with initiatives like new shipper units, TV and digital promotional support, brand collaborations, influencer marketing, events and virtual experiences,” he said. “Consumers have also been able to take advantage of shoppable recipes, instant giveaways, in-store POS with shelf talkers and tags, and social content.”

Ocean Spray is offering a top prize of $10,000 with its “Buy three, win big” promotion showcased on the front of each pack. Through purchase and receipt verification, shoppers can instantly win the jackpot or thousands of prizes, including gift cards for Uber, Spotify or Airbnb, according to the release.

“Oppy and Ocean Spray have been working together for more than 50 years — it’s really become an essential part of what powers our growth. Retailers take comfort in knowing they can trust both Ocean Spray and Oppy to bring exceptional quality to their customers — I believe our expertise in selling cranberries together is unmatched,” Schulke said.

“I am honored to continue our strong partnership for U.S. sales and distribution,” Illiano said. “It’s been such a successful collaboration that we’ve found new ways to work together outside of cranberries by growing into other premium products.”

With over 50 touch points at retail, Ocean Spray’s presence in the produce department has expanded significantly to include strawberries, raspberries, blackberries, blueberries, citrus and grapes through its partnership with Oppy, the release said.