The 2022-23 season marks the 100th anniversary of Astin Farms, and Payton Astin, marketing director for the Plant City, Fla.-based supplier, said that milestone will be celebrated.
“We believe this is a milestone that deserves to be celebrated and, more importantly — communicated to our consumers,” Astin said. “Our story is rooted four generations deep, and our passion for people inspires us to continue our legacy for many more years.”
Astin said the firm is releasing special edition packaging to commemorate and highlight the 100-year accomplishment, with the goal of sparking a conversation among the brand’s consumers.
“Living in a time that feels heavily automated in many areas, it is still important to know and trust where your food is coming from,” she said. “Trust is built on understanding the story. While we also plan to utilize several other avenues of marketing this season, we plan to continue our conversations directly with consumers via social media platforms. “
Supply outlook
The weather this season has been warm, which Astin said has been beneficial to the company’s production in late November and early December.
“We are expecting some cooler weather, which will continue to enhance the quality and flavor of our strawberry crop throughout the season,” Astin said Dec. 9. “As we continue to increase in yield over the coming months, our peak production is expected to occur around Feb. 20 and will continue through mid-March.”
Selling strong
The best way that retailers could promote Florida strawberries would be to highlight the growing standards and quality of fruit that Florida has to offer, Astin said.
“Membership programs, such as Fresh From Florida, are a great way to create relationships between the grower and the consumer,” she said. “When a product displays the Fresh From Florida identifier on its packaging, the consumer recognizes it, which in turn not only validates the product but also accredits the retailer for offering premium products to its consumers.”
