California fresh fig season arrives

California's fresh fig season is officially underway, according to Madera-based California Fresh Fig Growers Association. 

This year's first crop, known as the breba crop, delivered the first mission figs of the season in May to June, according to a news release. The main crop, now underway, is delivering plump and delicious varieties, such as brown turkeys and sierras. Additional varieties will continue to become available through November.

There are five primary varieties of California fresh figs, comprised of brown turkey, kadota, mission, sierra and tiger, according to the release.

Characteristics of the varieties, according to the association:

• Mission: purple and black skin with deep, earthy flavor;
• Kadota: creamy, amber skin with a light flavor;
• Brown turkey:  light purple to black skin with robust flavor;
• Sierra: light-colored skin with a fresh, sweet flavor; and
• Tiger: light yellow color with unique, dark green stripes and a bright red-purple interior fruit with fruity, raspberry, citrus flavor.

"California fresh figs this season will be excellent," Karla Stockli, CEO of the California Fresh Fig Growers Association, said in the release. "When you see them, buy them. Each variety is a special treat, and the window to enjoy is short but sweet."

A comparable size crop to last year's 10 million pounds will be harvested in 2022, according to the release.

"The California fig industry has been strategically focused on digital marketing efforts throughout the pandemic to ensure California figs stay top of mind among consumers, product developers and chefs," Stockli said in the release. "We have invested in beautiful photography and videos, new recipes, toolkits targeting dietitians and manufacturers, digital media partnerships, and more. The results are strong demand for California Figs in 2022."

To promote this year's fresh fig season domestically, the industry is partnering with Instacart on a paid promotion and placing a nationally distributed lifestyle TV segment airing Aug. 25 on "Daytime" and Sept. 3 on "The Lifestyle List," the release said. The industry will round out its fresh marketing efforts in 2022 with deliveries to media and nutrition influencers across the country.

Canada is the California fig industry's No. 1 export market, with nearly 50% of the fresh crop crossing over the border annually. Recent marketing efforts have also primarily focused on digital communications with an emphasis on social media advertising.

This year's marketing efforts include an advertorial in the Liquor Control Board of Ontario's popular digital and print publication Food & Drink magazine, recipe development, new photography and graphics, influencer outreach, social media advertising, and a partnership with Taste Toronto, a digital platform for sharing food experiences and recipes, according to the release.

While California fresh figs are available seasonally, California dried figs are a year-round staple, offering the same nutrition and taste benefits.

Substitute dried figs for fresh in salads, sandwiches, pizzas, sauces and more, to enjoy California figs throughout the year.

For recipes and more information, visit CaliforniaFigs.com.