Watsonville, Calif.-based California Giant Berry Farms expects big volumes of organic and conventionally grown strawberries for Mother’s Day and National Strawberry Month.
The company reports it is on track to deliver peak promotable volumes of California strawberries, led by its Oxnard, Santa Maria, Watsonville and Salinas growing regions, according to a news release.
“Our season hasn’t been without challenges,” Andy Rice, vice president of field operations and product supply at California Giant Berry Farms, said in the release. “Unseasonably cold, rain and flooding impacted our California growing regions early on. But despite this, the plants are healthy and are ready for a strong season — which translates into the high-quality, sizeable, and flavorful fruit California Giant is known for.”
California Giant reports sizeable, high-quality fruit out of Oxnard in its peak volume window, which will continue through mid-May.
Likewise, California Giant’s Santa Maria region is reporting bountiful harvests, estimating week-over-week increases of promotable volumes now through mid-June, the release said.
The Watsonville and Salinas growing areas — despite initial weather challenges — are seeing expanding output, with estimates projecting substantial increases in harvested volumes through early June. Due to the area’s late start, production curves have been shifted, with the company forecasting fruit available late into summer, the release said. The region’s ranches are reporting excellent quality and flavor, alongside sizable fruit, according to the release.
To support the expected influx of strawberries, California Giant employs Instacart advertising and Ibotta consumer promotions to drive purchase intent for fresh berries, according to the release. In correlation, the brand will launch consumer engagement sweepstakes to further drive brand awareness and demand.
“Instacart helps us in our mission to provide fresh, nutritious strawberries to families everywhere,” Kyla Oberman, director of marketing at California Giant, said in the release. “By leveraging Instacart’s advertising solutions, we’re able to amplify our berries at the top of the digital shelf, giving us the unique opportunity to connect and reach new consumers shopping online nationwide while supporting our trade partners to successfully deliver our products through to the last mile.”
