Naturipe looks for best-ever summer berry volume

Naturipe will have plentiful berry supplies this summer, says Jim Roberts, president of sales for the Naples, Fla.-based marketer of both conventional and organic fruit.

“This summer is setting up to be our strongest ever year of production,” Roberts said. “California production has been delayed due to the spring rains and cooler temps, so strawberries will be in greater supply this summer.”

Dealing with the variability of Mother Nature is perhaps one of the top challenges for berry growers in every region, he said.

For blueberries, Roberts said the marketer’s northern growing regions in Michigan, New Jersey and the Pacific Northwest have had much better weather through this spring's pollination, which has resulted in strong crops set on the bush with outstanding quality.

“We will also have increased production of raspberries and blackberries, which combined will bring us strong volumes all summer long,” he said.

Marissa Ritter, marketing manager, said Naturipe is promoting its Mighty Blues blueberry line and its new Mighty Reds strawberry line, two products from Naturipe’s premium products line.

“These offerings are jumbo-sized and packed with more flavor, sweetness, and juiciness than anything we’ve grown before,” Ritter said.

Roberts also said Naturipe is excited about fantastic new varieties coming out of its proprietary breeding program.

“Our owners have made significant investments in berry breeding so that we can bring the highest quality varieties to market, many of which will be available starting this summer,” Roberts said.

Related news: California Strawberry Commission appoints two new leaders

Summer promotion

In other marketing news, Naturipe has launched a new consumer-focused summer campaign, titled “All Berry Summer.”

The campaign invites consumers nationwide to buy their favorite Naturipe berries, snap a photo of the recipes they create, and tag Naturipe on social media (Instagram, Facebook and Twitter) with the hashtag #AllBerrySummer, she said.  

Each submission is an entry to a raffle, where the grand prize is a month of free berries and Naturipe merchandise, Ritter said.

“We’re excited about this campaign because it gives us a chance to do one of our favorite things — see consumers enjoying our berries,” Ritter said.

Consumers enjoy being involved in the berry marketing process and engaging with their favorite brands, which is where the inspiration for #AllBerrySummer came from, she said.

“We’ve also observed that consumers respond well to marketing that showcases the fun and delicious recipes they can make with our berries,” she said. “In particular, parents love the colorful creations they can make with their children, such as the Extraordinary Berry Rainbow Wands."

Related news: Grower expects strong Pacific Northwest blueberry season

Retail push

Ritter said retailers can sell even more berries by creating large, eye-catching berry patch displays at the front of their produce departments.

“Summer is the perfect time to showcase all of the peak season berries in multiple pack sizes to ensure they meet the needs of all consumers,” she said. “Also, consumer research has shown that shoppers are more likely to pick up multiple different berry types when they are merchandised together, so a berry patch display helps boost impulse purchases with shoppers and grow total basket.”

Retailers can also promote "berry-licious" recipes in their marketing materials, Ritter said. In the summer, consumers especially love no-bake recipes, such as Strawberry Shortcake’s Ricotta Toasts, Strawberry Watermelon Agua Fresca and Blueberry Coconut Roll-Ups, she said.

Retailers can also promote the health benefits of berries, Ritter said.

“During the winter, everyone loves cozy and hearty recipes, but now that its summer, consumers are looking for something a little lighter and more refreshing," she said.

Related news: Fresh Trends 2023 — A briefing on blackberries

Packaging aims

Ritter said Naturipe has been making great strides in integrating sustainable practices into all aspects of its operations, including its packaging.

“Since 2015, we’ve led the charge to reduce plastic [top-seal technology], increased the recycled content, transitioned to recycle-friendly wash-away labels, and incorporated the How2recycle logo into our packaging design,” she said. “Naturipe will continue to explore new and innovative ideas in all areas of our supply chain to bring additional value to our growers, customers and ultimately the consumer.”