Florida strawberries are profitable and popular in the market because they give retailers the ability to sell and promote a continuous fresh berry program to consumers all year long, said Jim Grabowski, director of marketing for Well-Pict Berries, Watsonville, California.
To accomplish this, Florida provides a supply of new strawberry crop during the winter supply gap from the west coast.
The best way to merchandise the berries is to pair them with other store items that create an experience for the shopper, Grabowski said. Also, he said making displays for events such as New Year’s Eve and Valentine’s Day that include strawberries, champagne and chocolate is effective as well.
Sue Harrell, director of marketing with the Florida Strawberry Growers Association, Plant City, Florida, said another marketing opportunity includes joining the “Fresh from Florida” program, and many Florida strawberry products contain the “Fresh from Florida” logo on them.
“Since Covid, we have seen an increase in interest in buying Florida grown,” Harrell said. “The ‘Fresh from Florida’ logo is so important on packaging, and it takes the guesswork out of finding out where the product is grown. It is on the front of the package and is easy to use. Supporting local industries has been on the rise.”
Harrell said many retailers are allowing the “Fresh from Florida” signage on displays in stores as well. She also said social media presents another marketing outlet.
“Social media has been increasing and is a must for any and all businesses, especially our industry,” Harrell said. “Transparency is what consumers want, and the producers of Florida agriculture love to tell their stories. This is the perfect platform to share your favorite recipes and get feedback on the product.”
