Winter in Florida means strawberry season.
While much of the country’s fields lie dormant, Florida growers are in the midst of their prime growing season that runs from fall through spring. Known for sweetness and quality, Florida strawberries help satisfy consumer cravings throughout the winter months.
The winter season’s warm days and cool nights are key to the growing process.
“This weather helps ensure that strawberries grown in the Sunshine State are flavorful and juicy,” says Susie McKinley, director of the Florida Department of Agriculture and Consumer Services’ marketing and development division.
“Winter is a great time of year in Florida with its ideal temperatures, climate and rich soil for strawberries,” says Nick Wishnatzki, public relations director for Wish Farms. “With cool nights in the 50s and 60s and sunny, bright days around 70 degrees, it makes for delicious, sweet berries. We are essentially growing and harvesting from Thanksgiving to Easter.”
A winter harvest gives Florida growers an edge in providing the first strawberries of the season, and McKinley says that Plant City, Fla. is the winter strawberry capital of the nation.
When it comes to the economic significance of strawberries to Florida’s agricultural economy, McKinley says that:
- Florida ranked No. 2 in cash receipts of strawberries in the U.S. in 2022.
- Florida’s cash receipts for strawberries in 2022 were $477,332,000.
- Florida’s cash receipts for strawberries have increased by 78.5% from 2013 to 2022 (10-year comparative difference).
To ensure that the strawberries are reaching the retailers and the consumers at peak freshness, Wish Farms has strict quality control systems in place.
“We have a dedicated QC team and strong operational processes in place,” Wishnatzki says. “When the berries are picked, they go through our state-of-the-art facilities as quickly as possible so we can get them cooled down. Staying cold is important to maintain quality. Getting the initial field heat out of the berries extends the shelf life quite a bit.”
Wishnatzki says quality control steps in the fields help ensure only high-quality berries go into packages.
“Once they’re picked, we have other processes after that to inspect the fruit and make sure that it’s up to retail standard,” he says. “We have a lot of processes in place to make sure that we are getting the freshest possible berries to consumers. It’s important for shoppers to realize how quickly the berries get to the store right after they’re picked.”
Kristen Hitchcock, chief financial officer for Parkesdale Farms, a key grower for Gem-Pack Berries, agrees that quick storage is key. “Picking fresh daily and having them in a cooling facility within 10 miles of the farm to be prepped and ready to ship that day” is one strategy to ensure Florida strawberries reach retailers and consumers at peak freshness, Hitchcock says.
And there have been notable changes to the state’s strawberry industry over the years.
“When we came to Florida in 1957 [with the Parkes family], the most any grower had was 5 acres of strawberries. Now growers have up to 1,500 acres of strawberries,” Hitchock says. “We went from picking only in open boxes with pint baskets, now we use clamshells with many size varieties for different customer needs.”
Strawberry trends and consumer preferences
“Florida strawberries are not only delicious and sweet, but also nutritious, offering a source of vitamins, minerals, fiber and antioxidants,” McKinley says. “Health-conscious consumers enjoy strawberries on leafy green salads for sweet flavor and color, mixed into smoothies and included as the main ingredient for baked goods and delicious desserts. Further, strawberries are the star of charcuterie boards, fun holiday treats and lovely garnishes. Consumers also prefer strawberries simply washed and eaten.”
Wishnatzki says Wish Farms seeks the juiciest and largest berries to meet consumer demand.
“The consumer likes a large red strawberry, so that’s something we strive for when we look for genetics and different varieties — we know they want a sweet-tasting experience,” he says. “They want a juicy, nice-sized berry. We work on trying to find the best varieties, not only for growers so that they can be sustainable, but for consumers to have a great eating experience, because that’s what it’s all about.”
To meet consumer demand for innovations, Florida growers cultivate two popular white varieties, the Florida Pearl, and Pink-A-Boo pineberries.
“Pearl is the first white-fruited strawberry released by [the University of Florida’s Institute of Food and Agricultural Sciences] and is the first distributed widely in supermarkets around the United States,” McKinley says.
The University of Florida’s website says UF/IFAS strawberry cultivars are bred to have the yield, fruit quality and disease resistance that Florida growers need.
Wish Farms’ Pink-A-Boo pineberries are another option.
“The Pink-A-Boo pineberries are something that we pushed to bring to the market a number of years ago, and we rolled them out in a big way in 2021,” Wishnatzki says. “It’s been a nice item that retailers like to merchandise next to red strawberries. It’s a very unique flavor profile. You can get notes of pineapple, pear and sometimes kiwi. There are all kinds of different flavors that kind of pop up with pineberries.
“It’s a great item for stores to carry, and it’s a good crop for the grower as well,” he adds. “It’s become very popular, especially on charcuterie boards, where it’s a nice standout and a conversation starter.”
Parkesdale Farms has specific varieties that are favorites, as well as its version of the white strawberry.
“We love the Florida Sensation, Florida Brilliance and our newest variety, the Florida Ember,” Hitchcock says. “We are also growing the specialty white berry we call our Winter Frost Berry.”
Educating consumers
McKinley says the Florida Department of Agriculture and Consumer Services promotes Florida strawberries to consumers throughout peak season from December through March, adding that the Fresh From Florida marketing campaign includes TV, radio, digital, social, print, online shopping and more.
“The advertising focuses on seasonality so that shoppers know when Florida products are fresh and available in stores,” she says. “Additionally, the campaign encourages consumers to visit freshfromflorida.com where hundreds of delicious recipes using Florida grown products are featured. Florida’s culinary ambassador, chef Justin Timineri, offers many tasty recipes via social media and even video.”
Partnering with retailers
From December through March, grocers heavily rely on Florida growers to meet the consumer demand of strawberries, McKinleys says.
“During Florida’s strawberry season there are prime opportunities for marketing Fresh From Florida strawberries to shoppers through holiday-themed promotions and sampling,” she says. “Strawberries shine during festive occasions such as New Year’s Eve and Valentine’s Day, where they can be paired with sparkling wine, incorporated into craft cocktails or enjoyed as a chocolate-dipped treat. “
To boost strawberry sales, grocers can use the Fresh From Florida logo and branding in their weekly ads and in-store promotions, as well as organize sampling events — which have proven to be a successful strategy in engaging customers and encouraging purchases, McKinley says.
Other components of a comprehensive marketing strategy can include display contests, POP materials and social media campaigns that highlight the quality and freshness of Fresh From Florida strawberries, she says.
Retail partnerships also play a key role.
“We have programs built out with different retailers; some like to promote the fact that they’re Florida strawberries,” Wishnatzki says. “For others, that is not a very big priority, but there are times when they ask for a picture of the grower and more of a backstory so they can display that. That allows people to see where their fruit is coming from.”
Meghan Diaz, senior director of local and regional produce for Sprouts Farmers Market, says partnerships help the grocer provide customers with local produce.
“Sprouts’ DNA is rooted in sourcing and supporting local farmers. This commitment is at the core of our mission to deliver the freshest, most flavorful products to our customers,” Diaz says. “Freshness isn’t just a promise, it’s the difference you can taste, and it’s made possible by partnering with incredible growers right here in Florida during the strawberry season.”
