California strawberry marketers adjust tactics amid pandemic

Social media and digital outlets have become more important during the COVID-19 pandemic, California strawberry marketers say. 

“We are still marketing to our retail and wholesale trading partners and have probably made an extended effort to reach more end consumers through digital and social media outlets due to the increased numbers of people staying in and preparing meals at home rather than eating out,” said Jim Grabowski, director of marketing for Watsonville, Calif.-based Well-Pict Berries Inc.

Oppy has evolved during the pandemic, said Jason Fung, vice president of berries and greenhouse categories for the The Oppenheimer Group, Vancouver, British Columbia. For example, he said Oppy’s frequency of contact with customers has increased. 

“I think (that) has been a good thing — especially in the berry category, which is so dynamic,” Fung said. 

“We’re looking forward to getting out there again to see our customers and visit growers around the world just as soon as it’s safe to do so. There’s no doubt all of this will leave a lasting imprint on our business.” 

Waiting for foodservice

Grabowski said Well-Pict has been primarily focused on retail but said the opening of restaurants and the economy will bump up foodservice demand. “If the world’s health concerns are under control, there will probably be more of a demand at foodservice level; this will increase sales to wholesalers and foodservice providers,” he said.

Protection

One of the most basic and universal adjustments the COVID-19 pandemic has caused, marketers said, is an increased level of protection and precautions for workers against spread of the virus.

“Worker safety both in the field and the office has been at the forefront of our endeavors the past year,” said Craig Casca, vice president of Salinas, Calif.-based Red Blossom Sales.

Growers have sought swift progress on vaccinations while they continue to protect their workers against COVID-19.

“We have implemented many safety practices in the field that include masks, social distancing, training and more,” said Cindy Jewell, marketing representative for Oxnard, Calif.-based Bobalu Berry Farms.  “We also implemented work-from-home policy for our office staff to help reduce the number of people in our office. Now we are focused on providing vaccination opportunities for our staff. We expect many of the in-field changes with social distancing and masks to continue along with the education and training that goes with it,” she said.