Cranberry exports on the rise

The U.S. cranberry industry exported about 2.9 million 100-pound barrels of cranberries in 2016-17, and there is reason to expect improvement on that number this year, said Michelle Hogan, executive director of the Cranberry Marketing Committee in Wareham, Mass.

“Exports have grown 38% by volume over the past five years, as CMC continues to develop markets around the world,” she said.

Canada, the United Kingdom, Germany and France are the largest export destinations for U.S. cranberries, but the most significant export growth has been in CMC’s Asian markets, Hogan said.

“Since 2013, exports to South Korea and China have increased 185% and 575% by volume, to make them two of the fastest-growing markets for cranberries in the world,” she said.

The committee also is “making moves” into the India market and has plans to kick off a formal program in the country this fall, Hogan said.

“The CMC will continue to invest in its export program to encourage the use and consumption of U.S. cranberries around the globe,” Hogan said.

At Lakeville-Middleboro, Mass.-based Ocean Spray International Services Inc., international sales comprise about 13% of the company’s total fresh sales, with Canada at 7% and Europe at 6%, said Sharon Newcomb, manager of cooperative communications.

The Vancouver, British Columbia-based Oppenheimer Group, which markets berries under the Ocean Spray banner, reports steady export demand, with some signs of increasing demand as consumers become more familiar with the fruit.

“However, with no autumn holiday in the U.K. or EU (like Canadian and U.S. Thanksgiving), the demand is strongest leading up to the Christmas holiday,” said Brett Libke, Oppenheimer’s East Coast general manager.

Salinas, Calif.-based Naturipe Farms LLC has stepped up its cranberry export activity, having hired Clay Wittmeyer as export director four years ago, said Keith Parker, procurement manager.

“This year he’s got containers going out. We are doing export and it’s growing, with more locked up this year than last year,” Parker said. “The export deal on cranberry is moving in the right direction.”

There should be slight growth in mature markets, such as the U.K., Poland and Germany, this year, said Mike McManama, president and CEO of Carver, Mass.-based Decas Cranberry Products Inc.

The company is pinning hopes for more dramatic growth on newer markets, like China, Russia and India, McManama said.

“Over the past couple of years, particularly in Russia and China, they’re seeing fresh cranberries for the first time,” he said.

Export is “one of the big drivers” for the Carver-based Cape Cod Cranberry Growers Association, said Brian Wick, the association’s executive director.

“A little more than 30% of the berries are exported,” he said.

“Certainly, we’re not going to forget the domestic market, but there are a lot of emerging markets, like China, Mexico, India. People are looking for that healthy, nutritional food in their diet from a plant they’re not familiar with.”