Strawberry volume expected to increase for Bobalu in May

Bobalu Berries is now utilizing 95% post-consumer recycled plastic in its clamshells.
Bobalu Berries is now utilizing 95% post-consumer recycled plastic in its clamshells.
(Photo courtesy Bobalu LLC)

Strawberry numbers are increasing for Bobalu LLC in early May, says Cindy Jewell, vice president of marketing for the Oxnard, Calif.-based marketer.

“We are finally getting into some peak numbers in Oxnard, just in time for Mother's Day,” Jewell said, referring to expected volume in early May. “At the same time, our Santa Maria strawberry crop is ramping up following a rough winter and early spring due to inclement weather.”

The marketer is behind its normal production curve in both Oxnard and Santa Maria regions due to the losses caused by extensive rain and cold temperatures earlier in the season, she said.

“We hope to make up some numbers in Santa Maria, but we will not catch up in Oxnard,” Jewell said. “This year, again due to early weather and losses in Santa Maria, we don't have an organic program.”

Jewell said Bobalu is hoping for a mild and long summer.

Marketing the experience

Bobalu focuses on supporting its retail partners with merchandising support and top quality to maximize shoppers’ experiences, Jewell said.

“We also engage directly with our shoppers every day on social with video and stills providing crop information, so they know when to grab that extra clamshell as peak season approaches,” she said. Bobalu partners with influencers to provide solutions in the kitchen beyond easy recipes, she said, to “ensure every berry is enjoyed.”

“We don't want our Bobalu berries to end up in the bottom of the fridge bin, so our solutions help to ensure every berry gets eaten,” Jewell said. “We share videos on how to freeze, make syrups, dressings and other uses for the whole family."

Growth in berry demand has been fueled by consistent and year-round availability and flavorful fruit, she said.

“However, I still think that strawberries remain America's favorite due to the special nature of the fruit, always signaling the beginning of spring and all the great experiences, holidays and gatherings that go with it,” Jewell said.

“Strawberries carry an emotional connection with each of us, and we make sure at Bobalu to savor the relationship people have with berries and with our brand," she continued. "Retailers know that strawberries are a huge sales contributor to their produce department and overall store sales, and they use them to pull people into the produce department.”

Packaging redesign

Jewell said Bobalu redesigned its clamshell packaging this year, which is reducing miles of gas emissions as a result with freight efficiencies.

“We are also now utilizing 95% post-consumer recycled plastic in our clamshells along with fully recyclable labels,” she said.

Foodservice/retail demand rising

Despite some economic troubles in the U.S., Jewell said Bobalu has found that foodservice demand is up.

“We don't see consumers cutting back on buying our berries at retail or through foodservice partners,” she said.

In today’s climate, Jewell said it is important that consumers find top quality berries on display to ensure repeat purchases.

“We definitely see continued room for growth in the entire category,” she said. “We also see that consumers are buying larger pack sizes on a regular basis throughout the year, a shift created during COVID that stayed.”

Also, with innovation in the berry category — including limited unique varieties, larger or smaller boutique berries and hydroponic options — consumers continue to be drawn to the category and be intrigued with its options, Jewell said.

 

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