Naturipe expects big berry volumes
Naturipe will have strong supplies of berries throughout the spring and summer of 2023, says Jerry Moran, vice president of sales for the Watsonville, Calif.-based marketer.
“We are just getting underway with peak supplies of California strawberries that will last through the summer months,” Moran said. “We will have very good supplies of blueberries this spring and summer.”
Moran said Naturipe expects great volume and quality of blueberries from the marketer’s diversified farming regions in the spring, which include Mexico, California, Florida and Georgia, and then will transition in the summer months into its farms from New Jersey, Michigan, Oregon, Washington and British Columbia.
“We will continue to have good raspberry volumes from our farming regions across Mexico,” Moran said. “Blackberries will soon be in peak supplies from our Georgia and North Carolina farms that will be great for late spring and early summer promotions.”
Volume comparisons
Overall, Moran said supply prospects are good for Naturipe berries.
“We will have very strong supplies of berries throughout the spring and summer,” he said. “We had some weather challenges last year that created some production losses that we are not anticipating this year.”
While rains caused a late start in California, Moran said Naturipe fields are already bouncing back with strong berry plants that will help boost volumes for the spring and summer.
“Organic blueberries will be in very good supplies this spring and summer,” Moran said. “We will have plentiful supplies between all our farms, and we will be able to support promotions throughout the year.”
Moran said Naturipe is continuing to increase acreage in both North and South America to better supply consumers with quality, year-round organic blueberries.
In addition, Moran said organic strawberry volumes are also up this year out of Mexico and California, as demand has stayed consistently strong on that item.
Marketing highlights
Naturipe has recently begun promoting its Mighty Reds strawberries, said CarrieAnn Arias, vice president of marketing.
“These jumbo strawberries are bigger, brighter, and sweeter than ever before,” she said. “We fit between nine to 15 of the berries inside a clamshell, and we’re so excited for consumers to try them.”
Naturipe also is promoting all its berries all summer, she said.
“We want consumers to know that no matter what berry they pick up, it’s sure to be delicious and fresh,” she said.
Moran said Naturipe has seen strong demand for fresh berries from both its retail and foodservice partners.
“We have seen more menu items with fresh berries, especially in the spring and summer months,” Moran said. “Retailers can continue to put berries up front with large berry displays to help promote the category. Our premium product line, including our Mighty Reds and Mighty Blues will also help strengthen displays for those consumers who want that extra berry pack with Jumbo berries.”
Demand curve
Moran said the average consumer has become increasingly health-conscious in the past several years, and fresh berries are a great option to meet those health goals in a tasty way.
“The industry has been successful in promoting the health benefits of berries, and consumers recognize that fresh berries are a better option than other ‘healthy’ snacks on the market,” he said. Additionally, the innovative packing and shipping options that are available industrywide are huge factors in increased berry sales, he said.
While consumers used to only be able to get high-quality berries while they were in season, berries can now be shipped rapidly, and consumers can get the best berries year-round, Moran said.
“There really is no off-season for berries anymore,” Moran said. “Between all our growing areas, we have truly made the berry category a year-round destination for consumers. We expect to only get better on filling demand with high-quality and flavorful berries throughout the year.”
In recent years, Naturipe has seen an increase in demand for larger pack sizes as shoppers are choosing to size up. Consumers see the larger packs as a value buy, he said.
“Plus, with berries continuing to gain popularity, taking home a pint or a pound is just not enough anymore for many households,” he said. “We’re expecting to see this trend continue in the next few years.”
Consumers also want to make responsible choices when it comes to packaging, Moran said.
“We’ve also seen an increase in consumers preferring to shop sustainably, and we’ve already taken important steps to incorporate these preferences into our packaging,” he said. “We use wash-away labels and include How2Recycle logos on our packaging.”
Naturipe will continue to innovate to meet consumer demand, Moran said.
“Not only is sustainability a priority in each and every aspect of our operations and decision-making processes, but we expect to see a continued desire for these practices from consumers," he said.
