Bobalu Berries stresses health, recipe messages to consumers
Oxnard, Calif.-based Bobalu Berries farms exclusively in Santa Maria during the summer months, says Cindy Jewell, vice president of marketing.
“Our fields are along the west side of the region and hug the coastline, providing the perfect amount of sunny days and cool foggy mornings and nights,” Jewell said. “This placement of our ranches allows us to mimic Salinas/Watsonville conditions in the summer with day-neutral varieties, but also allows us to begin our season earlier by using some short-day varieties.”
Jewell said it has been a volatile weather year, with the region even getting rain in June.
“We are just trying to keep our fields clean and healthy to enjoy a nice, long summer harvest season maintaining supply and high quality,” she said. “We know that if our fruit looks and tastes great, we will keep consumers coming back for more.”
Bobalu has very little organic fruit, as Jewell said the marketer is focused on conventional due to its quality standards.
“Some of the organic ground here suffered more than others with the winter storms we had,” she said. “We hope to increase numbers next year for organic in this region.”
Marketing message
Jewell said Bobalu Berries has a three-pronged approach to consumer communication.
“We do continually provide usage ideas in the form of recipes and hacks and ways to utilize every berry and eliminate food waste,” she said. “We also sprinkle in the health aspects of eating fresh strawberries as part of a healthy diet."
In addition, Bobalu continually shares its crop story with consumers, including images of what is going on in the fields and giving expectations of peak volume.
“We make it very clear that we are the farmer, and a farming family, which makes Bobalu a bit unique these days in the strawberry industry,” she said.
Max sales
Promotion, merchandising location and visual appeal help sell Bobalu berries at retail, she said.
“We know that a lot of consumers purchase strawberries on impulse, so the retailer has a significant role in that decision to buy or not to buy,” she said. “Prominent, well-stocked displays at the front of the department do draw the consumer in.”
What’s more, Jewell said research shows that consumers buying strawberries also spend more in the produce department.
“We remain focused on bringing quality and work with our retail partners to ensure supply to maintain those displays for the shopper,” she said.
Looking ahead, Jewell said berry packaging is evolving over time.
“Packaging is making its way to being fully recyclable and should be there in five years,” she said. “We are now utilizing 95% post-consumer recycled plastic in our clamshells along with fully recyclable labels to complement our fully recyclable corrugated trays. Packaging will continue to evolve to ensure the ability to recycle or reuse."
