Strawberries

Why Berry Growers See Sustainable Operations as Essential

Thu, 14 May 2026 16:38:11 GMT

Innovative farming techniques, the latest energy conservation programs and efficiencies to reduce their carbon footprint are some of the practices berry grower-shippers have implemented to meet their sustainability goals.

“Sustainability is no longer just a buzzword; it has become a core expectation across the supply chain,” says Brad Peterson, director of business development for Watsonville, Calif.-based California Giant Berry Farms.

The firm’s trade partners are increasingly focused on topics that directly impact their business, such as packaging regulations like Extended Producer Responsibility and social responsibility initiatives like ethical sourcing and compliance programs, he says.

“Responsible production and food safety standards remain central to these conversations, with GlobalG.A.P. certification reinforcing trust and transparency,” Peterson says.

Sustainability also plays an important role at Salinas, Calif.-based Naturipe Farms LLC, says Janis McIntosh, director of marketing innovation and sustainability.

“Sustainability at Naturipe starts on the farm and is part of our everyday decision-making,” she says. “Our growers are constantly testing, learning and improving how they farm.”

Because Naturipe’s growers are owners, they’re invested in making sure their farms thrive for the next generation, McIntosh adds.

“That mindset drives real action,” she says.

Sustainability is embedded across all operations at Century City, Calif.-based Fruitist, from how berries are grown to how they are packed and distributed, says Steve Magami, co-founder and CEO.

“Because we operate a vertically integrated model, we’re able to implement and scale these practices more consistently across the supply chain,” he says.

Late last year, California Giant achieved B Corp certification, which Peterson describes as “a milestone that signifies we meet the highest verified standards of social and environmental performance, transparency and accountability.”

The certification holds the company accountable to its stakeholders and ensures the business operates as “a force for good from the inside out,” he says.

The company’s involvement in sustainability is visible across several key areas of its operations.

“We have invested in a solar array at our Santa Maria, Calif., cooling facility, which helps offset grid electricity use and reduce our carbon footprint,” Peterson says.

“We require 100% grower compliance with integrated pest management and were the first to offer Bee Better Certified blueberries, which requires our partners to dedicate at least 5% of their land to creating high-quality pollinator habitats,” he adds.

And through California Giant’s supplier code of conduct, the company maintains a 100% sign-off rate among its growers, ensuring alignment on human rights and safety, Peterson says.

The company’s philanthropic efforts have resulted in more than $290,000 donated to community causes and food banks.

At Naturipe Farms, growers are actively testing new varieties and farming techniques to improve soil health, reduce inputs and increase yields, McIntosh says.

“They are strategic in their water usage, adjusting in real time based on variety, weather and field conditions,” she says.

Though Naturipe growers have always focused on field-level sustainability, their work in recent years has expanded and transformed into a learning center, McIntosh says.

“Our grower-owners have now set aside specific acreage just for testing new and innovative sustainable practices,” she says. “These fully staffed ranches implement, monitor and report on various trials from new pollinator and cover crop mixes to irrigation and machinery calibration.”

Their research is shared inside and outside of the company.

Fruitist became the first fruit company in Peru to achieve Level 3 carbon footprint accreditation and is on track for net zero by 2030, Magami says.

“Sustainability measures include advanced irrigation that reduces water use by 20% per hectare, solar installations covering up to 35% of electricity at certain facilities and planting 5,000 acres of forest reserves in Peru,” he says.

North Carolina Growers Embrace Resilience Amid Extreme Drought, Spring Heat

Mon, 11 May 2026 00:22:06 GMT

Farmers in North Carolina are facing an uphill battle this spring as a severe drought combined with unseasonable heat has stunted early-season specialty crops from brassicas to berries.

As of early May, North Carolina was experiencing severe agricultural distress, with approximately 67 counties under extreme drought conditions and record-breaking dryness impacting 96% of the Southeast.

“These conditions are becoming quite apparent on our farms, with retention ponds getting extremely low, cracks in the soil, difficulty preparing land for summer production and reduced yields on many spring crops,” says Taylor Holenbeck, grower services coordinator for the Durham, N.C.-based Happy Dirt, a farmer-owned distributor of organic produce, specializing in connecting Southeast regional farmers with retailers and food hubs.

Spring greens have been hit particularly hard, says Holenbeck.

“One farm is seeing half the average yield on their broccolini crop, while others are seeing extremely slow growth on kales, collards, cabbage and other brassicas,” he says.

In the eastern part of the state, drought conditions and unseasonably hot temperatures that repeatedly reached the 90s during April have increased pest pressures in the area.

“Without the rain to help wash pest eggs off the crops, this has led to large hatchings of diamondback moths, compromising many of the tender spring greens,” he says.

Holenbeck says a number of Happy Dirt farms are behind on their spring plantings, with some delayed by at least two weeks due to dry conditions.

And it’s not only what’s already in the ground that struggles in drought conditions, says Holenbeck, who notes that preparing new beds when soil is extremely dry is also a challenge.

“Some farms are having to overhead water their land just to be able to prep beds, which is not how you want to be using your precious water resources in a drought,” he says.

Severe drought conditions in parts of North Carolina, like here at Randy Massey’s M&M Plant Farms, have led to retention ponds getting extremely low, cracks in the soil, difficulty preparing land for summer production, and reduced yields on many spring crops, says Taylor Holenbeck, grower services coordinator for the Durham, N.C.-based Happy Dirt.

(Photo courtesy of Happy Dirt)

‘Fast and Furious’ Strawberries

Weather conditions have also impacted the state’s strawberry production.

“Our strawberry season has been stunted as well, although this is due to not only drought, but [rather] the large swings in temperature this spring, causing the plants to be more vegetative rather than producing a lot of fruit consistently,” says Holenbeck.

Austin Hirsch, a strawberry farmer in Catawba, N.C., told AgDay’s Haley Bickelhaupt that while ripening usually takes a few weeks, in this year’s drought, it’s been “fast and furious.”

“The biggest challenge is trying to keep up with harvest,” says Hirsch of Bumble Berry Farms. The first-generation farmer says a hard winter followed by a warm week in early April accelerated picking of the farm’s early-season variety, which began April 8.

“We went out there maybe five or six days later, and the whole field was red … I’ve never seen anything like it,” says Hirsch.

Bumble Berry Farms grows five varieties of strawberries, all of which have been impacted by drought, he says.

But one silver lining for Hirsch has been sweeter berries.

“The conditions raise the sugar levels,” he says.

Bumble Berry Farms estimates it strawberry crop yields were about 50% of normal this season and is now turning its attention to its blackberry crop.

But Happy Dirt’s Holenbeck remains optimistic that there’s still time for some North Carolina strawberries.

“We still have the month of May to have a great strawberry season,” he says. “And so far, the sweet corn and summer squash crops are doing OK but will need rain soon.”

Altar Cross Farms’ Morgan Sykes and father Roy Sykes survey their North Carolina blueberry crop.

(Photo courtesy of Happy Dirt)

Blueberries in the Balance

Altar Cross Farms, a family-run organic blueberry farm in Ivanhoe, N.C., which tends more than 100 acres of certified organic blueberries between its own 40 acres and a lease on an additional 65 acres, says it’s managing the unusually dry conditions through strategic irrigation and a watchful eye on the weather.

“This has been a particularly dry start to the season, which is a change from what we typically see this time of year,” says Morgan Sykes, sales and packing manager for Altar Cross Farms and daughter of the farm’s owners, Roy and Donna Sykes. “We have been having to use our irrigation a lot more this year starting with the spring freezes to now this extreme dry weather.

“We are very blessed to have the irrigation system that we do, but nothing is as good as the natural rain,” she adds.

On the family’s 40 acres, they conserve as much water as possible using a ditching system connected to catch basins at the end of each row to flow the water back into its pond.

“Even with that, our pond is about 4 feet lower than what it should be,” she says.

On the farm’s leased acres, the pond system requires they pump water from a well into the pond, which costs more because it has to be hooked up to a generator, she says.

But a dryer blueberry growing season does have some benefits, says Sykes.

“The quality of blueberries on a dryish year are a little better because you really don’t have to worry as much about soft fruit,” she says. “It will impact the size of the berry; they will maybe not be as big. That is where we will be utilizing our irrigation to try and plump them up.”

Overall, Sykes says things are shaping up to be a “really good year.”

“We packed the highest number of berries we ever had last year,” she says. “This year we are hoping to do even more, [as] we have a few more fields that are just coming into production now.”

Sykes says this time of year usually presents the opposite weather problem — too much precipitation. To address this, Altar Cross Farms has planted varieties that can tolerate more water and still remain firm.

“We have some O’Neals that are drought tolerant, but if they get a little rain, they are bad about splitting,” she says.

While the family had been planning to move away from the variety as a result, this year, it looks as though they’ll be able to pack more of them.

“All of our other berries we are just having to keep an eye on and irrigate them to help the berries grow and size up,” she says. “We are praying for rain. We just don’t want it all at one time.”

Rising Input Costs vs. Market Realities

In North Carolina, the dust is rising just as fast as the overhead. While drought conditions have forced farmers to rely heavily on irrigation, global conflicts have driven diesel prices up by nearly 50%, making the cost of watering particularly steep.

Holenbeck says while irrigation methods vary widely from farm to farm in North Carolina, those that use diesel “are definitely feeling the effects of high prices.”

Soaring prices, not only for farms to run their irrigation pumps but also to operate tractors and on shipping costs for fertilizers and packaging, are putting a squeeze on the season.

“Higher fuel costs impact everything, down to the cost of the petroleum-based plastic used for mulch and clamshells that we pack small fruit into,” he says. “Unfortunately, our farmers are beholden to market pricing, so we are looking at the high end of pricing on each crop but have to balance being too high, otherwise sales slow, and that’s worse for the farms.

“Just because there is a drought here, doesn’t mean that the market isn’t low in other regions, so it’s a tricky balance,” he continues.

Farming for North Carolina’s Future

In the face of these soaring operational costs and a volatile climate, North Carolina’s specialty crop growers are no longer just reacting to the weather — they’re striving to outsmart it. By shifting toward heat-tolerant varieties they aim to transform drought from a seasonal crisis into a catalyst for long-term agricultural innovation.

“[The development of drought-resistant varieties] should be top of mind for both farmers and consumers, and there are some great initiatives in our region working toward more drought-resistant crops,” says Holenbeck, who says he’s never had more farmers ask him if they could grow okra for Happy Dirt than this year.

“Okra is a great example of a drought-tolerant crop, but unfortunately the market demand doesn’t match its utility for the farmers — yet,” he says. “Happy Dirt sees it as part of our work to help educate customers on what crops thrive in our increasingly warm climate in the South and why it’s important for consumers to learn how to integrate those fruits and vegetables into their diets.”

Holenbeck says Happy Dirt is looking to seed breeders to help Southeastern growers with more heat-tolerant varieties of vegetables.

“From lettuce to tomatoes, there are more and more heat-tolerant varieties available, which is giving our farmers the ability to stretch seasons and grow more of what eaters want locally,” he says. “This year we are implementing broccoli trials on two of our farms to observe which varieties do best in our quickly warming springs, and so far, despite the drought, we have seen some great results and plan to scale broccoli production if the varieties continue to perform.”

Happy Dirt says it has also conducted some smaller trials with regionally adapted varieties of butternut squash from Common Wealth Seed Growers and okra from Utopian Seed Project. This year it is also trialing and saving seeds from a specific okra variety grown by the Freed Seed Federation.

“All this seed work is important for farmers to be able to adapt over time and focus on what grows well here,” says Holenbeck. “We also see increased customer demand for the organic small fruit category, many of which are grown perennially, such as Asian persimmons, blackberries, figs, muscadines and blueberries to name a few. Due to the perennial nature of these crops, they can provide more resiliency to extreme weather and are a category that we plan to grow more of with our farmers.”

And when it comes to preventive measures, Holenbeck says one of the best things farmers can do is keep their soil consistently covered with cash crops and cover crops to help retain moisture and reduce erosion when there’s heavy rain.

“This effort pays off slowly, but as we face more erratic weather patterns, these types of practices become increasingly important,” he says. “We can’t fight nature, but we can try to learn from it and mimic it.”

What to Expect From a Promising Strawberry Season

Thu, 07 May 2026 21:55:51 GMT

Strawberry movement is off to a robust start as the spring/summer season gets underway.

As of April 18, California growers had shipped 47.8 million trays of eight 1-pound clamshells of conventional and organic strawberries, according to the Watsonville-based California Strawberry Commission. That’s up from 32.7 million trays at the same time last year.

Chris Christian, the commission’s vice president of market insights, attributes the volume surge to “unusually warm, dry winter weather in addition to new varieties and an increase in fall planted acreage.”

As the season progresses, she expects production to remain near the state’s three-year averages. Total California strawberry production for 2025 was 236.7 million trays.

Meanwhile, Florida’s production to date was about 20 million trays, down from about 30 million a year ago. Mexico’s production was 41.6 million trays, down from 49.2 million last year at this time.

Conditions for Quality

California strawberry grower-shippers say they’re pleased with this season’s fruit.

“Overall strawberry quality is strong, with good flavor, firmness and sizing aligned with our premium standards,” says Brad Peterson, director of business development for Watsonville, Calif.-based California Giant Berry Farms.

“Despite some typical weather-related variability, disciplined harvest practices are maintaining clean, high-quality packs with excellent eating quality,” he adds.

Strawberry quality from Naturipe Farms LLC, Salinas, Calif., looks outstanding, says Jerry Moran, vice president of sales.

“We have a high bar for sweetness, texture and overall eating experience for customers,” he says.

The Golden State is the ideal place to grow strawberries, says Aaron Hunter, a member of the sales/procurement and category management team at Traverse City, Mich.-based North Bay Produce.

“California has the perfect soil and temperature to grow the sweetest summer berries,” he says. “Warm days and cool nights allow the berries to grow large as well.”

Santa Maria is the company’s main growing area during the early season, while Salinas and Watsonville will build up steam in May, he says.

The Golden State is the ideal place to grow strawberries, says Aaron Hunter, a member of the sales, procurement and category management team at Traverse City, Mich.-based North Bay Produce. “California has the perfect soil and temperature to grow the sweetest summer berries,”
he says.

(Photo courtesy of North Bay Produce)

Retail Opportunity

Spring/summer holidays are ideal strawberry occasions, grower-shippers say.

“We will have exceptional availability for the Mother’s Day pull, with peak volumes centered in Weeks 15-19 (April 5 through May 9) as part of an extended peak season,” Peterson says.

Stem strawberries are a perfect addition to Mother’s Day celebrations.

“They’re great for those who are looking to dip them in chocolate or add them to something like a charcuterie board for Mother’s Day,” Moran says.

Independence Day is another big strawberry occasion.

“The Fourth of July is a perfect time to promote strawberries as well as many other summer fruit offerings,” Hunter says.

Organic Outlook

Organic strawberries also are doing well, according to reports.

“The quality of our organic strawberries mirrors the high standards of our conventional crop, characterized by excellent flavor and vibrant color,” Peterson says.

Organic strawberry sales continue to outpace the overall growth of the berry category, he says.

According to the California Strawberry Commission, organic volume recently saw a year-over-year jump of 16%, with sales value following closely with a 14% increase, Peterson says.

“Our Fair Trade USA certification reinforces our commitment to responsible sourcing and delivering value beyond the fruit itself,” he adds.

Naturipe organic strawberry sales are performing well, driven by good weather in recent months, Moran says.

“Organic strawberry quality is very strong this season, supported by favorable growing conditions that have boosted both volume and fruit performance,” he says. “Berries are coming in sweet, juicy and vibrant red and will have consistent supplies throughout the season.”

With promotable volumes available, retailers will have a great opportunity to pair them with Naturipe organic blueberries — “the top two selling berries in the organic category,” he says.

Organic strawberry sales also continue to grow for North Bay Produce, according to Hunter.

“Quality has been excellent in Southern California currently and will start in Northern California in late May,” he says.

Golden State Crops Show Promise

Tue, 21 Apr 2026 18:57:32 GMT

Summer’s just around the corner. That means consumers soon will be treating themselves to mouthwatering summer fruits like strawberries, grapes and a full lineup of stone fruit from California.

Early Start for Strawberries

Actually, strawberry season is already underway, says Chris Christian, vice president of market insights for the Watsonville-based California Strawberry Commission.

“There has been an early start to the season this year, driven by warm and dry winter weather,” she says.

April through September is peak season for California strawberries with ample supplies to support promotions, she adds.

The commission projects weekly volume to be 7 million to 8 million trays through August.

“Retailers can maintain sales velocity best by promoting or offering price reductions for multiple consecutive weeks around spring and summer holidays,” Christian says.

Though warm, dry weather is conducive to pest pressure, farmers have been managing any issues and continue to harvest top-quality fruit, she says.

“We project an increase in overall fresh production compared to 2025, based on a slight increase in acreage and the new varieties now in production,” Christian says.

Fresh production was more than 236 million trays in 2025, which was 4.4% higher than the five-year average. California produces about 90% of U.S.-grown strawberries.

To celebrate the International Year of Women in Farming, California Strawberries is spotlighting women shaping the future of the industry, Christian says.

“This year we are focused on elevating these voices and stories, highlighting the vital role women play in producing one of the most vibrant, nutritious fruits enjoyed around the world,” she says.

Nearly all of the U.S. commercially grown table grapes come from California, says Ian LeMay, president of the Fresno-based California Table Grape Commission. In 2025, California shipped approximately 92.5 million 19-pound boxes of table grapes.

(Photo courtesy of California Table Grape Commission)

Table Grape Expectations

California’s table grape season should kick off in May in the Coachella Valley, says Ian LeMay, president of the Fresno-based California Table Grape Commission.

By the end of July, the harvest moves north to the San Joaquin Valley, where California grapes can be harvested into December with promotable volume available through January.

Any time is a good time for retailers to promote California grapes, LeMay says.

“In the early part of the season, it is important for retailers to stock and promote California grapes to let their shoppers know that California grapes are available,” he says. “Through the summer and fall, California grapes fit into any promotion, whether it’s summer celebrations, back-to-school grocery shopping or festive fall gatherings.”

LeMay says 99% of the U.S. commercially grown table grapes come from the Golden State.

In 2025, California shipped approximately 92.5 million 19-pound boxes of table grapes, which is above the five-year average, LeMay says.

The commission plans to launch an extensive global marketing plan for 2026 that will target the U.S. and 23 export markets around the world, LeMay says.

“The campaign motivates the trade — including retailers, wholesalers and importers — to stock and promote California grapes with a variety of incentives such as contests, digital promotions, merchandising, point-of-purchase materials, sampling and a retail registered dietitian program to motivate the sale of California grapes,” he says.

Up to 85% of U.S.-grown stone fruit comes from California, says Courtney Razor, director of member services and communications for the Fresno-based California Fresh Fruit Association. California apricots, nectarines, peaches and plums are available from mid-April to November.

(Photo courtesy of California Fresh Fruit Association)

The State of Stone Fruit

California stone fruit — including apricots, nectarines, peaches and plums — is available from mid-April to November, says Courtney Razor, director of member services and communications for the Fresno-based California Fresh Fruit Association.

Up to 85% of U.S.-grown stone fruit comes from California, she says.

“California’s combination of climate patterns, fertile soils, water supply and availability and unique growing regions creates ideal conditions for producing high-quality stone fruit over an extended season,” she says. “Each season, consumers have come to expect California-grown stone fruit to deliver exceptional quality, consistently offering outstanding flavor, vibrant color and peak freshness.”

This year should be no exception.

Though there’s a lighter snowpack in the mountains, most growing regions received adequate rainfall and chill hours through the winter, Razor says.

“Our growers will continue to play an important role in helping Americans reach their necessary vitamin, mineral and fiber intakes, especially as new federal dietary guidelines encourage us all to consume more fresh produce,” she says.

In addition to supplying their U.S. customers, CFFA growers use USDA market development grants to promote stone fruit exports to Japan, Mexico and Vietnam, Razor adds.

Ambassador Darci Vetter Joins Driscoll’s

Thu, 16 Apr 2026 21:20:45 GMT

Driscoll’s has appointed Ambassador Darci Vetter as the company’s vice president of public affairs. Based in the Washington, D.C., area, Vetter will report to CEO Soren Bjorn and join the office of the CEO, supporting enterprisewide alignment on governmental affairs across Driscoll’s global regions.

“Whether navigating immigration policies, packaging mandates or new tariff regimes, Driscoll’s business sits at the intersection of a multitude of policy initiatives,” Vetter says. “I look forward to working with the talented Driscoll’s team to ensure we are best positioned to influence this dynamic policy environment.”

Vetter is a globally respected public policy leader with more than two decades of experience across government, business and the nonprofit sector, advising organizations at the intersection of agriculture and international trade. She brings deep expertise in navigating complex policy environments and working across global systems that shape food and agriculture.

Vetter previously served as chief agricultural negotiator at the Office of the U.S. Trade Representative. She also served as deputy undersecretary of agriculture, overseeing USDA’s Foreign Agricultural Service and its global market access, food assistance and capacity-building programs.

Vetter has also held executive leadership roles as head of global public policy at The Nature Conservancy and PepsiCo, where she worked on policy engagement related to agriculture, climate, energy, health and packaging. She continues to advise companies, nonprofits and international organizations on aligning policy and market incentives to support agriculture and global trade.

“Over the past several months, Darci has partnered with us as a consultant, working closely with a number of our senior leaders,” Bjorn says. “Through that work, she has brought a thoughtful perspective and a clear understanding of the evolving global policy landscape shaping our business. As our company continues to grow globally, this experience will be increasingly important.”

Driscoll’s Names New CFO

Wed, 01 Apr 2026 20:15:15 GMT

Driscoll’s says it has added a former Coca-Cola Co. veteran, Wadih J. Khayat, as its chief financial officer. He will report to Driscoll’s CEO Soren Bjorn and will oversee global finance, technology and strategy.

Khayat will work closely with regional and functional leaders to ensure disciplined capital deployment and the long-term success of the company’s global network of independent growers, according to Driscoll’s.

“Wadih joins Driscoll’s at an important moment for our company,” Bjorn says. “As we prepare to launch our next long-term strategic plan, his strategic financial expertise, disciplined execution and caring leadership will strengthen our financial foundation, support our global teams and position us for the future.”

Khayat is a strategic finance executive with global experience and a strong record of delivering results at scale. He joins Driscoll’s from Coca-Cola, where he spent more than two decades leading major finance organizations worldwide. Most recently, he served as senior vice president and CFO for Coca-Cola’s European business, overseeing operations across 38 countries. He previously held senior leadership roles within Coca-Cola, including CFO for the Asia-Pacific Group, as well as CFO and head of strategy for Coca-Cola Global Ventures at the company’s global headquarters in Atlanta.

He began his career in audit at Ernst & Young.

“Driscoll’s has a century-long legacy of exceptional berries, strong partnerships with growers and a deep commitment to the communities where we live and work,” Khayat says. “That legacy drew me to the company, and it’s a responsibility I take seriously. I was especially struck by the strength of the brand, the trust it has earned globally and the unique network of independent growers and teams delivering berries every day. I’m excited about what lies ahead.”

Khayat was born in Lebanon, educated in France and speaks English, French and Arabic fluently. After relocating from Ireland, he is based at Driscoll’s global headquarters in Watsonville, Calif.

Wish Farms Highlights Berry Quality, Consumer Demand at 2026 Florida Strawberry Festival

Fri, 13 Mar 2026 18:29:36 GMT

Plant City, Fla.-based international grower and year-round marketer of strawberries, blueberries, blackberries, raspberries and pineberries, Wish Farms used its high-visibility participation at the 96th Florida Strawberry Festival to reinforce the quality of the 2026 Florida strawberry crop and the importance of direct consumer engagement for the industry.

Organizers of the 11-day event said 573,299 guests visited the Plant City fairgrounds this year.

Now in its 15th year sponsoring the festival’s soundstage, Wish Farms leveraged the platform to highlight its growers, workforce and the people behind Florida strawberry production. Prior to each concert, the company aired a consumer appreciation video recognizing growers and staff.

The festival’s national draw allowed Wish Farms team members to engage in real-time conversations about seasonality, varieties and farming practices.

“The berry quality this season has been exceptional,” says Nick Wishnatzki, public relations director for Wish Farms. “There’s nothing more rewarding than watching someone’s face light up after taking that first bite. They associate that experience with our brand, and it creates an authentic connection. That’s the most meaningful validation we can have.”

The upgraded soundstage, now in its second year, delivered record-setting exposure, with the Forrest Frank concert becoming the highest-attended concert in the festival’s history, the company says. The increased scale and production value amplified Wish Farms’ visibility while reinforcing the festival’s role as a showcase for Florida agriculture.

In addition to on-site presence, Wish Farms activated daily marketing campaigns designed to connect grassroots engagement with digital growth. Interactive promotions encouraged festivalgoers to follow the brand on social media and join the Berry Lover email list, driving direct-to-consumer connection beyond the festival grounds.

Pink-A-Boo Pineberries were also sold and sampled throughout the event, introducing many consumers to the variety for the first time and highlighting ongoing innovation within the strawberry category.

For Wish Farms, the 2026 festival once again served as a critical touchpoint to reinforce grower value, product quality and consumer demand at the height of the Florida strawberry season.

Oishii Adds New Top-Seal Pack to Nikko Berries

Tue, 10 Mar 2026 16:26:42 GMT

Oishii has debuted a new stay-fresh top-seal packaging for its Nikko Berry, the company’s third varietal.

Oishii says this new pack helps maintain berry quality longer, reduces plastic and introduces thoughtful design upgrades that further its long-term vision to deliver better quality and more value in every pack.

The company says this new pack represents the next phase of value, bringing better protection and a more efficient format to consumers at an accessible price point. Built around a cardboard base topped with a lightweight seal, the new 7.5-ounce pack maintains berry quality for longer than traditional clamshell packaging while offering a cleaner, shelf-forward footprint for retailers and a more eco-friendly experience for consumers, according to the company.

Oishii says it has reduced plastic use by more than 80% with this new packaging.

Named after the Japanese word for sunshine, the Nikko varietal was introduced in 2025 to bring sweet, high-quality produce to more households in an everyday format. The company says that as it has scaled its Smart Farm Grown systems, the Nikko Berry is an example of how the company passes its efficiencies to consumers. Oishii says with an original launch price of $9.99, the Nikko Berry saw a price reduction and increased pack size last fall.

Oishii has also introduced its first-ever freshness guarantee, with a 10-day promise from harvest, found directly on the back of the tray. The company says it invites customers to reach out if their berries do not meet its standards.

The new Nikko Berry stay-fresh top-seal pack will roll out to retailers beginning in March:

FreshDirect (Northeast, direct-to-consumer) for $7.99.
Sprouts Farmers Market (Philadelphia and Washington, D.C., metro regions) for $7.99.
Central Market (Texas) for $8.99.
Roche Bros. (Boston metro area) for $8.99.

Innovation and Celebration Take Center Stage at SEPC Southern Exposure

Tue, 03 Mar 2026 22:21:00 GMT

ORLANDO, Fla. — The energy at this year’s Southeast Produce Council’s Southern Exposure was palpable as industry leaders gathered to showcase the future of the produce aisle. The following highlights from the show floor capture how top brands are leveraging premium packaging, fair trade storytelling and new product categories to capture the modern consumer’s attention.

Taylor Hazelwood and Hailey Clark are shown at Sun Belle’s Southern Exposure booth.

(Photo: Christina Herrick)

Taylor Hazelwood, vice president of sales for Sun Belle, says a trend she’s seeing is the evolution of the berry category and berry marketing.

“Anything that’s larger in size, the jumbos, the premium lines,” she says. “You’re seeing a little bit of a hit on convenience. You’re starting to see that come into play in some of the packs.”

Hailey Clark, marketing director for Sun Belle, says the berry category looks to pull in new shoppers.

“You have your traditional berry shoppers, but what about the person who is willing to spend a little more for a pack that they can throw in their kids’ lunchbox and they know it’s healthy?” she says.

Clark says Sun Belle seeks to keep not only its core customers happy, but it also looks to new consumers excited to try new flavors and eating experiences.

“It’s still healthy, it’s still reliable, it’s still a great option, but what can we do differently? What’s exciting?” she says. “I think the berry industry is diving into that a lot now, and it’s really fun, and we can do that through packaging, we can do that through variety-specific berries, through branding.”

Clark says branding helps build consumer loyalty.

“People look for brands; they become loyal to a brand if they have a really spectacular experience,” she says. “They want to look for that label again.”

Marianne Stamatelos, Shelby Dwyer, Madison Hopper and Kim Chackal are shown at Equifruit’s Southern Exposure booth.

(Photo: Christina Herrick)

Equifruit celebrates its 20th anniversary in a big way at the SEPC event with a caricaturist sketching booth visitors.

Kim Chackal, co-owner and vice president of sales and marketing for Equifruit, says that as the fair trade organic banana company marks its “Bananaversary,” many people are surprised to learn the company has been in existence for that long.

“We did a great job building brand awareness,” she says. “We have great feedback on marketing. People see the Equifruit booth as a destination, and people understand the brand.”

But the focus now turns to how fair trade organic bananas can help lead the category into more growth, Chackal says.

Whitney Lett and Dan Murphy are shown at Fresh from Florida’s Southern Exposure booth.

(Photo: Christina Herrick)

Whitney Lett, supervisor of retail and international trade for the Florida Department of Agriculture and Consumer Services, says Southern Exposure is a chance to reconnect with current partners and discuss promotions and plans.

The show is also about maintaining relationships, and she says she’s met with new retailers who learned about the programs available at the show.

“It’s night and day when you see them in person,” she says.

Nora Sherlock, Florida Watermelon Queen Shanie Keene, National Watermelon Queen Elanie Mason and Jill Barton are shown at the Jim Rash booth at Southern Exposure 2026.

(Photo: Christina Herrick)

While a lot of the conversation at the Jim Rash booth focused on watermelon and a visit from both the Florida and national watermelon queens, many visitors talked about strawberries, says Jill Barton, president of Jim Rash.

“It’s a new commodity for us,” she notes.

Barton says Southern Exposure is a favorite event of hers, adding that she loves to connect with everyone at the show.

“This show is different because of the Southeast Produce Council,” she says.

Florida Growers Face a Lingering Impact After Heartbreaking 12-Hour Freeze

Fri, 13 Feb 2026 22:04:21 GMT

There’s no question that Florida’s specialty crops were impacted by a late January, early February freeze, but the severity of the damage depends both on the crop and the location.

Philip Harmon, professor of plant pathology and extension specialist with the University of Florida’s Institute of Food and Agricultural Sciences, describes the damage he’s seen from the state’s blueberry growers as “devastating.”

“Growing fruits and vegetables in Florida is a challenging career to take,” he says.

But one thing Harmon knows about the state’s blueberry growers is that no matter the challenge, these growers will replant.

“The consistent human side of this is that these guys are resilient,” he says. “They’re super hardworking, and they are not the kind of people to give up.”

A Year of Income Lost in One Night

Harmon, located in Gainesville, Fla., says the damage varies across the state and by variety. He’s seen damage on young blueberry plantings and plantings 20 years or older, all hit by the storm.

While growers were as prepared as they could be for freeze damage, which is common during the blueberry season, this year brought a perfect storm of conditions that lead to the loss.

“It was extreme, and I’d like to believe that this is a one-off sort of thing that we might not see again so soon,” Harmon says. “Just because it was so weird in how it materialized and how it swung from record highs in mid-January to these record lows in the first week of February.”

He says that dramatic shift was the real kicker.

“This was a stack back against them with this storm of the generation,” he says. “It’s really something that we hadn’t seen and couldn’t really plan for, because it’s not something that was expected or that was within our lexicon of what was even possible prior to this.”

Harmon says it’s a tough loss for growers because even those who were ready and had contingency plans were still impacted.

“The real heartbreaker of this story is that, with the wind, with the perfect storm of conditions, not even our best and most prepared growers come out unscathed,” he says. “They have tremendous losses. And in fact, some of the best growers are seeing some of the most severe losses. So, this is an inequality of effort to outcome. … They’re devastated by this loss, because they literally put 364 days into this crop and lost it in 12 hours of cold temperatures and blowing wind; their entire year’s worth of income went up in smoke.”

Harmon says growers’ attention now turns to crop insurance, disaster relief and other federal programs that could help them rebuild.

“It’s an injustice, because the hard work here that these folks do day to day to make a crop for us, to produce food for us that didn’t pay out, and it wasn’t any fault of their own,” he says. “That’s the real kind of heartbreaker for me to see these guys very resilient — and they will come back — but discouraged by this event and uncertain about how they’re going to be able to navigate the potential resources available to them to try to keep their enterprises afloat, and try to make their farms whole again and be able to produce a crop next year.”

Growers have a good mix of varieties to balance out the ebbs and flows within production, but unfortunately, this storm was a great equalizer.

“Our growers do a better job than most of building that into the system and protection by hedging their bets, so to speak,” Harmon says. “This year, nobody won this game.”

Greening and Cold Converge to Put New Stress on Florida Citrus

“It’s kind of a mixed bag,” says Tripti Vashisth, an associate professor of horticultural sciences and a citrus Extension specialist with UF/IFAS, in assessing how the state’s citrus growers fared.

“It depends where you are in the state, and even within that location where you were, if your groves were more low-lying, the cold stayed there longer, and the temperature got really low,” she explains.

Some areas lost flower buds and leaves due to the cold and wind. While wind caused some fruit drop, Vashisth, located in Lake Alfred, Fla., says there likely will be fruit drop, too, in the coming weeks. Some fruit froze, which will affect quality.

Trees already stressed with citrus greening disease will likely have more stress.

“These trees were already struggling; they did not have a whole lot of leaves on them,” Vashisth says. “Canopies are often thin on these trees with not a whole lot of fruit. Now with freeze, we will be losing more leaves, so now the tree would have to spend more resources in making leaves.”

Because these canopies were thinner in trees with greening, there will be more damage.

“On the bigger trees. If they had a more fuller canopy, they would have more biomass to insulate from the freeze,” she says. “But now these are thinner canopies, so they are more exposed to the low temperatures too.”

That’s added to the stress these trees face fighting the citrus greening pathogen, which means it will take longer for damaged trees to recover, Vashisth says. The real challenge, she adds, is growers are not just farming this year’s crop but also helping the tree set buds for next year.

“Investing in tree health will go a longer way,” Vashisth says. “The dilemma that growers are in: They are paid for the fruit, not for the leaves, so it becomes very difficult to see the benefit in the short term, and they have to make these hard decisions based on economics. But as a researcher in horticulture, the recommendation would be, again, help the tree in recovering from these damages, and hopefully if you have a healthier tree, we can have better-quality fruit and more fruit in subsequent years.”

Mark Ritenour, professor of postharvest technology with UF/IFAS, says growers typically try to harvest citrus fruit before the end of December to avoid cold damage, but some still have fruit on trees going into January.

Ritenour, stationed in Fort Pierce, Fla., says he can’t remember the last time a storm hit the state as it did.

“This has been a unique one for us, though,” he says. “I can’t remember the time when it got this cold down here for this long, so it’s been quite a while since I’ve been here.”

He says he suspects there will be postharvest damage from this storm, however, it’s going to be a few weeks before the true extent is seen. Fruit that suffers freeze damage typically will have vesicles that have dried out and will be lighter.

Fruit damage from radiation freezes — cold-weather events that can happen in calm and clear weather — show up at the top of the fruit, but cold damage from windy weather shows up differently.

“It was more windy this time,” he says. “You’re going to get the freezing occurring mostly initially on the wind-exposed side of the fruit.”

Ritenour also notes that trees infected with citrus greening would have thinner canopies that could shield the fruit from damage. He adds that he’s heard fruit grown under citrus protection screens “look like they’re doing pretty good.”

To understand the full extent of freeze damage on fruit, growers often have to wait for the fruit to drop in the grove. However, thanks to modern technology, assessing freeze damage in the packinghouse has gotten much easier.

“We have optical and vision and weight-grading systems in the packinghouse, and we can separate it out that way,” Ritenour says. “We can use our vision and weight-grading systems now to determine density and remove fruit that way, but it has to dry out some before we can really tell.”

Damage from the recent storm is shown on mature fruit.

(Photo courtesy of Wael Elwakil)

Strawberries Enter a Wait-and-See Recovery

The state’s strawberry growers used overhead sprinkler irrigation to prevent the plants from suffering too much from a hard freeze, but they still suffered some damage, says Wael Elwakil, Extension agent in fruit and vegetable production with UF/IFAS in Hillsborough County.

“The damage to the immature fruit and flowers will continue to unfold until mid-February,” he says. “Generally, it takes approximately three weeks for a new flower to become ready to harvest fruit, depending on the weather and crop management.”

He says strawberry growers have reported between 20% to 60% losses during the week following the freeze.

“There were some extreme situations where reported losses reached up to 70% or more with certain varieties or freeze protection failures due to the storm,” he says.

Joe Klick, associate vice president of product management at Naturipe Farms, says a bright spot was for growers who used row covers.

“Some growers do have fruit under tunnels, and they believe a higher percentage of that crop was able to be protected and saved,” he says. “We are still working closely with our growers to fully assess the extent of the damage.”

Klick says for many growers, it’s a wait-and-see period to understand how each variety will come through the cold snap.

“Weather is always one of the biggest variables in farming, and as much as we would love to be able to control Mother Nature, we simply cannot,” he says.

Elwakil says growers must now focus on managing disease issues, along with the added moisture and wind damage, to help plants recover.

“Growers are resilient and trying to stay positive and powering through,” he says. “They look forward and quickly adapt to adjust to market needs and current production volumes.”

Nick Wishnatzki, public relations director for Wish Farms, says the storm caused some growers to discard damaged fruit, with most losing between 10% to 20% of blooms.

“Growers in the Plant City/Dover area experienced a more significant impact, largely due to strong winds that accompanied the freeze,” he says. “Farms farther south reported comparatively lighter damage.”

But production is already rebounding with warmer weather, Wishnatzki says.

“The bloom losses from the freeze mean that volumes in late February and early March may fall below levels typical of previous seasons,” he says. “Fortunately, the cold’s impact is limited to volume issues specifically; fruit quality and flavor remain exceptional, and we expect that to continue.”

And Elwakil says that oftentimes after storms like the one the state’s growers just experienced, the market is more challenging than the storm itself.

“Support Florida farmers by purchasing Florida produce,” he says.

The Berry Boom: New Genetics and Strategic Sizing Drive 2026 Category Growth

Mon, 26 Jan 2026 18:03:39 GMT

As the produce industry moves into the 2026 season, the berry category continues to solidify its position as a powerhouse of the produce department. Fueled by a combination of high-performing new varieties, a smooth transition between growing regions and data-driven retail strategies, the big four berries remain the primary drivers of growth and consumer excitement.

Industry leaders are reporting a highly favorable outlook for the current shipping window.

Nick Wishnatzki, public relations director of Wish Farms, anticipates peak Florida strawberry volumes from late February through the first 10 days of March.

“Overall, the Florida strawberry crop looks healthier than last year’s crop,” Wishnatzki says, adding that production in California’s Oxnard and East Side Santa Maria regions is ahead of schedule, facilitating a smooth transition in mid-to-late March.

Jerry Moran, vice president of sales for Naturipe Farms, echoes this optimism.

“Seasonal transitions are shaping up well,” he says, adding that the move from Central Mexico into California and Florida has been smooth due to varietal overlap.

“Weather always has the potential to create short-term challenges, especially in winter, but we do not anticipate major supply gaps,” Moran says. “Continued investment in protected growing environments, diversified regions, and logistics has helped us shorten and soften those transition periods.”

Overall, Moran says the peak shipping windows look fairly similar to last year, “but we’re seeing better consistency thanks to improved varieties and tighter execution during transitions. Strawberries and blueberries are both showing strong volumes during their traditional peaks, with strawberries benefiting from expanded acreage and blueberries from newer genetics that hold quality longer. On the domestic side, the blueberry peak in Georgia is shaping up to be especially strong, setting a solid tone for the season.

“On the premium side, we’re seeing steady growth in varieties that deliver standout flavor, even if yields are slightly lower,” Moran says. “Retailers are increasingly willing to make space for those berries because they taste great and drive repeat purchases.”

The Future of Flavor: Varietal Innovation

A major theme for the 2026 season is the successful deployment of proprietary and university-developed genetics.

Wish Farms is highlighting the Ember and Encore varieties as a gold standard for Florida producers, noting their exceptional yield, disease resistance and fruit quality.

“Our company is laser focused on finding the best-tasting new varieties, so that characteristic ranks high on our list of requirements,” Wishnatzki says. “New varietal development is truly the future of our industry, as we not only want great tasting varieties, but ones that make farming sustainable, specifically when it comes to yield and disease resistance.

“University of Florida varieties continue to be the gold standard for strawberry producers in the state,” he continues. “The Ember and Encore varieties have shown very strong yield and quality this season. We are also proud members of the Ohalo Strawberry Consortium, which is working on some exciting developments coming down the line.”

Furthermore, Wish Farms’ proprietary breeding company, Berry Sweet Research, is advancing toward the commercialization of new premium raspberry and blackberry varieties.

“Entering its fourth year of rigorous seedling evaluation, BSR is setting new benchmarks in innovation, flavor and performance in its mission of developing premium raspberry and blackberry varieties,” Wishnatzki says. “At the helm is Carlos Fear, a renowned plant breeder and horticulturalist with 35 years of industry experience.

Fear spent much of his career at Driscoll’s, where he played a pivotal role developing industry-leading berry varieties, Wishnatzki adds. He is the inventor or co-inventor on 35 patents spanning raspberries, blackberries and strawberries.

“Each year, BSR assesses 10,000 seedlings, and advances approximately 100 elite selections for further evaluation across three strategic trial locations in California and Mexico. Selections are chosen based on exceptional yield, superior postharvest performance, and standout flavor criteria that reflect the evolving demands of growers, retailers and consumers,” Wishnatzki says. “BSR is preparing to launch full tunnel pre-commercial trials by 2026, featuring two standout raspberry selections. BSR anticipates expanding pre-commercial trials to include two to four selections with growers, paving the way for the release of up to two top-performing varieties for commercial production in 2027.”

Naturipe Farms is also seeing success with newer genetics that hold quality longer, particularly in the blueberry segment. Moran emphasized the importance of balancing high-yield varieties with premium-flavor genetics.

“Those premium berries create excitement and give retailers a way to trade shoppers up,” Moran says, adding that shoppers are increasingly willing to pay more for berries they can trust to taste good every time.

The CSC’s 2025 Strawberry Shopper Playbook reveals that the strawberry category added nearly $500 million in incremental sales, with dollar sales growing by 10%.

(Image courtesy of California Strawberry Commission)

Data-Driven Success: The $500 Million Gain

New research from the California Strawberry Commission underscores the massive financial impact of the category. The CSC’s 2025 Strawberry Shopper Playbook reveals that the strawberry category added nearly $500 million in incremental sales, with dollar sales growing by 10%.

Key takeaways for retailers from the CSC research include:

Volume leadership — Strawberries represent 60% of total berry category volume and drove 61% of incremental growth.
The 32-ounce powerhouse — Larger 32-ounce packages accounted for 68% of incremental sales, delivering $332 million in revenue.
Promotion power — Strawberry promotions generated a 36% volume lift on an average discount of only 22%.

Meeting the Health-Conscious Consumer

The sustained growth of the category is deeply tied to the health and wellness movement. Wishnatzki also points out that Florida’s winter timing is a major advantage, as fresh berries arrive just as shoppers are focusing on New Year’s resolutions and spring resets.

“We continue to see strong growth in the berry category year after year, especially with the health and wellness movement shaping consumer behavior,” he says. “Shoppers are increasingly prioritizing nutrient-rich, whole foods, and no category is better positioned than berries. Consumption is surging across all berry types, with strawberries leading the charge during Florida’s winter season. Packed with vitamin C, fiber and heart-healthy benefits, strawberries align perfectly with consumer goals for better eating.”

As the industry looks toward the rest of 2026, the focus remains clear: delivering consistent flavor and quality. When these elements are met, Moran says, berries remain one of the fastest-turning categories in produce, with shoppers willing to purchase every week.

Florida Strawberry Growers Balance Freeze Protection Against Disease Risk Ahead of Valentine’s Day

Fri, 23 Jan 2026 21:29:05 GMT

As the first cold snap hit the Sunshine State earlier this week, Jennifer Bearden, a University of Florida Extension agent in Okaloosa County, shares how strawberry growers help protect their susceptible plants.

Bearden says one of her growers uses row covers to protect the berries, while others use overhead irrigation or no frost protection at all. She says the growers who used the row covers had ripe berries.

And she says it’s common to have temperatures in the low 20s and even 10s this time of year, but it’s still important growers protect the crop.

A challenge with the upcoming cold snap, Bearden says, is that snow or ice that could help insulate plants, but the pending forecast looks like it will just be freezing temperatures.

“It will be critical for our growers to protect their strawberries if we get as cold as they are forecasting,” she says. “Buds in the crown can be injured at 20 degrees. New leaves can be injured below 28 degrees or so, and open blooms are injured below 30. We are currently forecast to be at 21 degrees.”

And she says this comes at a time when growers are looking to ramp up production or maintain production to meet the upcoming Valentine’s Day demand.

“One of my farms already has berries, and they would like to keep them growing so they have some berries for Valentine’s Day,” she says.

With overhead irrigation, water radiates heat as it freezes on the plant, which Bearden discusses in her video.

“It is a fine art to learn how to apply the right amount based on temperature, wind and humidity,” she says. “They start with ¼" of water per hour and adjust for wind and humidity.”

Another big worry for Bearden is protecting crops from freeze events while also mitigating diseases such as Neopestalotiopsis.

“Neopestalotiopsis can be spread by overhead irrigation, and it can spread under the row covers,” she says. “Also, these cold snaps can interrupt fungicide spray schedules.”

She says the grower with row covers took the covers off during a slight warm up and will spray the plants and cover before this next cold snap.

“This farm has one row that doesn’t have a cover, so it was hit hard by the last freeze event,” she says.

As for the upcoming storm, she says her grower with row covers is prepared and ready for the cold, but the growers who use overhead irrigation and those who don’t use any freeze protection, that’s another story.

“I think the ones that use overhead irrigation are not looking forward to losing sleep in order to monitor the irrigation,” she says. “I think growers without freeze protection may be nervous about this upcoming cold snap as we may see teens, which will impact the plant and yield potential. In 2025, the snow insulated the plants from our low temps; -12 was the lowest recorded during that period. The plants likely won’t have snow to insulate them this year.”

CSC Research Reveals How Shoppers Drove $500 Million in Strawberry Category Gains

Thu, 22 Jan 2026 23:17:54 GMT

The California Strawberry Commission released new research into retail sales drivers and the strawberry shopper path to purchase. The 2025 Strawberry Shopper Playbook provides marketers and industry professionals with actionable data and strategic recommendations to optimize strawberry merchandising and drive category growth.

Based on in-depth syndicated retail sales data and quantitative path-to-purchase research, the new guide provides a comprehensive view of the strawberry purchase journey, according to a news release. From pre-store preferences to postpurchase behaviors, it highlights retail sales insights, the drivers that inspire purchases and the barriers that prevent them, helping retailers engage with today’s strawberry shopper.

“Strawberries remain a powerhouse in the produce department, driving both volume and dollar growth in the berry category,” says Chris Christian, vice president, market insights for the California Strawberry Commission. “Our new merchandising research offers a clear view of what’s driving category growth and offers strategies retailers can use to inspire more purchases year-round.”

Key findings from the research include:

Strawberries Lead Berry Category Growth: Volume rose +8% year over year, representing 60% of total berry category volume and driving 61% of incremental growth (+123 million pounds).
Dollar Sales Soar: Category dollars grew +10%, adding nearly $500 million in incremental sales.
Strong Promotional Impact: During the 52-week period, about 52% of strawberry volume was sold on promotion, generating a +36% volume lift on an average discount of -22%.
The 32-oz. Pack Drives Category Expansion: The 32-oz. package accounted for 68% of incremental sales and delivered +20% dollar growth, adding $332 million in revenue.

The 2025 Strawberry Shopper Playbook also highlights shopper motivations, purchase drivers and opportunities to close the gaps between today’s rising shopper expectations and the in-store experience, helping the industry strengthen execution and maintain shopper confidence.

“This playbook provides retailers, shippers and industry partners with the data-backed insights needed to optimize their strategies and capitalize on the momentum of the strawberry category,” Christian says.

The 2025 Strawberry Shopper Playbook is now available for download on the California Strawberry Commission’s retail resource page .

Specialty Crops Suffered Staggering Economic Losses in 2025, Will Relief Come in Time?

Wed, 21 Jan 2026 22:27:23 GMT

Economic losses to specialty crops last year were on a level that can put farming operations out of business.

The American Farm Bureau Federation estimates $3.6 billion in economic losses for almonds, $1.4 billion for apples, $763 million for lettuce, and $717 million for potatoes alone.

Specialty crop leaders this week renewed their calls for urgent economic support for U.S. growers and shared their disappointment after the U.S. House released final spending bills Jan. 20 that did not include aid for American specialty crop producers.

While the Specialty Crops Farm Bill Alliance (SCFBA) says specialty crops, including fruits, vegetables, tree nuts, nursery, greenhouse and floriculture products, generate more than $75 billion annually in U.S. agricultural cash receipts, account for more than one-third of all U.S. crop sales and support rural economies nationwide, under the current USDA Farmer Bridge Assistance program, $11 billion is allocated to row crops, and only $1 billion is reserved for specialty crops and other commodities, with key details on eligibility, payment and timing still unresolved.

“It’s a challenge with specialty crops to come up with aggregated data across all the more than 300 different commodities, but the American Farm Bureau Federation has done good analysis related to specialty crops,” says Kam Quarles, CEO of the National Potato Council and SCFBA co-chair.

“Effectively Farm Bureau is saying that if you’re going to have a relief plan rollout, specialty crops should be about a third of whatever Congress spits out,” he says.

Word on Capitol Hill is Congress is contemplating a total of $15 billion in assistance, SCFBA says.

“We agree with the one-third of whatever Congress comes up with, but also the package has to be large enough to make a material impact,” Quarles says. “The specialty crop industry has told Congress that we need no less than $5 billion in economic relief for specialty crops in order to positively move the needle for growers.

With food affordability still a top focus for many consumers, what happens to the cost of fruits, vegetables and other grocery staples if specialty crops don’t receive the aid they desperately need?

“We’re facing an unprecedented economic crisis in the U.S. right now for agriculture, and it’s not just specialty crops, it’s broader than that,” Quarles says. “If you have growers that are going out of business due to this economic crisis, that’s going to further impact supplies of commodities. It’s going to impact prices, and it will add to the affordability issue.”

Last week SCFBA joined American Farm Bureau Federation and ag organizations across the U.S. in penning a letter to Congress highlighting record-high input costs, labor shortages, weather challenges and historically low market prices that have caused farmers to face negative margins and nearly $100 billion in losses nationwide.

Reasons for Optimism

Quarles says feedback from both the House and Senate appropriations committees on the specialty crop crisis has been encouraging.

“They absolutely understand where we’re coming from,” he says. “The other thing to remember is that there have been fundamental changes in tax policy that were put into law last summer, and they’ve already started to come online. And when some of the trade agreements that have been discussed are finalized, they also could create a more competitive environment, along with the tax policy.”

But could this be a case of too little, too late?

“These policy recommendations could create a much better environment in the future, but if you’re out of business before you ever get to that better environment, it just doesn’t matter,” Quarles says. “So that’s the imperative of this economic relief; we need a short-term safety net or a bridge, whatever you want to call it, to get producers from this crisis into an area where they can start to take advantage of some of these changes.”

Another bright spot, he says, is how effectively the industry, along with he and his SCFBA co-chairs, including Cathy Burns, CEO of the International Fresh Produce Association; Mike Joyner, president of the Florida Fruit and Vegetable Association; and Dave Puglia, president and CEO of Western Growers, are working together.

“The industry has really rallied together under the umbrella of the Specialty Crop Farm Bill Alliance,” Quarles says. “Twenty years ago, this was not the way the industry worked, but the alliance has created a kind of muscle memory, where we know how to all get around the table. We know how to look at a particular situation, develop a strategy, and then everybody disperses out to where they have strengths across the United States.”

“It has really been the best of the fresh produce industry rallying together to try to get some relief for our grower members,” he continues. “I’m very hopeful that we’re going to get something positive done here.”

Florida Strawberry Growers File Major Antidumping Petitions Against Mexican Imports

Tue, 20 Jan 2026 00:49:54 GMT

A group of strawberry growers filed petitions alleging that low-priced imports from Mexico have injured the winter strawberry industry in Florida . Imports covered under this petition include all fresh and chilled strawberries that enter the U.S. and are sold between Nov. 1 and March 31.

The Strawberry Growers for Fair Trade filed the petitions with the U.S. Department of Commerce and the U.S. International Trade Commission, stating the Mexican strawberry industry has distorted the U.S. market and injured the American industry and its workers.

Daniel Pickard, International Trade and National Security practice group leader at Buchanan Ingersoll & Rooney and lead counsel for the growers that filed the petition, says this action has come after nearly 20-plus years of growers seeking relief. This includes engaging with the U.S. Trade Representatives and the U.S. International Trade Commission.

Pickard says that while the U.S. International Trade Commission began monitoring imports under section 332, growers still did not see relief.

“It’s the fact that this industry has been suffering for more than two decades, and really the U.S. antidumping law is one of the only laws out there that industries can use when they feel like they’re being injured as a result of unfair import competition,” he says. “I bring antidumping cases for a living. There’s a point where people say, ‘Enough is enough. We don’t really have any other options right now.’”

And Pickard says many industries have sought relief through antidumping petitions.

“We are at a period where kind of historical high levels of antidumping investigation are being filed, not just in ag, it’s across multiple industries,” he says. “This is, I think, front and center in the news just about every day. The idea, not just under this administration, but for the past two administrations, and a focus on revitalizing U.S. production and the USA.”

Criteria for Proving Injury

Pickard says the timeline for the proceedings will likely be a decision within 20 to 45 days of the first filing to either dismiss or formally initiate the case. First, the ITC will determine if the case shows injury.

“The U.S. International Trade Commission will make a determination whether there is, ‘a reasonable indication of material injury or threat of material injury by reason of the Mexican imports,’” he says. “The ITC typically goes affirmative at that preliminary determination as well. The domestic industry only needs to show a reasonable indication of harm.”

Pickard says he’s currently answering some questions about domestic injury from the Department of Commerce.

“The ITC really looks at three primary sets,” he says. “No. 1, what is the volume of imports specifically? Have they increased absolutely or by market share? The second thing that they look at is whether imports have had negative price effects. And you see this historically in two major ways, either are the Mexican prices below the U.S. price, which is called underselling, or have imports generally put downward pressure on prices so that they’re suppressing or depressing U.S. prices. And then the third thing ITC looks at is whether there’s been a negative impact as it affected the growers, production, their commercial shipment, their profitability, their ability to invest.”

Then, the Department of Commerce will launch an investigation into the claims.

“They’ll make their preliminary determination whether there is dumping and the extent of dumping, generally at about five to six months after the filing of the case,” Pickard says. “So that’s going to get us to basically summertime, and as of that date, that’s when antidumping duties start to be collected.”

Then, he says, the ITC will conduct its formal hearing on the impact to the domestic industry.

“From a lawyer’s perspective, these things move at a rocket pace,” Pickard says. “We’re not talking about litigation that’s going to drag on for years and years. We’ll have a final determination within 13 months.”

Cautious Optimism for Industry Survival

Pickard says one thing that’s unique about this antidumping case is that it’s using a regional analysis, which, in this case, is Florida.

“The ICC has traditionally looked at whether a nationwide industry has been injured, but Congress passed a law decades ago that allows the ICC to also do what’s called a regional analysis and say, when examining the injury, is there a region that is particularly injured?” he says. “We’re arguing that really there are kind of two regions in the United States. You’ve got California growers and what’s going on in the Western United States, and then you’ve got strawberry production, which is concentrated in Florida and primarily sold in the Eastern states. And Florida growers’ season directly matches the majority of the Mexican strawberry growing season. And here it’s important for the ITC to conduct our regional analysis to specifically look at the impact of these imports on the Florida growers.”

Pickard says the growers he represents are cautiously optimistic but also understand just how long it’s taken to get to this point.

“I think people are very hopeful, but they’re also kind of cautiously optimistic that the industry has tried to get relief in a couple of different forms over the years, and it just hasn’t worked,” he says. “So now there’s this new option and these trade cases, if they’re successful. It’s not an overstatement to say that they can literally save domestic industries, but I think people are also cautious in their optimism in light of just how long this problem has been going on without any real relief.”

Oppy Launches Dole-Branded Florida Strawberry Program

Tue, 23 Dec 2025 21:21:42 GMT

Fresh produce grower, marketer and distributor Oppy says it has launched its new Florida strawberry program with production underway and promotable volumes expected from late January through early February.

The Vancouver, British Columbia-based company says this is its inaugural offering under the Dole label since integrating with Dole Diversified North America in October.

Grown on more than 300 acres in the Florida communities of Frostproof, Zolfo Springs, Dover and Plant City, the program features a lineup of premium conventional varieties in 1-pound and 2-pound packs.

Favorable weather conditions to date have supported excellent fruit development and quality, the company says.

“This Florida production completes Oppy’s year-round supply of strawberries, which also includes central and Baja, Mexico, and production up and down the California coast,” says Tony Colonna, senior berry category manager for Oppy. “It allows us to diversify our supply with multiple regions simultaneously and keep customers’ shelves filled regardless of any weather interruptions in one of the major growing regions.”

With availability through March, Oppy says Florida strawberry production provides the company an important strategic advantage through winter, providing a reliable supply during a critical demand period and ensuring retailers can maintain strong category performance.

Oppy says its business development representatives have begun to set up ads and provide promotional tools to drive sales at retail.

“The new volume expands the strength of our year-round berry portfolio under the widely recognized Dole brand,” Colonna says, citing a recent Ipsos survey that revealed a 54% unaided recognition of the popular fresh fruit label. “It’s exciting to bring this first large-scale Dole-branded strawberry offering to the marketplace through Oppy.”

In addition to its strawberry program, Oppy says it offers depth and breadth across the entire berry category with year-round volumes of high-quality fruit in all key items.

Florida Strawberry Growers Report Strong Season Ahead Despite Weather, Labor Pressures

Fri, 12 Dec 2025 22:42:27 GMT

Florida’s strawberry season is off to an encouraging start, with growers and state agricultural leaders describing healthy plants, good early sizing and strong retailer interest. Still, the industry faces familiar pressures such as labor, input costs and unpredictable weather, requiring strategic planning both in the field and in the marketplace.

Insights from Gem-Pack, the Florida Department of Agriculture and Wish Farms reveal how growers are managing the opportunities and obstacles.

How the Season Is Shaping Up

Growers report a positive start to the season, citing strong early fruit quality, healthy plant stands and improved growing conditions compared to last year. Each organization notes that early varieties are performing well, with steady volumes expected as the season moves toward its February-March peak.

Kristen Hitchcock, chief financial officer of Parkesdale Farms and Gem-Pack Berries grower partner, says berry harvesting started earlier this season.

“Hurricane Milton caused significant damage to our fields last year, which impacted overall production,” she says. “Fortunately, our yields are currently higher than they were in 2024.

This season, Parkesdale Farms decided to grow a new variety, Ember, which was developed by the University of Florida. The variety is known for its bright red color, sweetness and ability to resist fungal disease, particularly Neopestalotiopsis, Hitchcock says.

“When I first tasted them straight off the vine, the flavor was delicious and sweet,” she says. “Their fragrance was so strong, I could smell the strawberries from 100 feet away.”

Nick Wishnatzki, public relations director for Wish Farms, says its 2025-26 Florida strawberry season is off to a promising start thanks to favorable weather conditions and the absence of hurricane disruptions for the first time in several years.

“Ideal temperatures have contributed to excellent fruit quality and sweetness across the board. While our Ember and Encore varieties were slower to start, production is now accelerating, and strong volumes are expected as we roll through December,” Wishnatzki says.

“The season began very differently than in previous years. Heavy rains in California reduced supply in November, along with cooler temperatures in Florida, delaying initial harvests,” he adds. “As of now, the industry is slightly undersupplied, but conditions are improving steadily heading into the holiday period. Production is expected to follow a normal curve as weather patterns stabilize, supporting what we think will be a great season ahead.”

Key Challenges Facing Florida Strawberry Growers

Growers continue to manage persistent pressures that shape each season’s outcome, such as weather variability that influences field decisions and crop management.

This season’s weather has been more favorable than last year, Hitchcock says.

“We are getting plenty of warm sunshine and cool air, which our berries love and thrive in,” she says. “Rainfall has been limited this season, which is beneficial since excessive rain isn’t great for the crops. We are expecting a cold front, but conditions will be more sporadic.”

Hitchcock says last season’s yield was low because of Hurricane Milton.

“With the new Ember variety, so far, it looks like we will have high volume this year. The fruit size looks like a normal strawberry, but its shape resembles a heart, which we think consumers will love,” she adds.

Hitchcock says Florida strawberry growers are hopeful for a strong year ahead. The weather has been excellent this year, but she says some of last year’s weather challenges are carrying over to this season.

“We are recovering from the challenges posed by the hurricane and are doing everything we can to move forward. Also, the rising costs from our inputs, such as labor and materials, continue to be a challenge,” Hitchcock says.

Wishnatzki says labor availability has remained stable through the use of the H-2A program, however, “its cost is highly burdensome.”

“There is some hope on the horizon with upcoming changes to the Adverse Effect Wage Rate and crew deployment rules,” he says. “They are expected to provide greater flexibility, reduce costs and improve compliance. While these reforms will not impact the current Florida season, they represent a significant opportunity to strengthen the domestic industry and improve competitiveness with Mexico in the future.”

Wishnatzki adds that the recent government shutdown delayed some of Wish Farms’ H-2A worker arrivals.

“Now that it’s resolved, we expect to be fully staffed at the farm later this month. However, our reliance on the government for this program, and an ever-shrinking pool of qualified farmworkers, is not sustainable over the long term,” he says. “An event like the shutdown just highlights how vulnerable we can be. It’s important that there is an acceleration in investment for domestically produced automated harvesting solutions, like Harvest CROO Robotics.”

As a result, Wishnatzki says escalating input costs have made operational efficiency a priority.

“Our cost per acre has increased substantially over the past decade, requiring us to be highly strategic in how we deploy resources,” he explains.

How Growers Are Working With Retailers and Driving Demand

Marketing teams report strong retail interest, with promotional plans aligning to peak winter volumes and key holidays such as Valentine’s Day.

Florida growers continue to emphasize freshness, highlighting the advantage of domestic winter berries over imports, and are leaning into messaging around flavor, sustainability and transparency. Partnerships with retailers include coordinated ads, in-store promotions and category insights designed to drive berry sales during the high-traffic winter months.

“At Parkesdale Farms, we want consumers to feel like they’re a part of our family,” Hitchcock says. “As a multigenerational family farm, we take pride in sharing our story so consumers know who is behind our strawberries.

The company first partnered with Red Blossom over 15 years ago. After a 2021 merger, its collaboration continued with Gem-Pack Berries, which has proven to be a natural fit since then, she adds.

“While we partner with Gem-Pack Berries, we always highlight that Parkesdale Farms is a family-owned farm,” Hitchcock says. “We receive support from the Florida Strawberry Growers Association and Fresh from Florida, which help us to promote our berries to local consumers. Every clamshell proudly features the Fresh from Florida sticker.”

Hitchcock says consumer trends and preferences for flavor, appearance and overall taste continue to shape how the strawberries are positioned.

“We have a great relationship with the University of Florida, and by working closely with them, we continue to learn about what preferences consumers have for strawberry characteristics such as flavor, taste and quality that they prefer,” Hitchcock says. “Our strawberries have high Brix for sweetness, and consistent sizing that fits well in the clamshell, and the vibrant red color that consumers prefer.”

For Wish Farms, the current fruit quality is exceptional, with strong sizing and flavor, setting the stage for successful holiday promotions, Wishnatzki says.

”Long-stem berries will be available for Christmas and Valentine’s Day,” he says. “We encourage retailers to consider extending promotions beyond the traditional Valentine’s window. Florida’s peak volume occurs from mid-February through early March. Quality remains very high, and pricing is most aggressive. Extending sharp promotional activity during this period supports Florida growers and contributes to their long-term sustainability.”

Florida strawberries are prized for their vibrant red color, juicy texture and naturally high sugar content, says Susie McKinley, director, division of marketing and development for the Tallahassee-based Florida Department of Agriculture and Consumer Services. Grown and harvested at peak ripeness, they are shipped quickly to ensure exceptional freshness.

McKinley says Florida’s unique winter growing season allows it to supply fresh, domestic strawberries when other regions cannot, giving it a distinct advantage in the marketplace. Florida strawberry growers differentiate their fruit by aligning with the Fresh From Florida brand and featuring the iconic sunny logo on their packaging, she says.

“The widely recognized logo helps consumers identify local produce, especially during the holiday season when strawberries are in high demand,” McKinley says. “Through a comprehensive, multi-channel advertising campaign, Fresh From Florida promotes Florida-grown strawberries across TV, radio, podcasts, digital platforms, social media, online grocery services, coupon apps and in-store promotions. These efforts increase awareness of Florida strawberry season and drive purchase intent.”

Retail partnerships play a key role in this strategy, she adds.

“Through the Retail Incentive Program, participating stores promote Florida-grown products in circular ads, digital ads, social media, custom displays, recipe cards and sampling events,” McKinley explains.

Targeted promotional efforts are in place to support the winter season and Valentine’s Day, peak times for strawberry consumption, she says. Television and radio ads will run throughout January and February, while digital recipe ads will span January through March, featuring Florida strawberries in seasonal dishes. Shoppable ads during this same period allow consumers to purchase strawberries online through their preferred retailer.

“Promotions on Ibotta and ShopKick will run in January, offering monetary incentives to encourage in-store purchases of Florida strawberries,” McKinley says. “Instacart promotions will run from Dec. 15 through March 15, targeting online grocery shoppers, while print and shopping cart ads will provide in-store visibility during February and March.”

Most Florida strawberries are sold fresh at retail, with some entering foodservice and limited processing channels, McKinley says.

“They are primarily shipped to markets along the East Coast and into Canada, with growing interest in the Midwest. Florida’s proximity to these markets allows for faster delivery, longer shelf life and a superior taste,” she says. “By emphasizing freshness, flavor and local sourcing, Florida strawberry growers continue to differentiate their product and encourage consumers to support American farmers by choosing Fresh From Florida strawberries.”

The USDA’s 2025 Organic Survey is Coming Soon

Thu, 11 Dec 2025 14:30:57 GMT

If you’re an organic grower, keep a watch on your mailbox. The 2025 Organic Survey is headed your way.

USDA announced Dec. 10 that the National Agricultural Statistics Service will soon mail the survey to all known organic farms and ranches, as well as producers who are transitioning to certified organic, across all 50 states. Growers will first receive survey codes with an invitation to reply online, followed by the full questionnaire in early January, according to NASS. The questionnaire will ask producers to provide information on acreage, production and sales, as well as production and marketing practices.

“Organic agriculture is a growing industry, and it is our job as a federal statistical agency to help measure this part of the agriculture sector,” NASS Administrator Joseph Parsons says. “We are excited to provide data on organic agriculture that will help inform organic producers and other industry professionals to make informed decisions for their operations.”

Federal laws require producers to respond to the survey, as well as requiring USDA to keep respondents’ identities and responses confidential. The deadline for response is Feb. 5, 2026.

Organic Information of the Past

The USDA organic survey is a special study from the Census of Agriculture and was last conducted in 2021 .

That survey reported there were 17,445 certified organic farms in 2021, up 5% from 2019, and 4.9 million organic acres. California led the states with 3,061 certified operations and 813,710 organic acres. Indiana saw the largest proportional growth in operations at 697 in 2021 compared to 595 in 2019, a 17% increase, while Idaho saw the largest proportional growth of organic acres at 215,668, a 19% increase compared to 2019.

In 2021, the market value of certified organic products sold stood at $11.2 billion, up 13% compared to 2019. Produce items on the top 10 list by market value included apples ($629 million), strawberries ($336 million), grapes ($309 million) and lettuce ($276 million).

The results of this new organic survey will be available Oct. 30, 2026, according to NASS.

California Giant Achieves B Corp Certification

Tue, 09 Dec 2025 19:39:28 GMT

California Giant Berry Farms says it is now a Certified B Corporation, which demonstrates its commitment to meeting the high standards of social and environmental performance, transparency and accountability.

“Our vision is to be the most sustainable fresh berry company in the world, because we believe that’s the only way to provide premium berries for generations to come,” says Joe Barsi, president and CEO of California Giant. “Becoming B Corp Certified is a significant milestone on our sustainability journey, as it holds us publicly accountable for real, lasting progress.”

Since its founding in 1983, California Giant says it has been a family-owned, purpose-driven company. As part of its sustainability road map, the company recently announced several key milestones, including:

Enhanced grower partnerships through Fair Trade USA and Integrated Pest Management (IPM) verification programs
Company-supported volunteer hours, as well as reinstating its Green Team that provides employee education on California Giant’s environmental and societal impacts
A materiality assessment informed new sustainability metrics and goals for internal and external benchmarking
Named as the Second Harvest Food Bank of Santa Cruz County 2024 Food Donor of the Year
Installing a solar array at its Santa Maria, Calif., cooler, expected to offset 50% to 60% of the facility’s grid electricity use

The company says this B Corp certification is part of its broader “Berries with Purpose,” which is an ongoing commitment to nourishing communities, protecting the planet and delivering great berries for generations to come.

“With our Berries with Purpose commitment,” Catherine Campbell, director of sustainability at California Giant Berry Farms, says, “we’ve formalized our purpose, set strategic targets and openly shared our progress through our Sustainability Report. Becoming a B Corp is the result of our team’s incredible achievements to date. We’re honored to join the B Corp community as we continue to grow our positive impact in the berry industry.”

Red Sun Farms, Heritable Agriculture, CIV Partner to Drive Indoor Strawberry Innovation

Tue, 02 Dec 2025 16:45:35 GMT

Red Sun Farms, Heritable Agriculture and Consorzio Italiano Vivaisti report major strides in their joint work to create a next-generation, indoor-grown strawberry at the Vineland Research Station.

This partnership combines CIV’s expertise in strawberry genetics and germplasm, Heritable Agriculture’s AI-driven breeding models and Red Sun Farms’ indoor growing experience to revolutionize how premium strawberries are bred and grown, according to a news release.

“We are entering a new era of produce development where we no longer have to choose between yield and flavor,” says Paul J. Mastronardi, business development and account manager for Red Sun Farms. “This partnership brings together the four critical pillars of modern agriculture: advanced genetics, predictive AI, precision growing and direct retail feedback. By aligning these forces from Day 1, we are creating a feedback loop that has never existed before.

“We are effectively reverse-engineering the perfect strawberry based on what consumers actually demand, ensuring that when these varieties hit the shelf, they are already proven winners,” Mastgronardi says.

By leveraging AI simulations to predict crop performance, the partnership is streamlining breeding timelines and optimizing key traits for greenhouse efficiency. This approach allows the team to bring high-quality, innovative strawberry varieties to market faster, varieties designed with growers, consumers and the environment in mind.

This partnership combines CIV’s expertise in strawberry genetics and germplasm, Heritable Agriculture’s AI-driven breeding models and Red Sun Farms’ indoor growing experience to revolutionize how premium strawberries are bred and grown.

(Photo courtesy of Red Sun Farms)

“At Vineland, we’re proud to be at the forefront of horticultural innovation by combining world-class research, advanced technology and industry collaborations to deliver premium, sustainable strawberries to the consumer,” says Ian Potter, president and CEO of Vineland Research. “It’s been incredible to see this research come to life and be validated directly through customer feedback.”

Heritable Agriculture’s predictive AI technology generalizes across species, environments and traits, making it adaptable to nearly any agricultural operation. When paired with Red Sun Farms’ vertically integrated model and CIV’s world-leading breeding capabilities, this collaboration represents a new benchmark in indoor fruit innovation.

“We’re bringing AI solutions to indoor growers, beginning with greenhouse strawberries,” says Davide Sosso, chief scientific officer for Heritable Agriculture. “This work is setting a new standard for strawberry flavor and quality, which is precisely why retailers were here this week to learn more.”

A key differentiator of this initiative is the early involvement of eight retail partners representing more than 8,000 North American store locations. By bringing retailers into the breeding process from the beginning stages, the project aligns real consumer insights and market needs with cutting-edge technology, ensuring the varieties developed are optimized not just for performance, but for taste, texture and shopper appeal.

Last week, retail partners joined the research team at the Vineland for an exclusive first look at more than 110 strawberry breeding lines currently in development. Through guided sensory evaluations, partners provided valuable feedback that will help shape the next phase of selection and innovation.

“For CIV, this collaboration represents an important step in turning our genetic research into tangible value for the entire supply chain,” says Federico Stanzani, general manager of CIV. “Providing our germplasm and integrating it with Heritable’s predictive models, Red Sun’s cultivation expertise and the research capabilities of Vineland Research allows us to accelerate indoor breeding, optimize key traits and develop varieties capable of excelling in greenhouses from the earliest stages. This synergy between advanced genetics, artificial intelligence and precision growing not only demonstrates technological potential but also delivers concrete results for growers, retailers and consumers, creating strawberries that are ready to meet market demands.”

As the project advances, Red Sun Farms, Heritable Agriculture, CIV and Vineland say they remain committed to driving sustainable, technology-enabled innovation that enhances quality, productivity and flavor for the strawberry category.

Wish Farms Kicks Off Florida Strawberry Season With Optimism

Wed, 29 Oct 2025 15:43:39 GMT

After a season marked by Hurricane Milton’s impacts and rising input and labor costs, Wish Farms is entering the 2025-26 Florida strawberry season with renewed hope.

Running from November through April, the season promises exceptional quality and flavor, according to the company.

“Last year was a challenge,” says Nick Wishnatzki, public relations director for Wish Farms. “But our team’s strategy, resilience and adaptability have us feeling confident about the season. We’re eager to deliver berries that live up to our mission of providing the best tasting berries.”

This season Wish Farms and its partners are growing four key University of Florida strawberry varieties: Brilliance, Medallion, Ember and Encore. The newer Ember and Encore varieties offer a wide array of characteristics, including size, flavor and enhanced disease resistance, the company says.

“Based on last year’s performance, we expect Ember and Encore to deliver this season,” Wishnatzki says. “They have the potential to provide an overall boost in yield and productivity.”

When it comes to organic production, the company is positioning itself around these new varieties to maximize flavor and surety of supply. With strong performance projected, Wish Farms says it expects to turn a new, successful chapter in its organic program.

The company says it represents around 17% of the Florida industry, with over 2,500 acres of conventional, organic and Pink-A-Boo pineberry production. Wish Farms’ pineberry program continues to be a bright spot. Its steady consumer interest and strong field performance distinguishes itself as a special item that shoppers can only find on the shelf during the Florida season, the company says.

There is also hope on the horizon for farmers when it comes to rising labor costs. Changes to the H-2A program’s Adverse Effect Wage Rate and crew deployment rules will allow for greater labor flexibility, reduced costs and improved compliance. It promises to give berry growers the freedom to manage labor efficiently while staying compliant, according to the company.

“Although the changes won’t be reflected this season, these reforms have the potential to be a big win for the domestic industry and help level the playing field with Mexico,” Wishnatzki says.

Wish Farms says strawberries continue to lead berry category growth, with $500 million in year-over-year dollar gains. With strong consumer demand and a robust supply chain, Wish Farms says it is well positioned to meet market needs with high-quality berries and reliable delivery.

Sun Belle to Offer Florida Winter Strawberries

Fri, 10 Oct 2025 19:01:48 GMT

Sun Belle has expanded its strawberry program through new grower partnerships in central Florida. This strategic addition will round out Sun Belle’s robust year-round supply of fresh berries, according to a news release.

The Schiller Park, Ill.-based company says central Florida is known for its thriving winter strawberry crop, producing fruit with exceptional flavor from late November to early April. In partnership with Plant City, Fla. growers, Sun Belle will offer Florida strawberry varieties, including the Florida Brilliance, Florida Ember, Florida Encore and Sweet Sensation, throughout the upcoming winter season.

“This expansion truly aligns with where Sun Belle is as a whole — we are growing rapidly and making strategic, forward-thinking moves that strengthen our supply chain and ensure our retail partners can meet their consumer demand every week of the year,” says JC Clinard, CEO of Frutura’s Berry Division. “It also hits close to home for me. With Plant City being my home base, I’ve come to personally know and trust this passionate community of growers.”

Sun Belle says the Florida crop will complement its existing production in Baja California and central Mexico, creating a seamless supply calendar for retail partners.

“Our experienced team has built a truly notable berry program over the years,” says Taylor Hazelwood, vice president of sales at Sun Belle. “The addition of Florida’s winter crop allows us to continue to provide our retail customers with berries that meet our high-quality standards and satisfy the continued consumer demand for flavorful strawberries every month of the year. It’s an exciting growth opportunity for our retail relationships and for our brand.”

Sun Belle Director of Marketing Hailey Clark says the expansion is aligned with the company’s focus on innovation and more.

“This Florida program is one of many steps Sun Belle is taking to deliver on our brand promise of quality, reliability and innovation,” says Clark. “Our team has been strategically developing new offerings like unique on-the-go blueberry packaging and premium berry programs — initiatives designed to excite loyal berry consumers while also attracting new ones. We’re eager to share these innovations with our family of retail partners.”

Sun Belle will be at the International Fresh Produce Association’s upcoming Global Produce and Floral Show in Anaheim, Calif., at the Frutura booth, No. 2081.

From AI to Genetics, Innovation is Fueling the Berry Category

Mon, 04 Aug 2025 18:50:04 GMT

GUADALAJARA, Mexico — Berry innovation was on full display at the recent Aneberries trade fair, where Hortifrut CEO Hector Lujan sat down with The Packer to share the vertically integrated company’s vision for the future of the category.

Founded in Chile, the global berry company operates its own commercial platforms as well as partnerships with U.S. growers including Naturipe, Michigan Blueberry Growers and Munger Farms. Globally, Hortifrut has a presence in India, China, North America, Latin America, Europe and Africa.

What role does innovation play at Hortifrut?

Lujan: It’s huge. Innovation is in our core values. We try to be a very innovative company that is always looking to challenge the status quo, but also reinvent ourselves in terms of how we farm, how we take product to market, and how we inform and bring people closer to our company.

We also expect a high level of execution. Innovation comes with the ability to bring it forward. So, we try to merge that in our culture, and hopefully it shows up. We also find that innovation generates a lot of really strong energy and excitement within the company that helps move us forward. And that’s been a testament to Hortifrut throughout its history.

How important are genetics to the future of blueberries and your company’s future?

Hortifrut has been a strong blueberry company, but we’re getting stronger in all the berry categories, and genetics are at the forefront of that. If you look at what’s transpired in the berry industry over the last 10 years, it’s really been driven by the genetic improvements, farming improvements, go-to-market improvements — but genetics are also at the forefront of creating a better eating experience with consumers and moving our products forward.

We are very engaged with our own genetics, but we’re also tapping into and looking to partner with different genetic houses to bring the best genetics to our farming. We invest in genetics on our own. We’re vertically integrated that way, but we’re also strategically partnering with other genetic houses, because we want to bring the best genetics to the table and products being represented under the Hortifrut, Naturipe labels.

What advancements are you seeing in the berry category and how is technology accelerating the pace of change?

Everybody’s innovating. And AI (artificial intelligence) has made leveraging information faster, but also much more constructive in terms of making changes and analyzing data for better decision making. AI is bringing a lot of really good tools that we can use as we build our databases.

Everybody you talk to in the industry is asking how much data is there in the community? How are you bringing that data together to empower your organization, be it with improved farming practices, better decision making, logistics, and even in genetics AI is becoming huge in terms of reading the recommendations of crossings. So, it’s playing a huge role.

There are other improvements in technology that are coming through in how we farm and automate harvesting or assisted harvesting. I think the most pronounced advancements have been through assisted harvesting, tools that allow for the harvester to be more productive.

At Fruit Attraction 2024 in Madrid, Hortifrut launched BerryReality , a virtual reality project designed to transform the way the industry and consumers connect with the company’s growing experience, innovation and sustainability practices. Is that helping to share Hortifrut’s story?

What you witnessed was our virtual reality tour that we’re trying to engage now and also use it to bring people closer to our company. We’re consistently trying to advance that forward, to have — even with AI — a conversation with people that brings them to a farm experience. We like to innovate in the marketplace. And we like to innovate in our farms.

Berry sales continue to boom in the U.S. Dollar sales for the berry category were over $12.5 billion, according to Circana OmniMarket Integrated Fresh retail data for the 52-week period ending June 15, 2025, up 7.5% over a year ago. What’s driving demand?

The competitive landscape in the berry industry has gotten tighter and tighter. And I think it’s stronger. Where the berry industry is growing because of the flavor profiles and the improvements in genetics, but it’s consumer demand for [a high-level] eating experience that’s really driving that growth. So, I think companies now are much more keen to ask, ‘How can we add value together with our customers, our retailers, and drive opportunity for the farmers through better eating experiences?’

And what we’re seeing is better genetics in every single berry category — in raspberries, blackberries, blueberries and strawberries — which is creating a much more competitive environment, but it’s also really good for the consumer because the eating experience keeps getting better and better, and that’s driving opportunity, growth and demand in the berry category.

The other factor driving sales is berries are getting discovered worldwide. What we’re seeing is that because of the health benefits of berries coupled with the eating experience, emerging markets are becoming huge opportunities. The world is eager to get berries into their stomachs. So, our share of stomach is growing worldwide.

A Fruit Logistica in Berlin earlier this year, Hortifrut sampled blueberries on the vine. When will you bring them to market and will they be available in the U.S.?

They’re available seasonally, because it’s certain varieties that we can harvest on the vine that need to mature evenly. So, it’s not a product that we have year-round. We have it in Europe right now. Actually, last week we started shipping the first berries on the vine into the Nordics, and it has been a great success.

It’s been a very rewarding experience. We’re seeing an even better shelf life with the berries on the vine , and people are excited to get them. So, it’s a novelty. It’s not something that we have done yet on a very big scale, but it’s something that is exciting for us — part of our innovation, part of our working with retailers to offer them something that’s unique and brings a differential to them. It also gets more people engaged with blueberries and is bringing new customers to the category.

As far as bringing blueberries on the vine to the United States, we’ve started those conversations and I’d say we’re in the ground stages of looking at how to enter that market.

Your next read:

California Strawberry Commission Shares Challenges, Opportunities at Aneberries 2025

Tue, 29 Jul 2025 00:39:09 GMT

GUADALAJARA, Mexico —This year marked the 15^th anniversary of the Aneberries international trade fair and the first time the California Strawberry Commission participated in the global berry event.

Chris Christian, vice president market insights for the commission, says Aneberries is an important event because of the strawberry industries in California and Mexico are very much interconnected.

Christian also shares that California has seen a significant increase in its strawberry exports to Mexico in recent years. To learn the latest, The Packer connected with Christian at Aneberries 2025.

Describe the current trade relationship between California strawberries and Mexico.

Christian: There is trade in both fresh and frozen strawberries between the U.S and Mexico. Fresh is the largest portion of that.

What is the approximate dollar amount of California strawberries exported to Mexico annually and what can you tell us about Canada, your No. 1 trading partner?

In 2024 California fresh strawberry exports to Mexico were valued at over $100 million. Value and volume to Mexico has nearly doubled since 2022. Our other major export market is Canada. Nearly 90% of California strawberry exports are to Canada and Mexico. On average, 15% of California strawberry production is exported.

Why is Aneberries an important conference for the California Strawberry Commission?

The conference provides an opportunity to engage with the berry industry in Mexico and to strengthen our relationship with Aneberries and other national and international berry organizations.

Let’s talk about sustainability. How are California strawberry growers leaders in sustainable farming?

Our farmers have been leaders in sustainable farming practices for decades, including pioneering the use of drip irrigation in the 1970s, use of integrated pest management and organic practices on conventional farms, and innovative research to develop non-chemical means to control pests and diseases in the fields. (See more here .)

What is the California strawberry industry’s biggest challenge and where do you see its greatest opportunity?

Farmers in California are continually challenged by rising input costs, especially those driven by California’s regulatory environment, and returns from the marketplace to the farm are not keeping pace with costs. We see great opportunity in the continued high demand for berries, especially the demand from millennial and Generation Z consumers, as shown by ongoing growth in berry category sales.

How, if at all, has tariff volatility impacted the California strawberry industry?

Our members appreciate the administration’s commitment to prioritize the needs of American farmers. While there has been no real impact, the inconsistency in communications regarding tariffs makes it difficult for businesses to plan for the short and long term.

Your next read:

Berry Industry Says Tariffs Could Raise Prices, Reduce Consumption

Tue, 29 Jul 2025 00:05:00 GMT

GUADALAJARA, Mexico — At the recent Aneberries trade fair, which brought together some 3,000 industry professionals from around the world, members of the global berry industry said they’re watching the Trump administration’s tariffs and trade deals closely.

Hortifrut, a vertically integrated company with its own commercial platforms as well as partnerships with growers including Naturipe, Michigan Blueberry Growers and Munger Farms, has a global presence in India, China, North America, Latin America, Europe and Africa.

The Packer sat down with Hector Lujan, CEO of Hortifrut, during Aneberries to learn if the administration’s tariffs and trade moves have impacted the global company.

Hortifrut CEO Hector Lujan discussed tariffs and trade at Aneberries 2025.

(Photo: Jennifer Strailey)

“It’s starting to. Tariffs are an obstacle because they’re taking value out of the whole supply chain and making it more difficult to bring something in that’s very healthy to the American public. I think it can also lead to reduced consumption or availability because of economic pressure, but also because of affordability in the marketplace … and that’s a concern for us,” says Lujan, who sees consumers being impacted most by tariffs on berries.

“I think the consumer loses out the most in the whole chain in terms of how we’ve secured product for the U.S. in North America. North America’s food security is based on production domestically and imports,” he says.

Walk any U.S. supermarket’s produce department and much of what’s available is imported, Lujan says.

“The U.S. probably has one of the most diverse product offerings in the world. We can find most products year-round — very healthy products in the produce aisle,” he says. “And if we look at food as medicine, you’re getting your medicine there at the produce section. And the affordability of trade has made that possible.

“I don’t think we can produce berries year-round in the United States in the abundance that we need to and at the price point the consumer wants,” he adds.

Lujan says the U.S. berry industry has partnered with the rest of the world to ensure fresh product is available continuously and at an affordable price, and tariffs would upset this well-balanced supply chain.

Aneberries President Miguel Curiel says, ultimately, consumers will pay the price of tariffs.

(Photo: Jennifer Strailey)

Miguel Curiel, president of Aneberries (Mexico’s National Association of Berry Exporters) and vice president and general manager at Driscoll’s Mexico, agrees.

“If we continue to have a free trade without import tariffs, I can see the industry growing, because the consumer will continue demand at similar prices,” he says. “Now if there’s a tariff, clearly, in the short term the growers and the supply side takes the bigger hit of that tariff. But in the mid-to-long-term, it is the consumer who takes the hit. There’s no doubt about that. Yes, [tariffs] concern everybody, but the concern is more about uncertainty as to what rate will be applied.”

South American Season

“We’re getting into the season in Peru, where the first tariffs might hit at 10% and then Chile, and that’s a concern, because we’re going to ship blueberries in September, October, November and December, when there’s almost no blueberry production in the United States,” says Lujan.

He sees having the continuity and consistency of imported berry supplies that fill the gaps when the U.S. is not in production, as benefiting the entire fresh berry supply chain down to the consumer.

“Imports drive demand for domestic consumption as well, because you don’t disengage from the consumer,” he says. “It’s about driving that per capita consumption year-round.”

Curiel says Aneberries is committed to providing the North American market with the very best strawberries, raspberries and blackberries, and because of the perishability of those crops, the vast majority of them are sold within North America.

“The value that we deliver to consumers is freshness, as we’re able to deliver those three products to the shelf within three days,” he says. “By day number four or five, the consumer has the product in their home, so that limits the regions that compete.”

Canada, the U.S. and Mexico’s growing seasons for those berries also complement each other, he says.

“Blueberries are a different animal,” Curiel says. “They really compete on a world market. We’re mainly in the U.S. market, but we’re competing with fruit from Peru, Chile, Argentina, Morocco and even fruit from the United States and Canada almost at the same time. So, blueberries are very competitive and more of a world arena.”

Of tariffs, Curiel says the North American berry industry needs collaboration.

“I think we need to respect what each government is doing. The U.S. government is taking some actions, the Mexican government as well, and also Canada. It’s a matter of what the rules of the game will be. Once that’s settled, the industry will adapt,” he says.

The need for North American berry industry collaboration took center stage at Aneberries, July 24, during a session titled: “Berries Without Borders — A Global and Comprehensive Approach From International Organizations.”

(Photo: Jennifer Strailey)

USMCA: Renegotiation or Renewal?

The need for North American berry industry collaboration also took center stage at Aneberries, July 24, during a session titled: “Berries Without Borders — A Global and Comprehensive Approach From International Organizations.”

During the session, Kasey Cronquist, president of U.S. Highbush Blueberry Council (USHBC), spoke to the U.S.-Mexico-Canada Agreement, which is up for its six-year review in July 2026, offering the three parties the opportunity to notify each other of their approval or opposition to renew the agreement in 2036.

“Come July of next year we will be paying attention to all the tea leaves — what’s going to happen and what these three countries decide — whether or not it’s going to be a full renegotiation of the agreement or a renewal of USMCA,” Cronquist said. “I think that’s the stage that’s been set.

“I think we’re in good shape with what has been said by this administration and with our trading partners, as long as we remain in compliance as a category and as an industry, we should be able to maintain free access,” he continued. “But I also think this administration has been clear that they like to negotiate deals. Far be it for me to suggest what those deals would be and for what purposes, but I think it’s really important that we’re all working together to show the value that this part of our industry brings to the U.S. economy.”

Seeking to showcase the value of the blueberry industry, the USHBC recently published an economic impact report that highlights the imported value of blueberries to the U.S.

USHBC says the findings of the study show that blueberry growers and importers have a significant impact on the U.S. economy. Overall, says USHBC, the growers and importers of blueberries from Canada, Chile, Mexico, and Peru contribute nearly $9.1 billion in annual economic impact to the U.S. economy. Supported by both domestic growers and international import partners, the industry also creates and sustains 61,676 full-time equivalent jobs each year and generates $3.3 billion in labor income.

“Being able to tell that story and being able to explain to this administration what it is that this industry brings to the national economy, even if it’s imported, is a really important page for us all to be on,” said Cronquist.

Cronquist said the U.S., Mexico, Canada, Chile and Peru need to find a way to all work together and find commonalities, so “there’s no winners and no losers.”

“We know blueberries, which is true for all berries, is not an annual crop that’s available year-round in the U.S., so we are dependent on imported product,” he said. “We can’t provide all the berries the U.S. needs, and the U.S. consumer wants berries 365 days a year.”

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California Giant Berry Farms Highlights How Berries Are Always on the Menu

Mon, 28 Jul 2025 19:07:09 GMT

Watsonville, Calif.-based California Giant Berry Farms says the grower, shipper and wholesaler will showcase its offerings of premium strawberries, blueberries, raspberries and blackberries during the International Fresh Produce Association’s Foodservice Conference.

The company says it will tout its reliable year-round supply of fresh berries, noting berries are always on the menu with California Giant Berry Farms. The company will showcase its full line of fresh berries, conventional and organic at booth No. 102.

California Giant says research consistently shows consumers associate berries with freshness, naturalness and health benefits, making them highly appealing for menu innovation in the restaurant industry.

Berries continue to be a consumer favorite in the produce aisle, with a high percentage of households reporting purchases, citing data from The Packer’s Fresh Trends 2025 survey .

California Giant says this widespread consumer familiarity and preference for berries at retail translates directly into a strong demand for them on foodservice menus, offering operators a clear path to satisfy customer expectations and enhance menu appeal.

The company says its Giant Blueberries, with impressive size and flavor, are available in good volume through August.

“Berries are a true powerhouse for any foodservice operation,” says Tim Youmans, vice president of sales for California Giant Berry Farms. “Beyond their vibrant color and incredible flavor, they offer versatility: from breakfast and desserts to savory applications and refreshing beverages. Incorporating fresh berries allows chefs to effortlessly elevate dishes, meet consumer demand for healthy and appealing options, and ultimately, drive customer satisfaction and repeat business.”

Aneberries International Trade Fair Brings Global Berry Industry to Mexico

Fri, 25 Jul 2025 17:59:57 GMT

GUADALAJARA, Mexico — Mexico’s National Association of Berry Exporters, or Aneberries, began as an initiative to represent the country’s entire berry supply, to provide technical training to smaller growers and to secure Mexico’s place in the global berry export value chain.

Today, the trade fair and conference has grown to become much more, says Aneberries President Miguel Ángel Curiel, who is also vice president and general manager at Driscoll’s México.

Held July 23-24, this week marks the 15^th anniversary of the Aneberries trade fair, an event that drew a record 3,000 attendees and exhibitors to Mexico’s Expo Guadalajara.

“The congress we have today has evolved as an area where, if you want to know the current state of the Mexican berry industry, you come to this show, because that’s what you’re going to hear — what is happening,” Curiel told The Packer. “And as people come out of this event [they’re] able to answer the questions they had about the business, they know where the industry is trending, they know what is hurting one of the each crops that we have here in Mexico — each of the four berries — and what are the opportunities and within that be able to connect with many players that are in the show today.”

Curiel says the Mexican berry industry has grown significantly in the last 30 years and now produces about 500 million kilos of blueberries, strawberries, blackberries and raspberries a year. And with this growth, the Aneberries event has attracted an increasingly international audience of importers and exporters.

“We’re here for several reasons, not the least of which is our general interest in building the Mexico domestic market,” said Kevin Hamilton, vice president of global marketing communications for the U.S. Highbush Blueberry Council (USHBC). “USHBC operates in 10 different countries related to trying to grow demand and find a destination home for all of this increased production that’s coming.

“Certainly Mexico, with the market that’s here — it’s a growing middle-class market,” Hamilton continued. “It’s a growing economy, growing general household wealth. We have a high interest in growing this market for not only the domestic producers, but also for U.S. exporters as well.”

Hamilton says that given the growth in an increasingly global berry supply, the need to drive demand in new markets is key.

“Production is growing — not only in the U.S., not only in Mexico, but certainly Peru and many other destinations as well. We can expect that volume is going to continue to increase on the supply side,” he said. “So, what we need to do is shift the demand curve and find homes in terms of demand for this product, so that profitability can be maintained across the board, especially for our U.S. growers that live in a regime in which our costs are just generally higher.

“As a result, we need to do everything we can from a marketing perspective and as an industry to grow demand, not only in the U.S., but in other large markets like Mexico, and do it in a way that’s profitable for the industry to maintain long-term viability,” he added.

California strawberry producers also see opportunities for growth with Mexico.

“Aneberries is the most important berry conference in Mexico, and it was our great honor as a strawberry commission to be invited for the first time this year to participate in the conference,” says Chris Christian, vice president market insights with the California Strawberry Commission. “It is important because our industries are very much interconnected for strawberries, between California and Mexico.”

California strawberry exports to Mexico have experienced accelerated growth in recent years.

“We’ve seen significant increase in our exports from California to Mexico,” Christian says. “Since 2022 the market size has nearly doubled, meaning the amount of our exports have nearly doubled over that time period and are over $100 million in value today. And so, Mexico is an important market for us. It is our second-largest export market behind Canada.”

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