California Giant Berry Farms Announces Promotable Strawberry Volumes Available; Andy Rice and Kyla Oberman Detail
From
| 2 May 2023
Overview of strawberries from California in the U.S. market, complemented by charts from Agronometrics. Original published on April 27, 2023.
WATSONVILLE, CA – Mother’s Day is right around the corner, complemented by National Strawberry Month which lasts all May. This means retailers should be prepping the berry batch for a boost, and California Giant Berry Farms is on track to deliver peak promotable volumes of California strawberries out of its Oxnard, Santa Maria, Watsonville, and Salinas growing regions.
“Our season hasn’t been without challenges,” said Andy Rice, Vice President of Field Operations and Product Supply. “Unseasonably cold weather, rain, and flooding impacted our California growing regions early on. But despite this, the plants are healthy and are ready for a strong season—which translates into the high-quality, sizable, and flavorful fruit California Giant is known for.”
According to a press release, California Giant is reporting sizable, high-quality fruit out of its Oxnard, California, region. The region is in its peak volume window, which is forecasted to last through mid-May. In addition, the supplier’s Santa Maria region is reporting bountiful harvests, estimating week-over-week increases of promotable volumes now through mid-June.
Source: USDA Market News via Agronometrics.
(Agronometrics users can view this chart with live updates here)
The company also noted that its Watsonville and Salinas growing areas are seeing exponential growth despite initial weather challenges, with estimates projecting substantial increases in harvested volumes in the next five weeks. The late start in the region has caused production curves to shift, with the grower forecasting fruit available late into summer.
With this influx of strawberries channeling increased opportunities at retail, California Giant is employing Instacart advertising and Ibotta consumer promotions to drive purchase intent for fresh berries. The brand will also be launching a consumer engagement sweepstakes to further amplify brand awareness and demand.
“Instacart helps us in our mission to provide fresh, nutritious strawberries to families everywhere. By leveraging Instacart’s advertising solutions, we’re able to amplify our berries at the top of the digital shelf, giving us the unique opportunity to connect and reach new consumers shopping online nationwide, while supporting our trade partners to successfully deliver our products through to the last mile,” shared Kyla Oberman, Director of Marketing.
The News in Charts is a collection of stories from the industry complemented by charts from Agronometrics to help better tell their story.
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