Market Minute: California strawberries a prime opportunity for promotion

Berry category sales rose 6.6 percent from last year, with strawberries accounting for a 5.6 percent increase and making up 42 percent of all berry sales. This demonstrates that strawberries remain a top choice for shoppers looking for fresh fruit.

California strawberries are currently being shipped from Santa Maria, Oxnard, Watsonville and Salinas. Demand is moderate and the market is stable, with production volumes ramping up as is typical for this time of year. The plants are producing high-quality fruit, and consistent market conditions depend on spring weather and warm temperatures. Provided there are no unexpected storms, strawberry supplies should continue to grow as the peak season approaches.

Take advantage of this momentum to boost your berry sales with increased volume. This is an excellent time to enhance your merchandising displays, especially near the entrance of the produce department. California strawberries are an attractive feature for front-page ads, drawing shoppers into stores and driving high-volume sales and profit.

Even during weeks without advertising, these displays can help maintain strong in-store sales.

Stay in touch with your strawberry suppliers for the latest market updates, supply information, and other details. Plan ongoing spring and summer advertising schedules to move significant quantities and maximize your results.

This article originally ran on The Produce News.