Watsonville, CA – Spring conditions have finally arrived in California to help bring on the new strawberry crop for California Giant. Unfortunately, the company missed the chance to take advantage of the early Easter holiday which provides opportunity to build demand and lay the groundwork for a strong spring season. However, conditions have changed significantly and now California Giant is now looking ahead to the next chance with Mother’s Day.
What initially looked like an early season for the company’s California strawberry crop, didn’t quite happen as growers thought it would. First the company dealt with the freeze in February that affected plants all the way to bloom. Then, the rain and cold temperatures settled in during March and wouldn’t let up which resulted in no real volume for Easter. Additionally, the company had weather issues in their two other regions, Mexico and Florida, which typically helps fill the early season gaps.
“Today our field team and sales team all sat down together to assess what is on the horizon for berries the next four weeks and there were many smiles around the table as they all talked about healthy plants, beautiful fruit coming on, and a mild spring forecast ahead” said Cindy Jewell VP of Marketing. For today, it appears there is only good news at California Giant with berries in three districts throughout the state increasing in volume each week for the next several weeks.
“The plants all look great and it looks like the fields have worked through the effects from the freeze and the rain with really nice fruit coming on now. In Watsonville and Salinas we expect big beautiful fruit next week bypassing the typical mud crop” says JT Tipton, District Manager for Salinas and Watsonville. Barring any unexpected return of winter conditions, the sales team is looking forward to Mother’s Day ahead and promotable volume to support their key customers.
Source: California Giant Berry Farms
