Market Update For Berries

Overall fresh strawberry production has picked up in all growing regions, especially in Florida. Coming out of a cold stretch, Florida growers are looking to get back to more normal levels over the next two weeks so pricing should follow suit. Mexico is crossing steady volumes but have sent some fruit to the freezers to stabilize pricing. Santa Maria and Oxnard numbers have also increased over the last 10 days, so look for spot pricing to stay at current levels. Florida FOBs will range from $14.00 to $16.00, with promotions locked in at lower prices. Mexico will open at $16.00 this week and some marketers will test pushing the spot up to $18.00 FOB. Look for California marketers to open the week trading between $14.00 and $16.00. Retailers have set their sights on major Valentine’s Day ads, but it’s still unknown if all three growing regions will have the volumes to support very aggressive promotions.