Market Update For Berries

On again, off again supplies of California strawberries looks to be a thing of the past, as growers from both Watsonville and Santa Maria are ready to start picking peak production. The industry should consistently top 1 million daily flats this week and FOBs will be priced to move fruit. Although daily temperatures will only be in the mid to low 60s, there will be plenty of sunshine and fruit quality should be exceptional. Volumes and quality are coming just in time to support strong Mother’s Day promotions and then should carry right on through to Memorial Day. The spot market adjusted lower last week, and we should expect FOBs to open this week ranging from $12.00 to $14.00, with the mostly market at $12.00. There could be additional pressure if marketers can’t stay fresh and keep coolers clean.