Grower-shippers and marketers look forward to continuing big volumes to meet surging demand for strawberries, blueberries and other berry crops.

And innovative marketing and promotional efforts are keeping apace. 

In August, Bobalu Berries transitioned from its spring California strawberry crop, particularly in the Santa Maria growing region, said Cindy Jewell, the company’s vice president of marketing.

“We look forward to the fall program each year as we see new plants, new large and flavorful fruit become available for another new season.”

Despite record volumes in late spring, demand has been very strong for strawberries, Jewell said. Challenging growing weather in the Eastern US helped spur the demand for California product.

“We’re grateful for the key retail partnerships we have and the programs we already had in place to move fruit before the peak numbers hit,” Jewell said.

Bobalu works hard to put together programs with its retail partners before the season hits with volume commitments that help to ensure a smoother season knowing there are always volume fluctuations, she added.

Communication is key in all promotions and marketing and merchandising programs.

“We work with our partners to make sure they’re ready at store level with display positioning and retail pricing to move peak volume when it hits,” Jewell said. “When we miss that mark as an industry, we all play catch-up and miss opportunities for the best shopping experience for our consumer.”

Keeping berries front and center and refrigerated is the key to getting berries in consumers’ carts and basket, she added.

The fruit needs to look and smell fresh at all times, which requires proper rotation at each store.

Another plus, if possible: marketing strawberries with complementary products.

Bobalu Berry recently revamped its packaging program to ensure that 100% of the clamshell in which its strawberries are packed is recyclable, said Cindy Jewell, the company’s vice president of marketing. Switching to a different label was the key.

“Now our label is fully recyclable along with the plastic container,” Jewell said. “We also have a QR code on the label to help consumers go directly to our recipe pages on the website.”

It’s one more way, she added, that Bobalu assists consumers with ideas on how to prepare easy and delicious recipes.

The company also has teamed up with an influencer who is constantly developing recipes she uses in her own home with her busy family, Jewell said.

This article is an excerpt from the August 2024 issue of Supermarket Perimeter. You can read the entire Berries feature and more in the digital edition here.