California Giant Berry Farms sees strong volumes

Retailers can expect ample volumes of fresh strawberries just in time for Valentine's Day, California Giant Berry Farms said in a crop update.

The Watsonville, Calif.-based grower's latest forecast shows strong volumes of organic and conventionally grown strawberries in the next few weeks. The company said this includes volumes from its Fresh From Florida-labeled product.

California Giant said its Florida-based growers will deliver peak volumes from mid-February to mid-March. This is the second year featuring its Fresh From Florida label — an addition to the classic California Giant insignia that promotes Florida agricultural products through consumer marketing campaigns, partnerships with domestic and international retailers and an established presence at prominent industry trade shows, the company said.

“Florida growers have demonstrated remarkable resilience, overcoming significant setbacks caused by Hurricane Milton, which delayed the start of the season,” Tim Youmans, vice president of sales at California Giant Berry Farms, said in the update. “Their unwavering commitment to delivering fruit is truly inspiring and speaks to the collective strength of the strawberry industry.”

The grower said it expects its Santa Maria, Calif.-based conventional and organic crop to increase week over week, barring any major weather events. California Giant said Mexican strawberries are in peak production and will span the month of February into March. Combined, the Florida, California and Mexican production is set to provide ample volume for Valentine’s Day, according to the udpate.

California Giant said Valentine’s Day is an opportunity for retailers to promote fresh strawberries using eye-catching displays and complimentary items associated with the holiday including champagne, chocolate dipping kits and cheese.