Growers in the Southeast play an important role in keeping the produce aisle stocked with fresh berries.
Florida is the first state to harvest domestic blueberries each year, giving it a competitive advantage in the U.S. market by meeting consumer demand for fresh blueberries during a key sales window, according to International Blueberry Organization.
In 2023, Florida ranked second in value of production for bell peppers, all oranges, strawberries, tomatoes grown in the open, and non-valencia oranges, according to the Florida Department of Agriculture and Consumer Services, with its strawberries at 13% of U.S. value at $434 million.
As consumer demand for berries grows, Southeast growers are turning to technology to enhance efficiency, boost yields and maintain fruit quality.
Susie McKinley, director for the division of marketing and development for the Tallahassee-based Florida Department of Agriculture and Consumer Services, said the organization has seen a shift in the use of technology to include:
- Agricultural robotics.
- Remote monitoring and automation.
- Digital twins and generative artificial intelligence.
- Advanced analytics.
“Last year, we put in a 20-acre trial plot in partnership with the University of Florida to test proprietary blueberry varieties," he said. "This plot enables us to assess how these varieties grow in real-world conditions, helping us fine-tune genetics for flavor, texture, disease resistance and adaptability to specific climates."
Berry breeding is at the core of Naturipe's innovation strategy, Bocock said.
“It's not just traditional farming; it's advanced science and technology," he said. "Through decades of research and genetic refinement, Naturipe's breeding program focuses on developing varieties that improve yields, reduce waste and deliver berries with exceptional taste and shelf life. Our proprietary varieties are specially bred to meet the needs of growers, retailers and consumers alike.”
Bocock said that as the area is still assessing the impact of back-to-back hurricanes in 2024, growers are hopeful the plants have had enough time to recover.
“Many growers quickly replanted after the storms, and we're hopeful that will minimize any potential disruption," he said.
Another notable shift is that Naturipe growers have been swapping older varieties for new ones with improved genetics, Bocock said.
“This is an exciting development as these new varieties are designed for better yields, disease resistance and exceptional flavor," he said. "Although it required a significant investment, these plants will produce consistently year after year, and we're confident it will pay off in the long run.”
Emerging trends
“Naturipe is excited about many new blueberry varieties thriving in the Southeast,” Bocock said. “The Patrecia and Colossus varieties require fewer chill hours and grow well in warmer climates, making them ideal for the region. Our Mighty Blues, jumbo blueberries, are a consumer favorite."On the organic front, Bocock said the company continues to expand its offerings in the Southeast, focusing on sustainable growth while staying committed to social responsibility.
John Johnston, director of premium products, also highlighted Naturipe Farms' Sweet Selections blueberries.
"These blueberries offer the perfect combination of sweetness and texture, with harvests running from late April through May in the Southeast," Johnston said.
Marketing to consumers
McKinley said the Florida Department of Agriculture and Consumer Services promotes berries to consumers through an annual advertising campaign and retail initiatives.“The advertising campaign consists of TV, radio, print ads, digital, social, grocery cart ads, produce department floor clings, coupon apps and more," she said. "The messaging focuses on seasonality, so consumers know when to buy Florida berries. Florida strawberries are first in season in the U.S. from December through April, and Florida blueberries are also first in season in the U.S. from March to April."
To boost sales, McKinley said retailers can feature the Fresh From Florida logo alongside Florida-grown berries in weekly circulars, in-store displays and merchandising. Additionally, shoppers will find Fresh From Florida on many clamshells of Florida berries, as growers benefit from the brand's recognition by including the logo on packaging through the department's logo incentive program.
Naturipe's one key strategy is meeting the growing demand for unique, premium products, Johnston said.
“For example, our Mighty Blues blueberries are popular with consumers seeking berries with big size and big flavor," he said. "Sweet Selections blackberries are also designed to meet the rising consumer demand for high-quality, sweet blackberries. This season, we're offering them in three convenient pack sizes: a newly introduced 6-ounce option, a 10-ounce standard size and a 12-ounce club pack. This expanded packaging strategy gives retailers the flexibility to cater to a broader customer base while increasing consumer interest and driving sales.”
Bocock adds that another successful approach is offering larger pack sizes.
“Consumers are increasingly recognizing the value in 18-ounce, 24-ounce and even 2-pound packs of blueberries," he said. "Retailers who carry a range of sizes can better meet customer preferences, and Naturipe's growers are well equipped to meet any production demands. Providing multiple options gives customers more choices and ultimately boosts sales.”