Naturipe Kicks Off California Organic Strawberry Season

Naturipe, a farmer-owned producer and marketer of berries and avocados, has begun its California organic strawberry season, with promotable volumes expected in May.

“Our Santa Maria and Salinas/Watsonville districts are off to a slower start due to the cooler weather, but we are optimistic about the upcoming organic strawberry season,” said Brian Vertrees, Naturipe’s director of business development. “The significant rainfall this winter has been beneficial, refreshing the soils and energizing the plants. With favorable weather conditions this spring and summer, we anticipate excellent size and flavor from Santa Maria and Salinas/Watsonville.”

Brian Vertrees, Director of Business Development, Naturipe

Naturipe has just started harvesting its California organic strawberries in Watsonville and Santa Maria, which will have production through October and December, respectively. In mid-April, the company’s Salinas-grown organic strawberries will become available, with a season that extends through November.

In terms of notable volumes, Vertrees said, “Naturipe's first organic peak from Santa Maria typically begins in late April and extends through the first three weeks of May. Concurrently, production in Salinas/Watsonville will also increase during this period. Although it won't reach peak volumes yet, it will start off strong. Our peak in the northern regions is expected to occur from late May through the first week of July.”

“Small promotions should kick off in early May, followed by a robust push throughout June to optimize crop timing,” Vertrees said. “While volumes are expected to gradually decline through July and August, there will still be ample opportunities for ad hoc promotions of organic strawberries. In September, our fall Santa Maria crop ramps up again, reaching peak volumes. This presents another opportunity to promote Naturipe organic strawberries.”

Vertrees said that “Monterey” is Naturipe’s main organic strawberry variety, noting that it’s “prized for its exceptional quality, flavor, and firmness—characteristics that resonate with consumers' preferences.” He also shared that Naturipe grows its California organic strawberries in multiple locations within each of its three regions, taking advantage of “distinct microclimates that enhance the flavor and overall eating experience.”

Vertrees noted that demand for organic strawberries as well as other organic berry varieties has increased steadily over the past several years. 

“Millennials and younger consumers are an essential demographic for organic strawberries, driving market growth,” Vertrees said. “These shoppers prioritize not only the ingredients in their food but also its environmental impact. Organic farming aligns with many of the criteria that guide consumers' decision-making processes, making it an appealing choice for this group.”

“Small promotions should kick off in early May, followed by a robust push throughout June to optimize crop timing.” - Brian Vertrees

In terms of merchandising recommendations, Vertrees said he encourages retailers to offer multiple pack sizes to suit a variety of customer preferences. He also suggests cross-merchandising strawberries and blueberries to increase incremental sales. 

“Additionally, leveraging berry-specific holidays, such as National Strawberry Day and California Strawberry Day as well as traditional celebrations like Easter and Mother’s Day, into promotions can further boost spending on organic strawberries by inspiring shoppers with ideas for incorporating fruit into their holiday festivities,” he said. 

Vertrees noted that strawberries have many health benefits. They’re rich in vitamins and minerals and boast more vitamin C per serving than an orange. Packed with fiber and potassium, they also can help promote healthy blood pressure and reduce the risk of stroke. “Recent research indicates that incorporating strawberries into your daily diet may lower the risk of late-life dementia,” he added.

When asked about the top challenges facing Naturipe’s organic strawberry growers, Vertrees cited higher costs and the weather. 

“Our growers are dealing with significantly increasing costs to plant, harvest, and produce a crop, which puts substantial pressure on farms’ profitability,” he said. “Additionally, in recent years, weather challenges have affected growers of all types of produce in California. Heavy rains during late winter and early spring have postponed the start of the California organic strawberry season. However, the surplus rain has proven advantageous for our crops, resulting in larger berries and an extended season, which is great for consumers who love California strawberries.”

“Millennials and younger consumers are an essential demographic for organic strawberries, driving market growth." - Brian Vertrees

Vertrees shared that Naturipe is one of the largest organic berry producers in the industry, with plans for further expansion in the category. “Naturipe is a pioneer in organic berry growing and continues to increase our organic acreage to meet consumer demand,” he said. “Our proprietary breeding program enables us to bring to market distinctive berry varieties that offer an exceptional eating experience. Our legacy of quality and service is one that we’ve upheld with utmost tenacity and pride since 1917.”