California Giant Berry Farms expects to see a 20 per cent increase in its blueberry programmes in the 2013/14 season. The Watsonville, CA-based company said new acreage in South America, California and the northwestern US were behind the volume rise.
The marketer said it had been a challenging season so far, with imports from some regions of Chile having to undergo fumigation following the detection of European Grapevine Moth. The Chilean Blueberry Committee said shipments for the last week of 2013 reached 4,900 tonnes, compared to the 8,700 tonnes that had been predicted, as a result of the US import restrictions and the fact that Christmas was celebrated mid-week, meaning harvesting schedules were curtailed. Shipments through to week 52 totalled 28,100 tonnes, a fall of 15 per cent on the 32,900 tonnes that were exported during the same period last season and 11 per cent down on earlier estimates.
Meanwhile California Giant said harvesting of Mexican blackberries had got underway, with excellent size and quality reported across the region. “The weather of late has slowed volume, but normal conditions are expected to return and overall volume should be slightly higher due to increased acreage and demand,” said Cindy Jewell, the company’s director of marketing.
She said marketing efforts in 2014 would focus on consumer engagement through social media and partnerships with high profile bloggers and chef partners. The company also continues to expand its cause marketing campaigns and partnerships with other produce partners and major brands to continue to build consumer trust and loyalty.
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