California Giant has beefed up its autumn berry programme in reponse to strong consumer demand for year-round fresh strawberries. The Watsonville-based company is lining up a full range of promotional activities to support the growing volumes, including themed consumer promotions and contests to coincide with holidays such as Halloween, when demand peaks.
“Programmes on tap include back to school promotions, Halloween recipe ideas and a recipe promotion highlighting Breast Cancer Awareness month in October,” the company’s vice president of marketing Cindy Jewell said. “Food Blogger partners are also creating unique recipes, entertaining tips and Pinterest pages featuring California Giant fresh berries that extend the company’s reach during this time period with innovative ideas.”
The company said it expects production volumes to be strong from both Santa Maria and the Watsonville/Salinas district well into October and November provided the weather continues to be favourable. “However, this year that is a double-edged sword with California farmers hoping for a strong rainy season due to drought conditions,” the company said.
At the same time, the company is gearing up for the start of its South American blueberry season as the Pacific Northwest season winds down.It said it expects excellent quality and promotable volume of fresh blueberries beginning in October from regions in South America and extending well into the spring.
