Hyroponically-grown, sustainable strawberries are putting a focus on taste, Oppy says
Oppy has said that Happy Berry hydroponic strawberries, first launched in late 2021, are entering the spring season with a ”refreshed look that highlights their naturally sweet flavour and the sustainable way they are produced”.
Grown in high tunnel facilities in Santa Maria, California, Happy Berry strawberries receive precise nutrition while ”dramatically” reducing water usage, thanks to a trough system with optimised irrigation and water reclamation, the group outlined
The berries are cultivated on raised tables that make planting, tending and harvesting more ergonomic for farmworkers, while the fruit does not require intense fumigation between planting cycles like field-grown strawberries do.
The carefully controlled environment also leads to an ”exceptionally sweet eating experience”, Oppy said.
“Oppy is always looking for ways to improve and grow more sustainably,” said executive director of berries and Canadian category development Aaron Quon.
“From the beginning, Happy Berry has been a memorable and positive brand, well-suited to a hydroponically-grown item,” he explained.
”But we soon discovered that while consumers do care deeply about sustainability, hydroponics still aren’t very well known.
”Our research has shown that sweetness is the number one driver of their strawberry purchase decisions,” Quon commented.
Consequently, hydroponic growing naturally supports this by producing a ”significantly sweeter” berry which enabled Oppy to pivot its messaging – emphasising the ”exceptional flavour” of the fruit while still communicating the benefits of this method, he said.
The label now features simplified messaging that ”amplifies flavour” alongside key hydroponic attributes to educate consumers such as less water, less land, less sprays and less impact, making them ”more naturally delicious”.
“The crop is looking fantastic,” said category director of berries Dean Barbis.
”Heavy volumes are expected through April, May and June, providing ample supply for retailers and consumers, with promotions available for Easter and Mother’s Day.”
