As of late April, overall strawberry movement in the U.S. was up this year compared to 2024, with volume increases reported from Florida and Mexico. Volume was down about 6 million trays in California, primarily because of cool weather, according to the Watsonville-based California Strawberry Commission.
However, California shipments were already headed upward by late April.
“We should be back at weekly levels similar to last year within a couple of weeks,” said Chris Christian, the commission's vice president of market insights, on April 25.
Strawberry shipments from all major growing areas had reached about 148 million 9-pound trays by April 24 compared to 143 million trays a year earlier.
Watsonville-based California Giant Berry Farms was “gearing up for a remarkable peak of season spanning from May through June, promising an abundant supply of promotable fruit,” said Tim Youmans, vice president of sales.
“The Santa Maria region has had a strong early season production of conventional and organic strawberries exhibiting ideal size, quality and flavor,” Youmans said.
Peak volumes in Santa Maria were anticipated for early May. The Watsonville/Salinas growing region also was ramping up production, with peak harvest volumes expected throughout June.
“Ranches in the region are reporting excellent fruit quality, flavor and impressive size,” Youmans said.
North Bay Produce, Traverse City, Mich., also expected good quality strawberries out of California this season.
“California is looking to have an excellent crop this summer in both the southern and northern regions,” said Aaron Hunter, sales representative.
The company sources from Oxnard, Santa Maria and Salinas/Watsonville in California from March to October.
North Bay Produce offers organic strawberries year round from Mexico and California, Hunter said, adding that “quality and supply are excellent.”
“California strawberries are going to be flying off the shelves this spring and summer,” said Jerry Moran, vice president of sales for Salinas, Calif.-based Naturipe Farms LLC.
The cooler weather should mean bigger berries, exceptional flavor and outstanding volumes, he added. Naturipe's organic strawberries are also benefiting from good weather, said Brian Vertrees, Naturipe's director of business development.
Mother's Day and Independence Day are two big occasions that strawberry grower-shippers look forward to arriving. Cal Giant should have plenty of conventional, organic and stem pack strawberries available for Mother's Day, Youmans said.
“To support these volumes and maximize sales and consumer engagement around Mother's Day, retailers should create eye-catching displays that showcase the vibrant colors and freshness of the strawberries, offering a variety of pack sizes of both conventional and organic to cater to diverse customer needs,” he said.
And the Fourth of July is an ideal time for retailers to set up a large berry patch display, Youmans said.
“Consumers are looking to showcase a wide array of colors in their foods, and berries are the ideal component — not to mention the obvious red and blue attributes they bring,” he said.
North Bay Produce experiences a sales bump for Mother's Day as well as Independence Day, Hunter said.
“For the Fourth of July, we will have a lift on strawberries as well as melons, corn and locally grown produce,” he said.
Naturipe was gearing up for a big strawberry sales boost for Mother's Day as well, said John Johnston, director of premium products.
“It's the perfect time for all those sweet, berry-filled brunches, desserts and gifts for Mom,” he said. “And the best part: they're healthy.”
Independence Day also is a big Naturipe strawberry holiday.
“Our Mighty Reds are made for it,” Johnston said. “They're sweet and perfectly patriotic with their completely red coloring.”