WATSONVILLE, Calif. – While the world faces a wave of uncertainties, one thing is certain at California Giant Berry Farms – their local strawberry season is here, and volumes are going to be plentiful.
Fields in Watsonville and Salinas are bustling with shiny, red strawberries as the local season kicks off today just in time for the Easter holiday in a few weeks. Not only that, now more than ever, shoppers are focused on health, wellness, and cooking in – and while realities for most American’s look different these days, their interest in snacking nutritiously and opting for fresh, whole berries through the spring and summer seasons is encouraging, and the berry company is ready for consumer demand.
“Not only are our Watsonville and Salinas seasons kicking off this week, but our Santa Maria and Oxnard regions are currently loaded with fresh strawberries – with Oxnard to peak over the next two weeks, and Santa Maria continuing to increase with volumes unlike we have seen in years,” says California Giant Berry Farms, Director of Retail Sales, Nick Chappell. “Not only are we about to have momentous supply for our partners during a time of increased retail demand, but all regions are producing exceptional quality to kick-start the spring season.”
The berry company launched an email-marketing campaign over the weekend that targeted their most engaged shoppers in their database that they proudly proclaim as their ‘Berry Squad’.
“With the uncertainties and difficulties families are currently facing, we wanted to offer an incentive and support to shoppers that are looking to stock up on fresh, nutritious berries on their grocery runs,” says Chappell.
The onset of fresh berry supply could not have come at a better time as the company grasps an opportunity to connect with shoppers in a time where digital connectivity and community are more prevalent than ever amidst otherwise isolating times.
“We’re seeing our database of loyal consumers more plugged-in and connected than ever before,” says California Giant Berry Farms Marketing Manager, Morgan Maitoza. Noting that their recent customer response statement to both consumers and trade customers received an outstanding 43% open rate – a nod to their loyal readership and strengthened partnerships.
“While routines and realities look very different for families across the nation at this time, our goal is to continue to connect with our shoppers, provide helpful, relatable and comforting content and attainable recipes with ingredients and pantry staples shoppers may already have in their own homes, while adding in the sweetness, diversity and nutritional benefits of berries,” explains Maitoza.
The berry company is gearing up for a new, springtime promotion in April that is unique to all previous spring promotions they have done in the past. The promotion will focus on continuing to move berry supply during their heavy volume periods. This will provide families with recipe and content inspiration for heading ‘Back to the Basics’ as consumers are continuing to spend more time at home with their loved ones, finding comfort in food, and experiencing a new virtual ‘togetherness’ unlike we’ve seen before.
To follow along California Giant Berry Farm’s berry season ahead – request to receive crop, news and promotional updates through their weekly Trade Buzz Newsletter.