California Organic Strawberries: Still Going Strong

Berries are the top organic item in produce.

Berries surpassed packaged salad mixes as the most important organic item in produce departments two years ago and show no signs of looking back.

Supermarket consumers purchased $473 million of organic berries in the third quarter of 2024, according to analysis by Category Partners. Third quarter data showed organic berries were up 2.7% over a year ago and widened their lead over salad mixes, which were down 5.2%. Category Partners uses Nielsen data to do statistical analysis for the Organic Produce Network.

Although the organic berries category includes blackberries and raspberries, most of the volume is strawberries.

Most organic strawberries come from California, which produces a large majority of all the strawberries grown in the country.

More organic strawberries are grown in California than anywhere else in the world.
Chris Christian, California Strawberry Commission, Watsonville, CA

“More organic strawberries are grown in California than anywhere else in the world, and 90% of U.S. grown strawberries are from California,” says Chris Christian, vice president for market insights at the California Strawberry Commission, Watsonville, CA. “They are shipped throughout North America and exported to more than 30 countries. Organic production is about 13% of the acreage and 10% of production volume.”

PEAK SEASON

Although organic strawberries are grown and shipped out of California year-round, the peak season is from March to early July, when production reaches the coastal zone 100 miles south of San Francisco.

During this long season, a few holidays stand out as excellent opportunities to promote California organic strawberries. “Demand is extremely high in holiday seasons: Valentine’s Day, Easter, Passover, Mother’s Day, Memorial Day, Independence Day, Labor Day,” says Robert Schueller, director of public relations at Melissa’s World Produce, Vernon, CA.

Although the company sources produce globally, Melissa’s has had success with a premium line of berries from California. “We currently get organic Harry’s Berries from Ventura, CA, as the organic season started much earlier than usual,” says Schueller.

He says price is stable due to demand and consistent weather that is ideal for strawberries. “In 2024 compared to 2023, we saw an increase of 12% in organic strawberries. In 2024 compared to 2023, we saw an increase of 19% in organic Harry’s Berries.”

Some retailers report increased consumer interest when California organic berries replace the winter product from Mexico and Florida. “There is definitely interest in the California strawberries, especially the organic ones,” says Karim Wahhab, produce director at Draeger’s Market, Los Altos, CA, operating four markets in Los Altos, San Mateo, Menlo Park, and Danville, all affluent neighborhoods in the Bay Area.

Naturipe Berry Growers, Watsonville, CA, grows conventional and organic strawberries 12 months a year in California. “This year-round growth and availability mean that shoppers can purchase all year,” says Jerry Moran, vice president of sales. “Naturipe strawberries are available all year long, with the seasonal peaks in the spring and summer.”

Naturipe ships strawberries for more than 150 growers from throughout California’s coastal region.

Organic strawberries are available year-round in California, but the volume reaches its peak when the harvest hits Monterey and Santa Cruz counties, which combine for more than 40% of the state’s harvest.

“California produces strawberries on a year-round basis in the Oxnard and Santa Maria growing areas,” says Kelley Sablan, communications manager for California Giant Berry Farms, Watsonville, CA. “The Watsonville/Salinas region spans from March to November, typically, barring any major weather events. Organic strawberries are available from California Giant from a variety of regions, including Santa Maria, Mexico and Watsonville/Salinas. The Santa Maria region produces organic fruit year-round.”

California Giant ships more than 40 million trays of berries every year.

Volume and opportunities for promotion are greatest from March until late summer. Early indications are that the 2025 crop of organic California strawberries will be robust.

“So far, this year’s crop is looking excellent,” says Moran. “We’ve bounced back exceptionally well from the rain and flooding that much of California experienced a few seasons ago, and the result is healthy plants and bountiful volumes. Between our fields in California and supplemental volumes coming from Florida and Mexico, it’s shaping up to be a great year for strawberries.”

PREMIUM VARIETIES

While most strawberries are not labeled by variety in the store, two major shippers are enjoying success with premium varieties.

Melissa’s features premium strawberries from Harry’s Berries, grown organically on the coast north of Los Angeles. Harry’s Berries, grown using University of California varieties Gaviota and Seascape, enjoyed nearly 20% growth last year.

Naturipe has invested in the development of its own proprietary premium strawberry variety.

“Mighty Reds, Naturipe’s biggest, sweetest, juiciest strawberries, are coming from California and will be available, for a limited time only, from March through May,” says Brian Vertrees, director of business development at Naturipe. “Jaw-droppingly huge, Mighty Reds are a must try for strawberry lovers.”

Some shippers provide packaging that helps build an eye-catching display. “Our organic clamshells are labeled with a bright green logo — they market themselves,” says Vertrees.

SHOWCASE THE BERRIES

A colorful refrigerated combination of strawberries with other berries can create an optimal display.

“Now’s the perfect time to create an inviting berry display that brings a little springtime energy into the store,” says Vertrees. “Shoppers love seeing fresh, colorful berries front and center — it lifts moods and gets people thinking about warmer days.”

Spring is the time for a berry party in the produce department refrigerators. “In the retail environment, effective merchandising starts with a prime location in the produce section, eye-catching displays, and consistently full stock,” says Sablan. “Clear signage highlighting berries and any promotions can entice customers. Cross-merchandising with complementary items, like yogurt or baking ingredients, boosts impulse buys. Where appropriate, showcase health benefits of berries as part of a well-balanced diet.”

Strawberries announce that spring has come, and warmer days are ahead.

“Expanded refrigerated displays as we come into the spring months will drive strong incremental sales lifts and encourage consumers to buy multiples and mix and match offers will get more berries in the basket,” agrees Vorhees. “In May (National Strawberry Month), consumers should enjoy strawberries in every form — and that includes organics. We encourage retailers to market conventional and organic strawberries all month, offering new ways to use strawberries and sharing information about their unique health benefits. It’s a great time for shoppers who usually buy conventional to give organic a try.”

Most important to remember in merchandising is to maintain the cold chain from the field to the produce department shelf.

“No matter what aspect of the distribution chain your business is in — foodservice, retail, or wholesale — operating with fast cycle times and maintaining cold chain integrity is crucial for optimal berry quality and shelf life,” advises Schueller. “Training produce team staff on proper handling and regular quality checks, including stock rotation, ensures customers receive the best quality berries possible.”

The quality of berries on display should be monitored regularly. “Maintaining the cold chain all the way to the shelf, monitoring displays for quality and freshness are critical,” advises Christian.

Vertrees says demand for California organic strawberries is consistent. “Consumers choose organic for a number of reasons, including preference for increased sustainability in the growing process or a focus on more natural fertilization techniques. Recently, we’ve also seen a trend toward eating well and having an understanding of what you’re consuming.”

PRODUCTION COSTS RISING

Christian says California farmers are facing increasing costs to produce organic strawberries. “Production costs are rising for California strawberry farmers much faster than inflation or returns from the marketplace. Strawberries are a top revenue category in supermarkets, and it is important that higher prices paid by consumers also improve farm revenue.”

Buoyed by recent strength in the market for California organic strawberries, major shippers believe demand will be strong enough to absorb rising costs.

“Even when berries slightly rise in price, shoppers know that the Naturipe name means they’ll be getting fresh, top-of-the-line product every time — and they’re willing to pay for it,” says Naturipe’s Moran.