FL Strawberries ‘Promote Themselves’

The sight, smell and taste of Florida strawberries keep them in shoppers’ carts.

Florida strawberries are a taste of summer in the fall and winter, offering produce departments additional sales through a sweet complement to autumnal fruits and vegetables.

Supermarket operators in Florida and nearby states are among the quickest to embrace the opportunities Sunshine State strawberries present.

“We know that perfect freshness starts close to home, and Southeastern Grocers takes great pride in supporting local growers across the Sunshine State,” says Brad Mullinax, vice president, fresh merchandising for Southeastern Grocers, Jacksonville, FL.

“We begin featuring these strawberries as soon as they are ready to ship to neighborhood stores, which is typically by late November,” Mullinax adds. “As the season gains momentum, we expand our offerings to provide customers with a variety of ways to enjoy their favorite local berries.”

Southeastern Grocers identifies and promotes Florida-grown strawberries, often showcasing the Fresh from Florida logo or clear Florida labeling “so customers know they are bringing home fruit grown right here in our home state.”

Mullinax says that recently Southeastern Grocers, which is changing its corporate identity to The Winn-Dixie Co. in early 2026, has expanded its strawberry presentations to offer more variety and value for customers.

“Shoppers can now choose from a wide range of Florida-grown options, including 1-pound and 2-pound packages, organic strawberries and even the unique Pearl white, also known as pineberries, when available.”

Mullinax says Florida growing partners have introduced several new varieties, like Sensation and Brilliance. “Because these berries are grown close to home, they are often picked in the morning and delivered to our distribution centers the same day, allowing neighbors to enjoy farm-fresh strawberries quickly.”

“Because these berries are grown close to home, they are often picked in the morning and delivered to our distribution centers the same day.”
– Brad Mullinax, Southeastern Grocers, Jacksonville, FL

Southeastern Grocers isn’t the only Florida food retailer to promote the state’s strawberry crop. Publix produced a video focusing on the crop and its Plant City, FL, hub. For three months of the year, the video proclaims, “Strawberries here grow sweeter, juicier than anywhere else. Anywhere. That means the season’s best strawberries come from Plant City farms, from our soil, that’s perfectly suited for the fruit.”

OFF TO GOOD START

After a season marked by the effects of Hurricane Milton, as well as rising input and labor costs, Wish Farms, Plant City, FL, entered the 2025-26, November to April, Florida strawberry season with renewed optimism. “The weather has cooperated well during the planting phase, as the bare roots begin to establish themselves,” says Nick Wishnatzki, Wish Farms public relations director. “Sunny days, cool nights and dry winter weather are the ideal growing conditions for strawberries.”

This season, Wish Farms is also growing four strawberry varieties developed by the University of Florida: Brilliance, Medallion, Ember and Encore. Wishnatzki says the newer Ember and Encore varieties embody desired size, flavor and enhanced disease resistance. Based on last year’s performance, Wishnatzki expects Ember and Encore to provide an overall boost in yield and productivity as the season starts in 2025.

Shawn Pollard, grower and sales manager at Astin Strawberry Exchange, Plant City, FL, agrees developments at the University of Florida have been a boost to growers.

“The University of Florida breeding program has some great leadership,” he says. “I’ve done this for 30 years. I’ve never had varieties this good. They’re that good — the total package, flavor first, color, shelf life, size. They’re good, you want to bring them home to your family.”

Naturipe Farms, Salinas, CA, sees good prospects for its central Florida strawberry operations, which start harvesting in November.

“Our peak supplies will occur in early 2026,” says Jim Roberts, president of Naturipe Farms. “Compared to last year, we have not had any major weather challenges and expect to have a great season ahead.”

IN DEMAND

Alyssa Grimes of Grimes Produce Co., Plant City, FL, says Florida strawberries are in demand and Grimes does significant business within the state, but its strawberries find their way across the United States and Canada. “A good portion of our produce goes to Canada. Markets outside of Florida are very important.”

Solid consumer response is having a positive effect on Florida strawberry growing. “For the past two years, strawberry acres have grown exponentially in Florida,” Grimes says.

Indeed, Susie McKinley, director, Division of Marketing and Development, Florida Department of Agriculture and Consumer Services, Tallahassee, FL, says this year, Florida has over 15,000 acres of fresh strawberries in production, an increase of about 2,000 acres compared to last year.

“This growth reflects strong consumer demand, favorable market conditions and ongoing investment in Florida’s strawberry industry,” she says. “Growers are expanding to meet demand in Florida and across the U.S. and Canada.”

“Growers are expanding to meet demand in Florida and across the U.S. and Canada.”
– Susie McKinley, Florida Department of Agriculture and Consumer Services, Tallahassee, FL

Astin Strawberry Exchange is one of those growers expanding, says Pollard, with a new 100,000-square-foot facility. “We have a farm that’s around 800 acres, so we built a cooler on site. This will be our third cooler. It’s exciting. I can hold 150,000 flats in that.”

He adds the Astin operation does cooling for other growers, enhancing the value of the facilities it operates.

Roberts says Naturipe Farms distributes its Florida strawberries primarily on the East Coast. “Florida strawberries are a perfect fit for consumers on the East Coast, as they are close in proximity. We have the newest varieties that optimize quality and flavor that keep customers coming back for more.”

Wish Farms focuses on the eastern United States, too, counting on the quality of its Florida strawberries to maintain markets.

“We ship all over the U.S. and Canada, but Florida strawberries tend to stay east, as there is a heavier supply of Mexican berries in other regions during this time,” Wishnatzki says.

MERCHANDISE THE SENSES

Roberts says that Florida strawberries are a crop that can readily draw shopper attention when they get eyes on it.

“Honestly, Florida strawberries promote themselves,” he says. “They’re a product that retailers have been asking Naturipe’s sales representatives for for some time now, and it means a lot to us that we’re able to meet that demand.”

Mullinax says Southeastern Grocers builds enthusiasm for Florida strawberries among shoppers as the season hits stride.

“As the Florida strawberry season ramps up, our displays grow along with the harvest, featuring larger, more vibrant showcases throughout the winter months,” he says. “As volume and availability increase, we also strive to provide winning pricing and exciting promotions, offering customers great value on the freshest local berries, especially as the season peaks around February.”

“We love celebrating Florida strawberries and the hard-working, local growers who make them possible,” Mullinax says, adding the grocer promotes strawberries through a multi-channel marketing approach, including weekly ad circulars, digital media and email campaigns.

“Strawberries are merchandised in prominent, high-traffic locations, and display space is expanded depending on ad pricing and seasonal demand,” he says. “To enhance the shopping experience, we also feature tie-in items, such as bakery shortcakes, glazes and fruit dips, to inspire delicious ways to enjoy Florida strawberries.”

Mullinax suggests that food retailers who want to get more out of strawberry opportunities should consider the calendar.

“Certain weeks are particularly special for this fruit. For example, leading up to Valentine’s Day, we lean into strawberries as the perfect romantic treat,” he says.

GETTING THE WORD OUT

Both growers and retailers can count on support for Florida strawberries.

“The Florida Strawberry Growers Association helps promote Florida strawberries beginning in October and throughout the entire season,” says Grimes. “FSGA helps us stay in front of changing regulation in the industry and backs the strawberry industry as a whole. Fresh from Florida also helps promote Florida berries.”

Fresh From Florida runs a dynamic advertising campaign across TV, radio, podcasts, digital, social media, online shopping platforms, grocery cart ads, floor talks, and in-store promotions. Through the Retail Incentive Program, participating stores can highlight Florida-grown products using circular ads, digital placements, custom displays, recipes and sampling events.

“With nearly 1.4 million social media followers and 35 years of trusted branding, Fresh From Florida continues to drive produce sales and increase consumer awareness,“ says McKinley.

Still, McKinley says the growers association is important to keeping the strawberry sector advancing.

“The Florida Strawberry Growers Association serves as a vital voice for Florida strawberry farmers,” McKinley adds, “advocating for the industry and helping connect growers with buyers and consumers. Together, Fresh From Florida and FSGA ensure consistent branding, extensive market reach and strong support for Florida’s strawberry industry.”