Calif. Organic Strawberries Drive Demand

Merchandising, demand and storytelling drive sales and shopper engagement at retail.

When customers walk in the door at New Leaf Community Markets or Lazy Acres Natural Market, organic California strawberries are immediately in view on high-impact tables. Signage reinforces the message with callouts that the fruit is “locally grown,” meaning within 100 miles of the two five-store chains, headquartered in Santa Cruz, CA, and Carson, CA, respectively.

Grower storytelling adds transparency and value. The placement is intentional and sustained throughout the season, and in the summer, house-made baked goods are displayed beside fresh berries as a cross-merchandising opportunity.

“Since 2024, we have run a month-long promotion in June across the stores called ‘Summer’s Sweetest,’ highlighting house-made sides and desserts featuring California organic strawberries, in addition to selling the fresh berries themselves to enjoy,” says Maroka Kawamura, senior category manager for produce of both banners, owned by Good Food Holdings Inc., Carson, CA.

California produces 2.5 to 3 billion pounds annually, or nearly 90% of all strawberries produced in the U.S., according to the California Strawberry Commission (CSC), headquartered in Watsonville, CA. In addition, California grows more organic strawberries than all other 49 states combined, with a 78.1% market share. The state’s berries ship to all 50 states and more than 30 countries worldwide, including Canada and Mexico.

STRONG DEMAND

“Year-over-year demand for organic strawberries at retail is strong,” says Chris Christian, vice president of market insights for the CSC. “For the year ending Dec. 28, 2025, organic strawberry volume increased 16% and dollar sales 14%.”

California’s organic strawberries are important to customers at New Seasons Market, a 22-store chain based in Portland, OR, where 70% of fresh fruit and vegetable offerings on average are organic.

“In season, the strawberries are the No. 1 seller in the berry category,” says Jeff Salchenberg, produce program and category manager.

Organic strawberries are one of the most popular organic fruits, and retailers report seeing them as a key driver of both traffic and premium berry sales, adds Brian Vertrees, senior director of business development at Naturipe Farms, in Salinas, CA.

“Over the past three to five years, organic produce sales overall have shown steady growth, and organic berries, including strawberries, have remained a high-interest category as shoppers look for flavor and products that align with their values.”

Demand for California organic strawberries continues to outpace the broader berry category, with consumption and sales trending steadily upward over the past three to five years, according to Kyla Oberman, director of marketing for California Giant Berry Farms, in Watsonville, CA.

“As organic options move from niche selections to household staples, data from the (CSC) indicates that organic volume and value jumped by approximately 16% and 14%, respectively, between 2024 and 2025.”

Research shows younger consumers such as Gen Z and Millennials continue to purchase more organic produce despite rising inflation and are more willing to pay higher prices for organic options, says Paola Martin, marketing coordinator at Gem-Pack Berries LLC, in Irvine, CA. “As a result of the demand, organic berry production has expanded significantly in recent years, even as year-to-year level shifts due to the market and climate conditions.”

“For retailers, the best targets are health-minded families, younger shoppers building long-term organic habits, and consumers who view organic strawberries as an everyday fresh choice rather than an occasional treat.”
— Brian Vertrees, Naturipe Farms, Salinas, CA

Overall, the typical organic strawberry shopper is a higher-income, educated consumer who is often a household decision maker for grocery purchases, according to Vertrees. “For retailers, the best targets are health-minded families, younger shoppers building long-term organic habits, and consumers who view organic strawberries as an everyday fresh choice rather than an occasional treat.”

THE 2026 SEASON

The 2026 forecast for the California strawberry season is strong, with volumes expected to remain high, barring any major weather events, according to Oberman. “Coming off a record-breaking 2025, the industry is positioned for continued high output.”

“California has the best growing regions for strawberries,” says John Wilkinson, managing member of BlazerWilkinsonGee (BWG) LLC, in Salinas, CA. “Advantages include the cool coastal climate, which produces a longer growing season, which creates better-sized fruit, berries that are redder, and they taste better.”

Fall-planted acres for winter, spring, and summer production for 2026 were 58.9% in the Watsonville and Salinas growing areas, with 38.8% in Santa Maria, and 2.6% in Oxnard.

Oxnard is typically the earliest, with production beginning in September and running through May, says Vertrees. Santa Maria also starts in September and generally continues through May. Salinas and Watsonville pick up in the spring, usually starting in April and running through about November.

California Giant offers a fair trade organic program from its Watsonville growing area.

Proprietary varieties are planted in over half (54.8%) of California’s organic strawberry acreage, according to the CSC’s 2026 California Strawberry Acreage Survey, followed by Portola (14.9%), Alturas (6.2%) and Monterey (4.4%).

“We are seeing increased productivity through the adoption of high-performing, disease-resistant varieties,” says California Giant’s Oberman.

On the supply chain, Vertrees says organic strawberries typically move through the same established cold chain networks as conventional berries, which helps ensure steady distribution.

“Some of the biggest cold chain improvements are happening in the field. Growers are getting even better at harvesting at the right moment, cooling berries down faster, and using smarter packaging and handling practices to keep fruit in top condition,” Vertrees adds. “These developments are helping organic strawberries arrive fresher, last longer in stores, and deliver a better eating experience for consumers, which ultimately supports stronger sales and greater confidence for retailers.”

SUSTAINABILITY DRIVES PACKAGING

In the U.S., the plastic clamshell remains the dominant format because it provides visibility, ventilation and protection, which support increased food safety, improved shelf life and overall product quality.

“Over 92% of organic strawberries sold at retail are in 1-pound PET clamshell packages,” says the CSC’s Christian. “Available sizes align with conventional strawberry package size options. The PET clamshell is 100% recyclable, the most recycled package in the world, and California berry clamshells contain more than 50% post-consumer recycled content.”

Some of Naturipe’s clamshells for organic strawberries contain upward of 90% recycled PET, according to Janis McIntosh, director of marketing innovation and sustainability. “In 2020, we further improved our packaging by replacing traditional paper labels and aggressive adhesives with recycle-friendly, wash-away labels.”

According to NielsenIQ 2026 data, shoppers are caught in a “Sustainability Scramble,” says Oberman. “They want eco-friendly packaging, but they refuse to sacrifice the visibility of the fruit. This is leading to hybrid designs, such as paperboard bases with a clear, minimal plastic window.”

SELL THE SEASON

Retailers play a key role in moving volume during peak supply times. “Strawberries on ad are always a draw into the supermarket,” says BWG’s Wilkinson. “Supply of California’s organic strawberries typically has strong alignment with spring and summer holidays, such as Easter, Mother’s Day, Memorial Day and Fourth of July.”

With May as National Strawberry Month, Oberman notes retailers have a prime opportunity to drive organic volume through aggressive promotion as the California season hits its peak.

Heavy buyers, those who purchase strawberries once per week or more, are more motivated by displays and less influenced by price compared to light buyers, who buy berries once a month or less, according to the Strawberry Shopper Playbook, Leveraging Strawberry Category Growth Drivers and Shopper Insights, by the CSC, which uses 2025 data.

“For us, berries are best merchandised outside of a refrigerated display in a high-traffic location. We also place berries with bakery and floral displays for impulse sales,” says New Seasons Market’s Salchenberg.

Conventional and organic California strawberries are merchandised side by side at Acme and Safeway stores in the Mid-Atlantic, says Jay Schneider, produce sales manager for Acme and Safeway banners, part of the Albertsons Companies Mid-Atlantic Division, headquartered in Malvern, PA. “We find that berries sell better together as a destination category, rather than segmented by production type.”

Nearly half (47%) of light strawberry buyers found strawberries on sale as an attractive incremental purchase driver, more than heavy (34%) and medium buyers (41%), based on CSC’s Playbook data.

“We’ll promote conventional and organic strawberries at the same time,” says Schneider. “Conventional is the primary ad driver. Organic doesn’t need the deepest discount, but it must show value. The key is keeping the price gap as reasonable as possible so as not to discourage shoppers who want to trade up to organic.”