Download Trends in North American Strawberry Production

Trends in North American
Strawberry Production
Kevin Schooley
Executive Director
North American Strawberry Growers Association
Market Trends
• Consumption in North America has had a steady increase
• Demand continues to grow, especially in “off-season” production
windows
• Strawberries are now available in good supply all year. New
technologies & new production areas are impacting production
• Threats to traditional production areas?
• There is a strong demand for locally produced berries which has
strengthened local production
Market Trends
• Strawberries are no longer perceived as a “seasonal” product
• Berry consumption is part of a healthy lifestyle
• As more and more “off-season” fruit has been produced, demand
has grown
• Innovative growers and researchers have developed new
technologies to meet this demand
• In North America we have lots of good quality land for production
California – The Giant
• 31,141 acres (12,600 HA) anticipated for 2017
• $2.6 Billion value
• Production per acre is increasing 75,000 lbs /acre (84,000
kg/Ha)
• Cost of production is $45,000/acre or $6/flat (10 by 1lb)
• Grower gets $7-$10 per flat and as low as $5-$6 in peak
production times
• 79% of consumption in the United States is produced in
California
California
• Coastline of California is 1,350 km
• 800 km between southern and northern production areas
• Ideal coastal climate with moderate day time temperatures 20-24°C
and cool nights 10-15°C
• October planting in South Coast Region of short day varieties
• November/December planting in Oxnard Plain Region and Santa
Maria of Day Neutral varieties. Harvest early February
• December planting in Central Coast (Watsonville, Salinas). Harvest
late April through October
Oxnard February 6, 2015
Oxnard February 6, 2015
California Issues and Challenges
• Drought and cost of water
• Methyl Bromide and Fumigation
• soil borne diseases
• Nematodes
• Weeds
• Great deal of investment in developing alternatives
• Labour
• $10.50 - $11.00/ hr
• 2019 $15.00/hr
• 2022 Overtime after 40 hours
Florida
- Second largest growing area in North America 11,000 acres
(4,400 Ha)
- Winter production on plasticulture with short day varieties
- Fall planting of fresh dug plants (Radiance and Festival)
- Fills a gap in production in California
- Mexican production begins earlier and has affected price in the
marketplace
Florida
- Frost a common challenge
- Water has historically not been an issue
- Greater pressure from disease due to climate and overhead
irrigation for frost control
- Plants often removed with lots of crop due to California
production affecting price and summer vegetable crops
Quebec
• 5000 acres (2000 Ha)
• One of the most progressive areas in North America
• Growers have spent time looking at European systems
• Soil pathogens an issue for some growers
• Support from grocery stores
• Exports to Northern States
• Table top
• Low tunnels
• Greenhouse
Quebec
Ontario
- Evolved from Pick Your Own
- Lots of sales direct from the farm
Ontario
- Season extension with row covers
- Significant increase in day neutral production by both small
and large growers
- Tunnel production
- Table top
Ontario
Ontario
Greenhouse Strawberries
• Ontario, Canada has a strong greenhouse vegetable industry 1000
Ha
• Growers have been asked to supply local strawberries out of season
• Traditional Ontario strawberry season is May to October (5 months)
• Require high prices to offset increased production and overhead
costs
• Must compete with field production from other areas of North
America (California, Florida, Mexico)
• Will consumers pay more for local production?
Nova Scotia, Canada
-
Smaller province
Progressive growers
Good relationship with grocery stores
Local sales
Sales to neighbouring provinces
Nova Scotia
British Columbia, Canada
b
Historically they produced strawberries for processing.
Trend is day neutral field production for the fresh local market
British Columbia, Canada
Massachusetts
Mostly small farms growing short day varieties in the
traditional matted row system
Some movement to day neutral production but most is grown
for local markets and on farm sales
USA Midwest – Chicago area
Primarily short day matted row production for local and on farm
markets. Trials for tunnel production, too hot in many areas
Pick Your Own is still popular
Wisconsin
Pick Your Own and on farm sales
Maryland
Coastal – Plasticulture
Inland – matted row short day varieties
Local sales
North Carolina
Plasticulture – mostly short day varieties but trialling more day
neutrals
- primarily a North Carolina Market
Georgia
Similar to North Carolina
winter production on plastic
Louisiana
• Prior to WWII this was the largest strawberry growing area with close
to 10,000 Ha
• Now only 160 Ha
• Plasticulture similar to Florida
• Frost a challenge
• Local Markets
Oregon
- Historically
a processing market with breeding
focussing on processing varieties
- more day neutrals being planted for fresh sales
Low Latitude Production
• North American production is lowest from midNovember to mid-February
• Southern California & Baja production is
vulnerable to bad weather in this period
• Florida production does not peak until mid
February, and is a long distance from markets in
the Western U.S.
• Could a winter production system in Central
Mexico fill this gap?
Low Latitude Production
• Central Mexico has a long history of strawberry
production, but most fruit was marketed within Mexico or
processed for export
• The traditional system is a low-input, open-field system
using Florida or California varieties
• Production is centered around low-latitude, high-elevation
regions
Mexico
• 140,000 tons to 360,000 tons from 2000-2012
• 27,000 acres (10,900 Ha) and growing
• Second largest producer in the world?
• 2011-2012 Exports to the U.S. increased by 48% causing
volatility in prices
• Production in January and Feb
• Very damaging to Florida market
Central Mexico
Mexico
Production driven by large US Companies
Thank You!
Consider Joining us for our upcoming
meetings
•NASGA Annual Meeting New Orleans,
Louisiana January 2018
•North American Strawberry Symposium
Tampa, Florida February 2019