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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