The California acreage devoted to strawberry production is up a bit this year, which points to a record year in volume.

Consider that from 2014 to 2018, California farmers have introduced higher yielding varieties while decreasing acres, resulting in record levels of production year after year. Last year was expected to continue that trend, but bad weather got in the way, disrupting production from late May to early June and ending the year after year of record shipments.

This year’s acreage has been estimated at more than 34,000 acres, with a known quantity of almost 27,000 acres planted for spring and summer production, and an estimated 7,200 acres expected to be planted this summer for fall production in the northern district. As such, industry experts are expecting record numbers.

“The entire strawberry industry will see record production this spring as the high yielding varieties we have will produce very strong volumes,” predicted Jerry Moran, senior director of strawberry sales for Naturipe Farms LLC.

Carolyn O’Donnell, communications director for the California Strawberry Commission, said that early shipping data indicates that 2020 is going to mirror 2018 much more closely than 2019. Through the last full week of March, the California strawberry industry had shipped about 14.5 million trays compared to less than 10 million on a similar date in 2019. In 2018, volume through the end of March was more than 13.6 million trays. In 2018, total volume topped 202 million trays while 2019 saw less than 184 million trays shipped. Barring unforeseen weather problems, it seems certain that the 200 million tray number will again be surpassed this year.

O’Donnell said the industry is anticipating that peak production will again be from April through June as is typically the case. If all goes as expected, weekly volume will climb in April with the 4 million tray per week number most likely hit the first week in the month with producers approaching 7 million trays per week by the end of the month. May should have four solid weeks with shipments at least in the 8 to 9 million tray level. There will most likely be a slight drop off in June, but shipments should still be in the 7 to 8 million tray range each week. In July, 6 million tray weeks are typical with the volume gradually declining but still staying at least above three million trays each week well into the fall.

With the peak spring shipments, O’Donnell said the industry is always in a good position to capitalize on the spring holidays such as Easter and Mother’s Day as well as Memorial Day. Retailers typically put strawberries on promotion throughout this period. The big unknown in 2020 is the impact the novel coronavirus, will have on these traditional holiday occasions and retail promotions. The berries will still be there as will the holidays, but it appears consumers will still be advised against large gatherings or even family parties.

“In these changing circumstances we wonder if consumers will be ‘snacking-in’,” asked O’Donnell.

While that question will have to await an answer, it does appear that consumers are stocking up on their favorite produce items, and the commission is continuing to push its message to consumers. In fact, on March 30 it kicked off its 2020 consumer “Snack with Heart” campaign, aimed at connecting the heart of strawberry farmers with the heart of consumers.

Using social and digital media, combined with influencer partnerships and national media outreach, the program is designed to demonstrate the heart behind California strawberry farming, elevate the health benefits of California strawberries and amplify the versatile ways consumers celebrate and love fresh and frozen strawberries throughout the year.