Florida slowly getting to volume on strawberries

Overview of strawberries from Florida in the U.S. market, complemented by charts from Agronometrics. Original published on December 12, 2023.

Strawberry harvesting is underway in Florida following a start near the end of November. At Guynn Family Produce Sales Inc., Gary Guynn says his farms are a bit behind in harvest though other growers have started picking more volume. “The cool weather is keeping Florida a bit slower than usual so we’re hoping we’ll get into some good volume for Christmas if it gets a little warmer. The cool weather will keep Florida slower,” he says.

On boxes, the current production looks very similar to where Guynn Family Produce was at this time last year. That said, this year’s trajectory could look different. “Up until today we’re similar to last year though I think we’re going to fall behind in the next seven days compared to last year,” Guynn says.

He does say the crop looks good. “It’s supposed to be a cooler winter this year which helps the size of the berries and increases some of the quantities,” he says. “It helps the size with bigger berries but when it’s colder you don’t pick as often so it kind of nullifies each other.”

Source: USDA Market News via Agronometrics.
(Agronometrics users can view this chart with live updates here)

Source: USDA Market News via Agronometrics.
(Agronometrics users can view this chart with live updates here)

Demand outweighing supply

As for pricing, Christmas strawberry pricing can be wide–Guynn says he’s seen it at $7 and he’s also seen it at $27. Right now the markets are in the mid-$20s and there’s more demand than supply. He also anticipates demand to stay strong. “I don’t see it moving much from high teens to low 20s through Christmas,” he says.

Harvest continues on Florida strawberries until about mid-March though some growers will stay until April supplying local retailers such as Publix. In terms of peak, the first one is expected in the first week of January after which the second peak comes around February 15th. “We like to hit it before Valentine’s Day for big promotions but it often starts on February 15th. The numbers triple then,” says Guynn.

The News in Charts is a collection of stories from the industry complemented by charts from Agronometrics to help better tell their story.

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