Page 50 - February2019
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narrow in on their forecasts,” he says. “For anyone located in the eastern half of the U.S. or Canada, sourcing from Florida provides a way to overcome this challenge because it takes multiple days out of the supply chain while maintaining quality.”
LOCAL ADVANTAGE
 e local angle helps tell shoppers farmers’ stories, says Harrell. Florida has been growing strawberries in the winter months for more than 100 years, and its growers can supply the North and Southeast markets with fresh
strawberries from  anksgiving through Easter. “Consumers want to know the story behind the product,” she says. “Being transparent is the key. Consumers love the connection of farm to fork. Farmers are real people, not corporations. We love to tell our story.” e FSGA o ers in-store sampling and grower visits.
Compared to California and Texas, Florida is considered “local” on the East Coast, observes IMG’s Sallin.
“With the cost of trucking on the rise and lack of drivers, the proximity of Florida to East Coast retailers provides a substantial cost
savings for them, while capitalizing on local sourcing trends and having a smaller carbon footprint,” she says.
Because of grower agronomic investments, Florida’s tomatoes taste better than they did in the 1970s, says Weisinger. “Because Florida is a giant sand beach, we have to put all the good stu  into the product to give it  avor,” he says.  e late 2018 Romaine lettuce scare should remind buyers and shoppers of the impor- tance of food safety and the many investments Florida growers make into safe handling prac- tices, notes Weisinger.
State and private breeding operations, including those by several large tomato grow- er-shippers, maintains high  avor. “A lot of our varieties are used all over the world,” says Weisinger. “Florida ensures the quality and e cacy of your produce. Florida packing oper- ations are some of the most modern and up-to- date in the world.”
New mandarin varieties, including Tango, Orri and Bingo, are being introduced to supplement Florida’s traditional Sunburst and Honey tangerines, meeting consumer demand for seedless, easy-peel mandarins and competing with California manda- rins. New early varieties of Valencia juicing oranges are also being planted to extend the season and meet growing demand for in-store and at-home freshly squeezed orange juice, says Sallin.
QUALITY REPUTATION
“Florida’s climate and unique soil produces citrus that is di cult to replicate in other parts of the country,” says Sallin. “ is unique combination creates a sweeter, juicier product.” Florida and California are the top U.S. fresh produce suppliers. “ ey o er volumes and longer availability that allow retailers to have promotable products and to liven up their shelves,” she says.
Florida’s quality reputation is well-known, says PennRose’s Wyatt. “For generations, Florida has been recognized as a top producer of quality fresh fruits and vegetables throughout the U.S.,” he says. “We have ideal growing conditions and diverse production areas from North Florida all the way to Homestead. With warm days and cool nights, we can grow great quality produce.” e Florida Department of Agriculture and the industry promote Fresh from Florida well, says Wyatt. “Our produce is comparable in quality and value to other imported options,” he says.
 e appeal of buying American is also strong, says Southern Corporate Packers’ Arrigo. “By loading from Florida, you’re
n ORGANICS BECOME FACTOR IN FLORIDA PRODUCTION
Florida growers have been stepping up their organic production to meet growing demand.
“Overall, Florida’s organic production has definitely been on a steady increase over the past 10 years,” says Mindy Lee, Fresh from Florida bureau chief and media and communications and media manager for the Florida Department of Agriculture and Consumer Services, based in Tallahassee, FL, who cites U.S. Department of Agriculture data. “However, organics still make up only a tiny portion of total produce shipments, about 0.6 percent in 2018,” she says.
It’s estimated that organics account for 8 percent to 12 percent of the state’s total strawberryproduction,saysCraigCasca, executive officer and director of sales for Red Blossom, based in Los Olivos, CA.
This season, Red Blossom increased its acreage to 50 acres, up from 10 acres last year. Casca characterizes organic demand as high and says the category is becoming a bigger factor. He says growers are increasing produc- tion. “Looking ahead, there is good demand and room for more growth,” he says. “We see more growth and more demand as customers look for healthier options in their diets.”
Wish Farms, based in Plant City, FL, was the first to commercially grow organic strawberries in Florida. The grower-shipper represents 50 percent to 60 percent of the state’s organic straw- berry market, says Nick Wishnatzki, marketing projects manager.
“We have definitely seen an increase in organic acreage and production,” he says. “Most larger conventional growers
in Florida have added an organic piece.” Wishnatzki characterizes the state of Florida’s organic strawberry market as “very strong” and says the outlook also looks well. Overall, during the past few years, growers have increased supplies, which has kept up with demand. Avail- ability has helped make retail prices more affordable to more consumers, which has led to retailers being more
apt to go on ad, he explains.
“Organic is a big factor,” says Wish-
natzki. “One thing we have seen is an increase in size of our organic berries. This is due to a good varietal mix and improved growing practices. We are one of the few, if only, organic producers that grows the Sweet Sensation [variety]. With this increase in size, we have been able to pack larger sizes.”
Duda Farm Fresh Foods, Inc., Oviedo, FL, grows organics, including organic celery. “Organics are another example of Florida’s innovation with several trials beginning to come to the point of retail-ready,” observes Jeffrey Goodale, director of domestic sales. “Duda’s trials over the last few seasons on a number of items have been very promising.”
Astin Strawberry Exchange LLC, based in Plant City, has doubled its acreage since last year. The grow- er-shipper grows 200 acres of organic strawberries compared with 1,300 acres conventional, says Shawn Pollard, salesman. “You can see the trends,” he says. “Organics is a staple in Millennials’ diets. There’s continual incremental growth in organics. They’re willing to pay and seem like they really demand that organically grown berry.” pb
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