Valentine's Day is just around the corner, a date when strawberries take center stage in the fruit section of European supermarkets. Strawberry demand remains high, while the supply, which at the moment comes mainly from Spain, is still somewhat limited due to the impact of the cold and rainfall.
"We are having a colder and rainier winter than usual, which has been good for the water reserves, but not so much for our sector in Huelva, as production has been slowed down," says Loli García, Sales Director of the cooperative Grufesa, based in the municipality of Moguer, in the province of Huelva.
Due to the adverse weather conditions, strawberry production volumes have so far been lower than last season, while demand has been high in recent weeks. This has kept prices high and, according to Loli García, "in line with the current market supply" and the high costs faced by the sector.
Preparations for Valentine's Day celebrations have been one of the driving forces behind the boost in demand in recent days. "Because of their red color, heart shape, and sweet taste, strawberries are very much linked to emotions, and Valentine's Day is charged with emotions. In the weeks leading up to it, supermarket chains seek to get a good supply of chocolates, flowers, etc., and in the fruit section, strawberries are a must," says Grufesa's Sales Director.
For more than 10 years, the cooperative has been working on special formats for Valentine's Day, so strawberries are increasingly consolidating as an essential part of these celebrations. "We were pioneers in this type of packaging and, although at first, only a few chains were interested in our concepts, these are now distributed in all European countries, with demand growing every year," says Loli García.
Grufesa has expanded the area planted with strawberries for this season, in which it expects its production volume to reach 22,000 tons. Its raspberry and blueberry production volumes are also expected to increase as the plants become more mature.
For more information:
Loli García
Grufesa
Tel.: +34 959 372335
dgarciar@grufesa.com
www.grufesa.com