Market Viewpoint for Blackberry Creation in the Southeast Blackberry Meeting 2009 SE Local Natural product and Vegetable

Presentation Transcript

Advertise Outlook for Blackberry Production in the Southeast Blackberry Conference 2009 SE Regional Fruit & Vegetable Conference Charles D. Safley North Carolina State University

Projected Increases in Blackberry Acreage by 2015 for Selected Countries Source: Bernadine Strik, Dept. of Horticulture, OSU

Total US Monthly Blackberry Imports from Mexico & Guatemala: 2005 - 2008 Marketing Season (10,000 pound units) Mexico Guatemala Source: Agricultural Marketing Service, USDA

Total US Monthly Blackberry Shipments from Central California & Oregon: 2005 - 2008 Marketing Seasons (10,000 pound units) Source: Agricultural Marketing Service, USDA Oregon Central Calf .

Total US Monthly Blackberry Movement, 2005 – 2008 Marketing Seasons (Imports & Domestic Shipments) (10,000 pound units) "Imports" "Residential" Source: Agricultural Marketing Service, USDA

Total US Monthly Blackberry Shipments (Imports & Domestic Shipments) (10,000 pound units) Source: Agricultural Marketing Service, USDA

Blackberry Consumption "There's space for development!" Source: USDA and The Packer Consumer Surveys

Consumer Expenditures for Selected Berries as a Percentage of Total Berry Sales Source: Perishables Group, Inc.; distributed in Produce Merchandising , April 2008

Customers who Purchased inside Last 12 Months Source: Fresh Trends – 2008, The Packer

Likelihood of Purchasing in light of Household Income Source: Fresh Trends – 2008, The Packer

Most Popular Organic Fruits Purchased in 2008 Raspberries Blackberries Pomegranates Source: Fresh Trends – 2008, The Packer

What is the potential interest for blackberries?

U. S. Interest for Blackberries "Blackberry request has a colossal measure of potential to extend later on." "… utilization of blackberries (could) some time or another equivalent that of blueberries or raspberries, given buyers' developing taste for, and acknowledgment of, the restorative advantages." Janice Honigberg, President, Sun-Belle, Inc. Interest for blackberries is solid and developing (Demand > Supply) Consensus of create purchasers and administrators met for this report

Market Trends – Why has Demand Increased? Wellbeing Convenience: Year-round accessibility More grocery stores conveying berries Globalization "Quicker" and More Reliable Refrigerated Transportation – keeping up the chilly chain better from supply indicate retail Source: Various Articles and Interviews

Health 57% of the customers are trying to eat more advantageous Consumers Concerns: Weight 61 % Cholesterol 36 % Blood Sugar 22 % High Blood Pressure 18 % Diabetes 14 % Source: Food Trends , International Dairy-Deli-Bakery Association, June 2008

Health Berry utilization has relentlessly expanded amid the previous two years as purchasers have turned out to be more mindful of the medical advantages: Fighting malignancy Reducing danger of coronary illness Reducing indications of maturing Source: Produce Merchandizing , Chris Crawford, April 2008

Telling the Blackberry's Story to American Consumers Blackberries are the minimum known (berry) w/shoppers; they require more perceivability The blackberry business is at the "base of the rundown" in advancing their berry Future request will rely on upon buyers knowing the medical advantages of the berry. In the event that buyers: Are taught; request will increment Are not instructed; request will be stagnant Source: Comments of Produce Buyers/Managers

Telling the Blackberry's Story to American Consumers Blackberries have less acknowledgment in respect to strawberries, blueberries, raspberries and pomegranates Few customers discuss the blackberry's wholesome esteem as well as a wellspring of cancer prevention agents The Industry needs to make a superior showing with regards to in getting their (wellbeing) message out Source: Comments of Produce Buyers/Managers

Alternative Methods of Measuring Antioxidant Capacity ORAC: Oxygen Radical Absorbance Capacity FRAP: Ferric Ion Reducing Antioxidant Power TRAP: Total Radical-Trapping Antioxidant Parameter TEAC: Trolox Equivalence Antioxidant Capacity

List of Fruits High in Antioxidants Content ORAC Estimation Method (µmol TE/100g) Source: Oxygen Radical Absorbance Capacity of Selected Foods, Nutrient Data Laboratory, ARS, USDA, November 2007

List of Fruits High in Antioxidants Content FRAP Estimation Method (mmol Fe²⁺/Kg Fresh Weight) Source: Total Antioxidant Capacity of Plant Foods, Beverages & Oils Consumed in Italy, Nicoletta Pellegrini et. a., J. Nutr. 1333:2812-2819, 2003

List of Fruits High in Antioxidants Content TRAP Estimation Method (mmol Trolox/Kg Fresh Weight) Source: Total Antioxidant Capacity of Plant Foods, Beverages & Oils Consumed in Italy, Nicoletta Pellegrini et. a., J. Nutr. 1333:2812-2819, 2003

List of Fruits High in Antioxidants Content TEAC Estimation Method (mmol Trolox/Kg Fresh Weight) Source: Total Antioxidant Capacity of Plant Foods, Beverages & Oils Consumed in Italy, Nicoletta Pellegrini et. a., J. Nutr. 1333:2812-2819, 2003

Are we as of now oversupplied with blackberries on the East Coast? Then again, do we require more blackberry generation on the East Coast?

A:The East Coast is Not Oversupplied Produce purchasers/directors might want to see more creation on the East Coast. Need to purchase privately developed create Improved quality Relative to berries sent the nation over Reduced therapist Blackberries are the most perishable berry Buying neighborhood is basic because of waste Reduces Delivery Price  More Affordable Berries Transportation costs Buying locally will be more essential later on Source: Comments of Produce Buyers/Managers

Consumer Perceptions of Locally Grown Food Consumer acknowledge nearby nourishment for its: Improved Taste Freshness Improved Quality Source: Food, Fuel and the Future: Consumer Perceptions of Local Safety and Climate Change in the Context of Rising Prices , Leopold Center's Marketing and Food Systems Initiative, August 2008

Definition of Locally Grown Food Consumer meanings of neighborhood: 100 miles or less: 67% Within the state or district: 33% Produce Buyers/Managers meanings of neighborhood: 100 miles or less Within the state Within a 6-hour drive Source: Food, Fuel and the Future: Consumer Perceptions of Local Safety and Climate Change in the Context of Rising Prices , Leopold Center's Marketing and Food Systems Initiative, August 2008 Source: Comments of Produce Buyers/Managers

What is the ideal size compartment? Is there favorable position to offering blackberries in bigger compartment sizes, for example, a quart holder?

Product Packaging Protecting the organic product is the most essential capacity for blackberries Consumers are worried about: Product Visibility Convenience Clamshells for berries Improve quality Increase icebox life for purchasers Help retailers lessen shrivel Source: Packing a Punch , Amy Sung, September 2008

Optimum Size Container? Chain store deliver purchasers/supervisors: No agreement on the ideal holder measure Generally the compartment ought to be shallow/level & have a wide profile: Reduces wounding Provides "best" presentation of the berries Blackberries are a drive thing Source: Comments of Produce Buyers/Managers

Optimum Size Container? Two Major Considerations: Price/Affordability Blackberries are a drive thing, not a staple Consumers purchase blackberries with extra cash Concern that buys will diminish given the current financial circumstance Spoilage Factor – Blackberries are Highly Perishable Berries Produce Buyer/Manager remarks: One supposition: "Six-oz clamshells are the best" due to the decay figure. Source: Comments of Produce Buyers/Managers

Optimum Size Container? Deliver Buyer/Manager remarks: Container size is directed by cost, i.e. "Whatever size (5.6 oz – 1 pt) is most reasonable (at the time). One opinion:"In today's economy, ½-half quart clamshells are more moderate." Another sentiment: " One-16 ounces clamshells would be the best." If one-16 ounces compartments were evaluated so they were reasonable (i.e. valued lower); cultivators would make up the (value) distinction by offering more noteworthy volume. Source: Comments of Produce Buyers/Managers

Quart Size Container? Bigger size, i.e. quart, holders would not be attainable – Almost Unanimous Opinion (One Abstained) Reasons: Would not be moderate for shoppers Would put expanded weight on the berries and increment wounding Too much hazard given how perishable blackberries are Source: Comments of Produce Buyers/Managers

Larger size compartments: an alternate view-point. Seller at Charlotte Farmers Market Blackberry Sales ≈ $3,000 on a normal Saturday Primarily offers in 2-quart compartments $9.00 each or $2.75/lb Can not offer ½-pints and just two or three 1-pints Sells for the most part 1-and 2-quarts holders Costco & Sam's Club Sell in 18-ounce holders Source: Ervin Lineberger

What can cultivators do to enhance their item and additionally benefit?

Suggestions to Improve Product Blackberry Varieties that would develop the neighborhood season Larger size berries Improved sweetness/enhance "Some of the time we get blackberries that are excessively tart, making it impossible to eat." Previous assessment: "A lost in taste does not appear to matter the length of the natural product looks great." Some Industry specialists: There is proof that Raspberry utilization is diminishing because of poor flavor (i.e. low sugar content) in respect to blueberries. Source: Comments of Produce Buyers/Managers

Suggestions to Improve Product & Service More or Better Standard