06/09/08 Rebuilding the Business of the Berry

Rebuilding the Business of the Berry. I'm Greg Martin with today's Fruit Grower Report. After years of declining acreage and production, the Oregon strawberry industry is looking for a comeback. BARTON: There is really an increased optimism that wasn't there before, which is great. The strawberry growers had their annual meeting. The executive director commented there were more people in the room than he had seen in a number of years. Laura Barton, marketing specialist with the Oregon Department of Agriculture, has been involved in discussions to aid Oregon's 16 million dollar strawberry industry. Part of the plan is to educate consumers that the Oregon strawberry can be enjoyed year around. BARTON: Consumers love Oregon strawberries but they think of them just during the fresh market season. Somebody who is growing the Oregon strawberry, it is being frozen right away, capturing all the peak sweetness, texture, and quality you want. Then it goes into other products like yogurt, ice cream, jam or just sold as a frozen strawberry. So what does the future of the industry look like? Barton offers a prediction for the Oregon strawberry industry five years from now, given new efforts to revitalize the industry. BARTON: Best case scenario would be our strawberry acreage would not be declining but, in fact, would turn around and be increasing, and our farmers, our strawberry growers would get a really good return. Branding is part of the plan. With its great taste, the hope is consumers will choose the Oregon strawberry when they know it is being offered. That's today's Fruit Grower Report. I'm Greg Martin on the Northwest Ag Information Network.