The U.S. strawberry market is running short on grade A fruit, with firm pricing as fresh market demand continues to pull volume away from processing channels. In California's Salinas-Watsonville region, a combination of rain and warm weather has affected fruit quality and market movement even as overall production continues.
The dynamic is creating a two-sided squeeze: fresh channel buyers are competing harder for top-tier fruit while processors struggle to source adequate volume. Salinas-Watsonville is the heart of California's summer strawberry program, so weather-driven quality issues there ripple across the entire market.
Watch for continued price firmness on grade A fruit in the near term. Buyers relying on this window for promotional programs may need to adjust expectations on both volume availability and cost.