Blackberry volumes are steadily ramping up towards a late-July peak while raspberry production is in its peak. “Our Watsonville blackberry and raspberry season is starting earlier than usual this year,” says Tom Smith, VP of Sales and Marketing at California Giant Berry Farms, adding that peak volume of raspberries is expected to continue through the next few months. “A warm winter and spring advanced plant development. We expect the season to run through November and then transition back to Mexico supply.”
In the meantime, there are some varietal developments for the company in this category. “We’re enhancing our program with three varieties — Noelia, Majestic, and VR 68 — all selected with flavor at the forefront,” says Smith. “Together they strengthen our raspberry lineup on taste, shelf appeal, and eating quality, giving consumers a more consistently flavorful berry across the season.”
Smith says the company’s Watsonville blackberries have fully transitioned to BK613.
Meanwhile on blackberries, as far as varieties, the company’s Watsonville program is now 100 percent BK613. “We’ve fully transitioned to this variety because it delivers consistent size, color, and a sweet, well-balanced flavor profile that holds up through the supply chain,” notes Smith.
While both berries are coming from Watsonville, along with Mexico, in early-August, San Diego, CA will also be providing a strong supply of organic blackberries.
Promotional availability ahead
How about demand? “It is strong for both berries and serves as a traffic driver for the produce department as merchants position the category to capture summer merchandising opportunities,” says Smith. “With both categories soon hitting promotional availability, right now is the prime window for retailers to plan aggressive promotions and for customers to enjoy peak-season freshness.”
Raspberry production is in its peak right now.
While consumption on both berries continues to see robust growth and is moving away from occasional treats to daily household staples, the company continues to work behind the scenes to do its part in growing consumption.
“Historically, the caneberry category faced barriers due to variable shelf-life and tart flavor profiles. Today, consumers are paying a premium for a superior eating experience,” says Smith. “Backed by genetics that emphasize sweetness and excellent shelf life, we project steady volume growth as we convert occasional buyers into weekly consumers.”
At the same time, it also continues to focus on expanding the health link to berries. Much of this is driven by a massive shift toward holistic wellness and consumers increasingly viewing berries as essential, antioxidant-rich functional foods. “This is particularly visible in the organic segment, where North American organic raspberry consumption has surged significantly in recent years. Our continued focus on organic offerings aligns perfectly with this clean-label demand,” adds Smith.
For more information:
Kelley Sablan
California Giant Berry Farms
ksablan@calgiant.com
www.calgiant.com Publication date: Mon 8 Jun 2026
