The Future of Berries in the USA
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The Future of Berries in the USA

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Talk at 2011 Virginia Berry Conference by Ken Hopps

Talk at 2011 Virginia Berry Conference by Ken Hopps

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  • Traditional CPG marketers are following these trends every day.
  • “We live in a participation economy not in an attention economy. It is no longer about creating demand and satisfying it – it’s about creating a movement. And it’s is no longer about traditional ROI – return on investment – it’s about ROI 2010: Return on Involvement. Creating experiences and helping improve people’s lives is core equity today”Kevin Roberts, CEO Saatchi & Saatchi
  • Nutraceutical – A term used to describe a food that contains both health and medical benefits
  • International conference dedicated to exploring the latest scientific research related to berries and human health (June27-29, Westlake, Ca).
  • Blackberries: Consumers with highest income and also consumers with kids likeliest to purchase blackberries.
  • Production from 2000 to 2008 increased from 2,945 acres (1,192 Ha) to 20,247 acres (8,194 Ha). Compound growth of 27.2%.. During this time period, per capita consumption of berries in Mexico increased from 0.15 kg to 1.75 kg (3.85 lbs.). This has created an opportunity as in 2007 Mexico began to import berries (largely from the U.S.A) to satisfy demand during non-growing season.
  • Need to adjust projected volume and harvest dates for 2010-2011

The Future of Berries in the USA The Future of Berries in the USA Presentation Transcript

  • The Future of Berries in the U.S.A.
    Ken Hopps
    Sun Belle, Inc.
    Virginia State University
    March 17, 2011
    2011 Virginia Berry Production andMarketing Conference
    1
  • 2011 Virginia Berry Production andMarketing Conference
    The future of berries in the USA is bright and promising.
    “Consumption of berry crops provided by the American berry crop industry will triple by 2020. As a result, the American berry crop industry will be viewed as a model of agricultural efficiency, sustainability and prosperity. Berry crop consumption will result in improved human health and nutritional and prosperity for rural and agricultural communities.”
    Vision Statement: National Berry Crops Initiative
    2
  • 2011 Virginia Berry Production andMarketing Conference
    Focus on price is important but it’s not enough. Sales and marketing strategies should address the following areas:
    Health and wellness.
    Transparency and supply chain.
    Taste, value and emotions.
    3
  • 2011 Virginia Berry Production andMarketing Conference
    Health and wellness
    Emotion is part of any purchase. By knowing the health and medical benefits of berries, consumers will feel emotionally attached to the product. This will lead to loyalty and increased sales.
    As an industry we must do more to communicate and educate the consumer on the health aspects and nutritional benefits of consuming berries.
    Berries are “Superfruits.”
    Empower the consumer.
    Berries are an important part of a healthy diet.
    4
  • 2011 Virginia Berry Production andMarketing Conference
    5
  • 2011 Virginia Berry Production andMarketing Conference
    Health benefits - Sun Belle proactively involved
    Berry health benefits symposium
    Organizing committee chair.
    National Berry Crops Initiative (NBCI)
    Board participation.
    USHBC (US Highbush Blueberry Council)
    Board member.
    Research committee.
    Blackberry R&P (research and promotion)
    Organizational committee.
    6
  • 2011 Virginia Berry Production andMarketing Conference
    Sun Belle research and development
    Raspberries
    Exclusive licensee for propagation and production of Erika raspberry variety.
    USDA release from quarantine anticipated for summer 2011.
    Mexico production success as taste, color and shelf life have outperformed. Accepted as premier variety in the UK as determined by independent consumer taste panels.
    Establishing grower partnerships for USA production.
    Trial and development of Cornell University Selections.
    Commitment to the East Coast with tunnel production.
    7
  • 2011 Virginia Berry Production andMarketing Conference
    Sun Belle research and development
    Blackberries
    Taste, price and value proposition. Huge US consumption increase due to the Tupy variety. Sun Belle Mexico: 100% Tupy.
    Continuous varietal development directed by Sun Belle plant geneticist Dr. Nicole Hewstone.
    8
  • 2011 Virginia Berry Production andMarketing Conference
    Transparency and supply chain
    Know who does what, when and where. Value added.
    Embrace, adapt and accept new legislative food safety requirements. Paradigm shift from detection to prevention.
    Embrace sustainability.
    9
  • 2011 Virginia Berry Production andMarketing Conference
    Value, taste and emotions
    Demand to be fueled by taste and value.
    Consumers demand the best price but they also want to feel good about the product and its benefits. Make them feel emotionally attached to the product. Excellent value for the benefits, taste and emotion.
    Packaging and branding that consumers have come to trust. Berries are a key year round offering for retailers.
    10
  • 2011 Virginia Berry Production andMarketing Conference
    The Virginia story
    Westmoreland Berry Farms
    Sun Belle’s domestic program began in Virginia 25 years ago.
    Long term commitment to all of our domestic growers.
    Glocality. Sun Belle. Global brand. Local reach.
    New state of-the-art Sun Belle Middle Atlantic (near Jessup) distribution center with nearly 65,000 sq. ft., it will provide pre-cooling, QC and distribution services. Like our other facilities it will be Primus certified, with our own employees and refrigerated fleet (opening 2011).
    11
  • 2011 Virginia Berry Production andMarketing Conference
    The Virginia Story
    12
    Taste, appearance & color Mid Atlantic sweet spot Stewards of your lands
  • 2011 Virginia Berry Production andMarketing Conference
    13
    Consumer driven berry marketing
  • 2011 Virginia Berry Production andMarketing Conference
    The Global Picture
    The case of Blackberries from a Mexican Perspective:
    14
  • 2011 Virginia Berry Production andMarketing Conference
    Blackberries in the U.S.A.
    15
  • Sun Belle México S.A. de C.V.:
    Mexican Blackberries
    Variety
    100% Tupy
    Research & Development
    •Varietal development directed by plant geneticist Dr. Nicole Hewstone, assisted by a team of technicians and agronomists.
    .
    16
  • Sun Belle México S.A. de C.V.:
    Mexican Raspberries
    Variety
    Erika
    Research & Development
    •Exclusive licensee for propagation and production of Erika raspberry variety.
    • Trial and development of Cornell University selections.
    17
  • Sun Belle México S.A. de C.V.:
    Mexican Blueberries
    Variety
    100% Biloxi
    Research & Development
    •Blueberry breeding and license agreements with University of Georgia.
    •Experimental blueberry plots.
    18
  • Sun Belle México S.A. de C.V.: Los Reyes & El Atascoso, Michoacán Blackberries, Blueberries & Raspberries
    Experimental Fields & Nurseries
    •Germplasm evaluation, varietal crossings.
    •Plant propagation
    19
  • Sun Belle México S.A. de C.V.: Zapotiltic & Jocotepec, Jalisco
    Blackberries, Raspberries & Blueberries
    Experimental Fields & Nurseries
    •New variety trials and propagation.
    20
  • Sun Belle Inc.: U.S. Locations
    All Primus Certified
    3810 Rose Street
    Schiller Park, IL 60176
    T. 708.343.4545
    3160 V Street, NE
    Washington, DC 20018
    T. 202.832.3900
    Atascoso
    5510 W. 102nd Street
    Los Angeles, CA 90045
    T. 847.609.0929
    2000 NW 70TH Avenue
    Miami, FL 33122
    T. 305.592.0005
    21
  • 2011 Virginia Berry Production andMarketing Conference
    Q & A
    Thank you
    Ken Hopps- ken@sun-belle.com
    (708) 343-4545
    22