Superfresh Growers projects 26 percent blueberry volume uptick this summer
From the sun-drenched orchards of Washington to the cooler elevations of Montana, Superfresh Growers is leveraging the geographic diversity of its producing regions to deliver a robust summer fruit season.
Despite earlier challenges involving warm winter temperatures and intermittent spring frosts, the Yakima-based grower, packer, and shipper confirmed that “crop conditions continue to shape well.”
The company forecasts a 26 percent year-on-year increase in blueberry production, with organic fruit expected to rise another 65 percent, according to Julieta Castillo, marketing coordinator at Superfresh Growers.
“Although Northwest cherries experienced some challenges, our growers navigated and adjusted accordingly to set the stage for a fruitful season ahead, with no significant impact on our sizes, quality, or timing,” she told FreshFruitPortal.com.
The outlook comes as retailers prepare for peak summer fruit promotions and consumers continue to seek healthier snack options. These trends, the company believes, will support demand across cherries, blueberries, and apricots.
Branching out for success: The Superfresh motto
The grower-shipper’s ability to draw from diverse districts and elevations across Washington, Oregon, and Montana serves as a cornerstone of its current strategy, Castillo stressed.
This regional spread allows the company to extend its cherry season from the Canadian border down to the Hood River region.
“We're able to start early, finish later, and help our retail partners maintain momentum in the category throughout the season,” the executive explained.
To capitalize on the peak season, Castillo also emphasized the importance of strategic promotional timing. Retailers are encouraged to keep cherries, blueberries, and apricots front and center in produce departments, particularly as consumer engagement climbs around summer holidays and gatherings.
“Consumers naturally associate cherries with summer, making them a destination item during the season,” said Castillo. “Retailers can capitalize on this by highlighting the limited availability of fresh Northwest cherries through signage, displays, and digital promotions that reinforce the ‘get them while you can’ message. Creating a sense of urgency encourages shoppers to add cherries to their baskets each time they visit the store.”
As for stone fruit, Castillo apricots present a significant opportunity for retailers to diversify the summer fruit category.
“Eye-catching displays, sampling programs, and recipe inspiration can help educate consumers on apricots’ sweet-tart flavor and versatility,” she explained.
Health trends fuel demand
Changing consumer habits continue to shape summer merchandising strategies. The growing influence of social media and the rise in GLP-1 usage are shifting purchasing behaviors, with a greater focus on convenient, healthy snack options, Castillo said.
“Many of the shifts happening today center around portion control, accessibility, nutritional value, and portability, all areas where our summer fruit naturally fits consumers’ needs,” Castillo noted.
To support these efforts, Superfresh provides retail partners with monthly consumer category data, offering insights on purchasing trends and promotional opportunities.
“By combining quality fruit with actionable category insights, we're able to support our customers with their category strategy,” Castillo concluded.
*All photos courtesy of Superfresh Growers.
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