U-pick operations can be more profitable than ever this year but berry producers have to pay attention to consumer demand.
“It’s been a real shock to go from a production-driven mentality to a market-driven one,” said Betty Vladicka, horticulture development officer with Alberta Agriculture.
The good news for berry producers is that consumers are eating more fruits and vegetables, said Vladicka at a horticulture diversification conference in Camrose, Alta., last week.
“Canadians in general are looking at healthier diets so there is more demand for horticulture.”
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However, other market trends may cause more work for the industry, she added.
As people work longer hours and feel more time pressure, they may be less inclined to pick their own produce or trek to the country for a single type, said Vladicka. She recommends U-pick operations give customers as many options as possible. Farmers markets also satisfy the time-pressured consumer who wants variety.
Variety is key
Consumers who want to pick their own food may not all want to take home large pails so operations should have smaller containers available.
Also, some buyers, especially baby boomers, are becoming more concerned about food safety and some prefer organic food.
Then there are customers who want a country experience, complete with hayrides.
“We’re seeing a real distancing between urban and rural so going out to the farm is a real event for some,” she said.
Tam Andersen admits her Prairie Gardens and Greenhouses operation, located at Bon Accord, Alta., has changed since it began in 1985.
“I could put a tiny notice in the paper and have people drive 300 miles to pick 10 gallons of strawberries. You’ve heard of ‘build it and they will come.’ It used to be that way but not any more.”
When she started she had one competitor, but now there are about 40 U-pick farms in the Edmonton area. Most people still want to pick their own berries but they want to be at the farm within an hour, said Andersen, who also sells pumpkins and operates a greenhouse.
She notices people pick smaller portions and come more often than years before. As well, she now offers a weekend strawberry festival in July for diversity.
“We get a whole different group of people ready to discover the farm,” said Andersen, who offers pony rides, a live band and a strawberry shortcake tea on that weekend.
Every year she’s selling more berries and now has 15 acres. She thinks there’s room for more U-pick operations like hers.
Alberta Agriculture’s 1997 figures show the province has 520 acres of strawberry plants, 1,500 acres of saskatoons (500 producing fruit) and 175 acres of raspberries.
Newcomers should research their market area before jumping in, said Vladicka.
She recommends a year-long study for future producers to talk to experienced marketers, read reports and gauge public demand.
