Not only is the local market good, the industry also enjoys a strong customer base in Japan. But with retail consolidation a fact of life, the industry is having to become more business-oriented when dealing with the chains. It's gotten so business-oriented that we actually have to remind retailers that people love strawberries. The industry is also working to publicize the health benefits of strawberries. One serving of strawberries, for example, contains more Vitamin C than an orange.
Strawberries also contain healthy levels of folic acid and are high in fiber and low in calories.
But now we're trying to educate doctors, too. They should be advising their patients to eat apples, bananas and strawberries. This educational approach is part of an overall campaign to boost strawberry consumption. As for fears of what will happen in 2005 when the use of methyl bromide, a soil fumigant that helps boost production, is no longer allowed in California, Jewell said that strawberries are only one of about 100 commodities that use the pesticide. We're optimistic we'll find alternatives.