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Florida strawberry deal light through Valentine's Day, volume after

wish

PLANT CITY, FL — Unseasonable heat brought on an early, heavy start to the Florida strawberry season that began before Thanksgiving and lasted through Christmas. Now the crop is in a lull and it's unlikely to again reach volume by Valentine's Day — though there may well be long stems available at a premium.

The good news is that with acreage down in California and an El Niño year promising a wet spring there, Florida is well positioned to ride the deal through the end of March, said Gary Wishnatzki of Wish Farms.

Look for more on the Florida strawberry deal in the Jan. 25 edition of The Produce News.

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Market Watch

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Western growing regions getting hit by rain, cooler temps

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