The Grower October 2014

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CELEBRATING 135 YEARS AS CANADA’S PREMIER HORTICULTURAL PUBLICATION

OCTOBER 2014

VOLUME 64 NUMBER 10

MARKETING

Thanks to California genetics, strawberries are in season

Strawberries for Thanksgiving? Thanks to day-neutral varieties, brothers Jeff (left) and Dan Tigchelaar have built a 35-acre business that markets the sweet-tasting globes from as early as May 5 to whenever October frosts tarnish the plants. This year’s cooler summer temperatures have aided continuous blooming at their Vineland, Ontario farm. Photos by Glenn Lowson.

INSIDE Rebranding for the future

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Economic impact of Canada’s produce industry Page 8 FOCUS: Greenhouse innovation Page 14

www.thegrower.org P.M. 40012319 $3.00 CDN

KAREN DAVIDSON Vineland, Ontario – If there was ever a story of genetics saving an industry, day-neutral strawberries are a stellar case history. When the University of California-Davis released the Albion cultivar in 2004, enterprising Ontario growers planted a few acres in the hopes of replicating the success of the Beatles’ song: Strawberry Fields Forever. “Ten to 15 years ago, chain stores were losing interest in carrying Ontario strawberries,” recalls Jeff Tigchelaar. “The three-week season was so short that the highly perishable, Junebearing strawberries were more trouble than they were worth for the grocers to handle. The dayneutral strawberry not only created a new market but invigorated the industry.” Today, Jeff and his brother Dan Tigchelaar, grow as many as 35 acres of day-neutral strawberries at Niagara peninsula

farms close to the moderating winds wafting off Lake Ontario. Picked early in the morning, cooled and shipped to grocers’ warehouses by midnight, these strawberries retail for as much as $5.99 per quart the next day. While this past summer’s cooler temperatures have ensured a steady crop – blooming tends to cease after 28°C -- profitable times have not always been the norm. When the Tigchelaar brothers first trialled day-neutral strawberries in 1997, their fouracre block was wiped out by verticillium wilt. In further experiments, a cultivar called Seascape proved to have “deadly flavour but no shelf life.” By 2009, they had overcome many of the agronomic hurdles to the extent that Tigchelaar Berry Farms won the $50,000 Premier’s Award for Agri-Food Innovation Excellence. In reality, the windfall covered many of the losses racked up in the early experimental days. As Jeff explains, the learning

curve for growing day-neutral strawberries is steep. Unlike the system of straw-matted rows of June-bearing strawberries, they plant day-neutrals into fumigated soil in both spring and fall. Coddled under floating row covers, the plants respond to climbing temperatures, immediately generating runners, leaves and flowers all at the same time. Their genetics dictate that the flowers are insensitive to daylength. Hence the moniker: day-neutrals. They consistently bear fruit for about five months, typically snagging holiday markets from Victoria Day to Thanksgiving. While Tigchelaar Berry Farms have finetuned their strawberry management, a parallel trend has helped their growth. Consumer awareness of benefits of locally-grown produce has pushed national grocers to respond. The Ontario industry will never compete with California on price, but superior flavour and freshness are driving this five-month market.

Kevin Schooley, executive director of the Ontario Berry Association, estimates anywhere from 500 to 600 acres of day-neutral strawberries are now grown in the province. That figure represents about 15 to 20 per cent of the total strawberry acreage. “Some pioneers have led the way showing how to use specialized equipment for plasticulture,” says Schooley. “But June-bearing berries will always be the critical mass of our industry. It’s a challenge to educate consumers about day-neutral berries, especially when fresh peaches and plums are in season.” Twenty-five years ago, strawberry breeder Adam Dale wrote a factsheet about day-neutral strawberries, their agronomy and marketing. He was prescient in how important marketing would be for a strawberry that defies the first-of-summer rites and just keeps on producing and competing with stone fruit and apples. Continued on page 3


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