January 2021 - 9

Pink-A-Boo white strawberries from Wish Farms.
Wishnatzki, Wish Farms' owner, said he
expects considerably larger supplies to be
available next year. Red Blossom expects
to pack 25 to 30 cartons a day from its
Florida operations.
Because of a larger Mexican presence in
Texas and the Midwest, Florida strawberry
growers hope the berry will help them
regain sales in those regions. " This will
open markets lost to us to Mexico, "
Wishnatzki said. " Our market reach is
going to expand because of the pineberries.
This is exciting to me that for the first time
in years, Florida has a chance to expand.
This can do a lot more for Florida's market
presence than any trade deal. "
Wild white strawberries originated in
the 1700s and 1800s in Chile. Since 2010,
Europe has been commercially growing a
similar niche variety known for its flavor
and appearance. The berries sell for high
prices at gourmet European retailers and
eateries.
FL 16.78-109 is in the same species
as the European and Japanese varieties.
The Florida berry's agronomic and flavor
characteristics differ from the European
fruit. Besides the color, the Florida fruit
is closer to a normal Florida strawberry.
According to Whitaker, the European
pineberries are similar to the wild
characteristics, with small and soft but
aromatic fruit. Wishnatzki said the Florida
fruit is slightly softer than red strawberries.
The white fruit is a little smaller than
the red varieties, with yield about 25%
lower, Whitaker said. The berry's growing
practices, including planting dates and
fertilization, should be similar to red
strawberries. Whitaker said the harvesting
and quality control process, however, will
be more challenging.
White berries require some time to
learn how to pick at just the right stage
of ripeness. The white color displays
blemishes a little more than the red berries.
" So quality control will be a bit trickier
than for red berries, and growers will need
to get a good return for the product in
order for it to be profitable, " Whitaker said.
UF's breeding concentrates on
berry marketability. " The main focus
in developing this has been on taste
and quality, and secondarily on yield, "
Whitaker said. " Otherwise, the variety
is well-adapted to growing in Florida
conditions. "
" Florida companies have the first access
to this variety, " Whitaker said. " My hope is
that it will benefit the Florida strawberry
industry as a whole, assuming it could
become a high-value market segment that
complements red berries. "
Volume isn't large enough for retailers
to feature the berries in store ads. Still,
the berry is attracting shopper interest,
Wishnatzki said.
Florida growers start harvesting in
November. Volume typically builds in
December with promotable volume
beginning around Christmas. The deal
usually ends in April, when California
strawberries begin harvesting. FGN
Gary Wishnatzki, Wish Farms' owner, said he expects considerably larger supplies of
Pink-A-Boos white strawberries to be available next year.
BOOST
YOUR PEST
CONTROL
PROGRAM
NEW FAST-ACTING
INSECTICIDE FOR POME FRUIT
Help keep aphids (including woolly apple aphids), San Jose scale and pear psylla out of pome fruit
with NEW Senstar™ Insecticide from Valent U.S.A. With two effective modes of action, Senstar provides
stellar control against soft-bodied insects, protecting crops from unwanted invasions. Quickly eliminate
harmful insects at all life stages - including eggs - with the next-level power of Senstar.
Ask your local retailer or visit Valent.com/Senstar to learn more.
Products That Work, From People Who Care® | valent.com | 800-6-VALENT (682-5368)
Always read and follow label instructions.
Senstar is a trademark and Products That Work, From People Who Care is a registered
trademark of Valent U.S.A. LLC. ©2020 Valent U.S.A. LLC. All rights reserved.
FGN | JANUARY 2021 | 9

http://www.Valent.com/Senstar http://www.valent.com

January 2021

Table of Contents for the Digital Edition of January 2021