We jockey for the strawberry aisle. While California is invading the stalls by offering its product at a ridiculous price, right next door, the famous red fruit that grows in greenhouses in Quebec – and for several days, in the fields – costs much more. By the admission of local producers, it is difficult in this context to fight on equal terms.
The Association of Strawberry and Raspberry Producers of Quebec officially launched its season last Friday. However, a few clouds darkened the sunny day of those who cultivate the popular red fruit in their fields.
Strawberries from California and Mexico still take up a lot of space in grocery stores, several industry representatives acknowledge. And if he sold his strawberries at American prices, he “could not[t] not even paying the person who picks them up,” illustrates Louis Bélisle, producer at the A. Bélisle & Fils farm, located in Saint-Eustache.
Strawberries priced at $2.99 ($1.77 for Scène+ members) for 454 grams (1 liter or 1000 ml) versus Savoura greenhouse strawberries at $6.99 for 541 ml, or even a freshly picked basket at the A. Bélisle & Fils farm costing $7.99 for 1 liter or 1000 ml. This is what was offered to consumers who went to IGA last week.
This week, Mexican and American strawberries (1000 ml) are offered at $3.99 while the price needle for the Quebec red fruit has not moved. Same situation in other brands.
PHOTO JOSIE DESMARAIS, THE PRESS
On the shelves, strawberries from Quebec are no match for those from California which are flooding the market at a fraction of the price.
Friday, the Metro store visited by The Press offered its customers Mexican and American strawberries on sale at $3.99 (1000 ml). The Quebec basket cost $6.99 (750 ml). Frissonnante brand local greenhouse strawberries were priced at $5.99 (541 ml).
“It hit us right in,” admits Savoura CEO Peggie Clermont, who couldn’t believe her eyes when she saw the numbers coming in in May.
His company delivers greenhouse strawberries to grocery stores 10 months a year. “Orders had dropped drastically. We went to the chains. We saw the prices and promotions. We understood what was happening. »
“The massive arrival” of Californian strawberries had a direct effect on sales and consumption of Savoura strawberries, she noted.
“It’s true that it comes to compete with us,” concedes Stéphanie Forcier, interim general director of the association which represents strawberry producers.
Several of them did not hide their concern from her, she says. “Our season starts earlier and carving out a place with prizes like these is not easy. »
“I think it’s late, at the end of May, for California to bring in so many strawberries,” adds Alain Brisebois, president and CEO of Ferme d’Hiver, whose company grows strawberries locally. indoors using a vertical farming technique. “It’s starting to be dangerous because the local market is entering. »
Why are there so many California strawberries in supermarkets? “California is in a period of overproduction,” replies M.me Forcier. Obviously, prices are collapsing. Their strategy is to send low-cost strawberries as far from home as possible to stabilize their price on the domestic market. »
Two weeks ago, for example, according to USDA data, California shipped more than 60 million pounds of strawberries outside the United States. This is why the product takes up so much space on the Quebec market.
Prices that are hard to beat
“The brands here benefit because they are able to have attractive prices,” adds Louis Bélisle, who has already started delivering his baskets to supermarkets in the greater Montreal region.
It is impossible, according to him, for Quebec producers to sell their fruit at American prices. “ [En début de saison]when it takes two and a half hours to pick up a box because the strawberries are less abundant and your guy costs you almost $21 an hour, you sure can’t sell them for $2.99 or $3.99,” he illustrates.
PHOTO ROBERT SKINNER, THE PRESS
Employees of the A. Bélisle & Fils farm are busy in a strawberry field.
Mr. Bélisle specifies that temporary foreign workers who work in the fields receive the minimum wage set at $15.75 by Quebec. The producers who hire them must also pay the costs of housing and cars, if the workers have to travel. Finally, the employer also pays support costs for workers to take steps to open a bank account and obtain a social insurance number. That’s why he calculates that his employees cost him about $21-$22 an hour.
Soon a decrease
PHOTO ROBERT SKINNER, THE PRESS
Louis Bélisle, producer at the A. Bélisle & Fils farm
The Saint-Eustache producer nevertheless wants to reassure consumers: the price of strawberries here will decrease over the coming weeks as the quantities of strawberries ready for picking increase. ” It’s a question of time. Prices will fall. »
Stéphanie Forcier is of the same opinion. “Shipments from California are expected to decline in the coming weeks. Strawberries from Quebec will be more and more present. »
Until then, she says, producers are banking on freshness and taste to convince Quebecers to put local strawberries in their grocery basket. It remains to be seen whether the taste buds will prevail over the wallet.
With the collaboration of Stéphanie Bérubé, The Press