Blackberry Marketing Guide

Blackberries, otherwise known as brambles or caneberries, are a native berry to Missouri; however, cultivated blackberry production is a niche, or cottage, industry in the state. In 2007, 256 Missouri farms harvested 275 blackberry acres. Within Missouri, prime blackberry-growing areas are south of the Kansas City latitude. Locations north of this latitude tend to be too cool to consistently support a blackberry crop.

Historically, U.S. blackberry production concentrated in the Pacific Northwest and California. The market for processed berries grew quickly, and the fresh market grew slowly. Recently, California and Mexico increased blackberry production to serve U.S. and European fresh markets. Blackberry growers in the Pacific Northwest also expanded to accommodate fresh berry demand; however, processing is the predominant use for blackberries grown in the Pacific Northwest, especially in Oregon. As the most significant U.S. blackberry producer, Oregon blackberry output exceeded 53.5 million pounds in 2012, and nearly 95 percent was processed. USDA reports no other production data. The South, which consists of Georgia, North Carolina, Arkansas and Texas, grows blackberries and ships them commercially.

Marketing Channels

Possible blackberry marketing channels for Missouri-grown berries include on-farm retail; roadside markets; farmers markets; pick-your-own farm operations; community-supported agriculture programs; and wholesale to grocery stores, restaurants and processors. According to recent research from the North American Raspberry & Blackberry Association, more than four of five blackberry producers indicate that local markets for blackberries have grown, and a majority shared that blackberry production profitability has improved. To serve wider geographic areas outside of local markets, producers must address that blackberries are highly perishable and tend to not ship or store well.

Berries

Several factors drive fresh blackberry consumption. First, U.S. consumers now have year-round access to fresh blackberries because the U.S. imports blackberries when domestic supply isn’t available. U.S. blackberry production peaks in July and August. Mexico and Guatemala supply blackberries to the U.S. Consistent exposure and repeated experience with blackberries contributes to the berries becoming a regularly purchased item. Consumer familiarity with blackberries translates into consumers seeking high-quality blackberries, which direct marketers may provide, and builds demand for “destination” experiences at pick-your-own farms.

Consumers perceive blackberries to have health benefits, which assists with promotion. Nutrition research has found that blackberries have antioxidant, anticancer and anti-inflammatory properties. They’re also a good vitamin C, vitamin K and dietary fiber source. Additionally, consumers think that blackberries are convenient and versatile. Ideal cultivars for fresh use produce sweet berries that have seeds that don’t interfere with chewing.

USDA doesn’t report fresh blackberry consumption, but it does track frozen berry availability per capita, which may serve as a proxy for consumption. In 2011, U.S. frozen blackberry consumption averaged 0.07 pounds per capita. During the past decade, frozen blackberry consumption ranged from 0.07 pounds per capita to 0.11 pounds per capita. The U.S. directs less than 10 percent of its blackberry production to fresh uses. Processing captures the remaining share.

USDA only reports blackberry production and prices from Oregon. For 2012, Oregon grower prices averaged $2.11 per pound for fresh berries and $0.76 per pound for processed berries. 2013 price reports collected by the North American Raspberry & Blackberry Association compare the difference between pick-your-own and already-picked berry prices. Depending on unit size, already-picked prices range from 40 percent to 70 percent higher than pick-your-own berry prices. Per pint, prices averaged $2.71 for pick-your-own berries and $4.64 for already-picked berries. On a gallon basis, prices averaged $12.72 for pick-your-own berries and $20.11 for already-picked berries. At the retail level, blackberry prices for a 5.6- to 6-ounce package averaged $2.30 for non-organic blackberries during the past year (April 2013 to March 2014).

Value-Added Products

Because blackberry production has a short marketing season, producing value-added goods presents the opportunity to extend blackberry marketing opportunities in Missouri. Possible value-added products include jam, wine, syrup, baked goods and juice.

The North American Raspberry & Blackberry Association reports the share of all processed blackberries used by product category: preserves, jams and jellies, 40 percent; bakery products, 25 percent; individually quick frozen, 18 percent; juices and extracts, 7 percent; ice cream and yogurt, 5 percent; and canned blackberries, 5 percent.

Organic

U.S. organic blackberry production is relatively low. During 2011, U.S. harvested organic blackberry acreage totaled 308 acres. Price averaged $2.60 per pound. Organic blackberry and dewberry production collectively represented 4 percent of all organic berry production. By state, California was the most significant organic blackberry and dewberry producer.

At the retail level, organic blackberry prices for a 5.6- to 6-ounce package averaged $3.17 during the past year (April 2013 to March 2014). Retail organic blackberries were 38 percent more expensive on average than non-organic retail blackberries.

Sources

Agricultural Marketing Service. 2014. Fruit and Vegetable Market News. USDA. Washington, DC.

Ames, Guy K., and Patrick L. Byers. 2006. Growing Blackberries in Missouri. Missouri State University. Mountain Grove, MO.

Bentley, Jeanine and Jean C. Buzby. 2014. ERS Food Availability (Per Capita) Data System. USDA Economic Research Service. Washington, DC.

Clark, John and Chad Finn. 2012. Blackberry crops have expanded worldwide. Fruit Growers News. Sparta, MI.

Economic Research Service. 2013. Fruit and Tree Nut Yearbook. USDA Economics, Statistics and Market Information System. Albert R. Mann Library, Cornell University. Ithaca, NY.

Lucas, Edralin A. n.d. Health-Based Properties of Blackberries as a Marketing Tool. Oklahoma State University. Stillwater, OK.

National Agricultural Statistics Service. 2007. Census of Agriculture. USDA. Washington, DC.

North American Raspberry & Blackberry Association. n.d. North American Raspberry & Blackberry Association. Website. Pittsboro, NC.

Perez, Agnes and Kristy Plattner. 2013. Organic Fruit and Berries. Fruit and Tree Nuts Outlook: Commodity Highlight. USDA Economic Research Service. Washington, DC.

Quinn, James. 2000. Missouri Fruit and Nut Crops. Jefferson Institute. Columbia, MO.

Strang, John, ed. 2010. Blackberry. University of Kentucky Cooperative Extension Service. Center for Crop Diversification. Lexington, KY.

Team Rubus. 2013. NARBA publishes berry prices. NC Cooperative Extension.

Thomsen, Mike. 2010. Just What’s Happening Out There? Blackberry Volume and Price Behavior in Shipping Markets. University of Arkansas. Fayetteville, AR.

Tree Top, Inc. 2013. Blackberry Update. Tree Top Ingredients. Selah, WA.

For More Information

Blackberries (Agricultural Marketing Resource Center)