A Little Communication Goes a Long Way in Fruit Production [Opinion]
June 29, 2018 Communication. It’s such a vital element to what you and I do for a living. And nowhere is it more important for you than being transparent with consumers as to where and when the fruit you grow will be available.
It hit home with me a week or so ago when I went shopping at a local grocer for some berries. As I write this, berries in Ohio aren’t ready yet. But, since I love fresh berries in the spring and summer — well any time, to be honest — I seek out stores that may cast a wider net of availability early in the season.
It’s a funny thing shopping for produce as an ag writer. I know my off-season fruits tend to be imported. And I know that in the early spring, the fruits I crave have to travel a lot of miles to get to my shopping cart. But, every now and then I’m still surprised when Mother Nature plays a hand in the availability we produce buyers have come to depend upon. And sure enough, during this trip the racks of berries in this store were empty.
There was only a sign that said:
“Due to inclement weather, our supply of berries may be interrupted.”
And while I was disappointed not to bring home some more fresh fruit to enjoy, I realized how important communication such as that sign was to consumers. Shoppers who, unlike me, just expect that produce shelves will constantly be replenished with a never-ending supply of on-demand fruits and vegetables.
Those of us in agriculture know that’s an impossibility. Fresh fruits are seasonal, weather is temperamental, and somehow, you’re expected to deliver perfect, pristine fruit constantly.
Yes, consumers might be a little bit more educated these days about how, where, and when food is grown. But just like I did, we all need a reminder that fresh produce is seasonal, and that we’re all at the mercy of Mother Nature. We’re lucky to live in a world where endless choices of fruits and vegetables are available, but sometimes we could use a sign to remind us that nothing — including berries — should be taken for granted.
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