Caneberry Pricing and Marketing Survey Report 2020

The North American Raspberry and Blackberry Association (NARBA) conducted a survey and made a “Report on NARBA’s 2020 Pricing and Marketing Survey” to learn more about caneberry prices and retail strategies for 2020, as well as the impacts of COVID-19.

The survey, which involved caneberries’ growers (raspberries, blackberries and hybrids) across Canada and the United States, focused on pricing for direct-to-consumer sales - pick-your-own, farm stands and farmers markets as they are more controlled by the grower. While wholesale and processing prices usually sets by the buyer or subjects to larger market forces.

Information gathered in the report is useful for caneberry growers or anyone considering growing caneberries to understand better the marketing, pricing and sales strategies currently used in the United States and Canada.

Download the report here.

NARBA conducts such serveys every two years for a number of years. This year, in these unsettled pandemic times, additional questions were added to evaluate the impact of COVID-19 on caneberry prices and production.

The survey was conducted in collaboration with researchers from North Carolina State University, who provided expertise in survey design and analyzed the results, and the University of Arkansas, who designed the 2018 version of this survey and allowed NARBA to adapt it to 2020.

The North American Raspberry & Blackberry Association is an organization of growers, both large and small, and of researchers, marketers, and others in the caneberry industry. The Association promotes raspberries and blackberries to the public, as well as supports production and marketing of blackberries and raspberries through communication, education, and research.

More information about NARBA on their website.