Revitalizing the Local Strawberry Industry through Needs Assessment and New Varieties

The Rutgers New Jersey Agricultural Experiment Station strawberry breeding program team developed a survey to determine the value and needs of small fruit growers. Formal surveys were conducted in person for 60 farmers growing 103.3 acres of strawberries. The survey revealed that 80% of the growers ranked weather, variety selection/availability, marketable yield, insect, disease and weed pests, and deer damage as the greatest challenges to growing small fruit on their farm. Eighty-six percent of respondents reported that growing small fruits helps to attract and keep customers coming to their markets. Fifty-three of the 60 respondents were growing strawberries and reported the following: 85% ranked flavor as one of the most important characteristic when selecting strawberry varieties for their farm; 83% ranked yield as important; and 78 % reported size as an important factor in variety selection. Eighty-five percent of the strawberry growers surveyed sell directly to customers through farm stands, community supported agriculture, pick-your-own, and community farmers markets. Over 39 % of those surveyed growing conventional strawberries plan to increase their acreage of strawberries over the next year. The strawberry breeding program team released the Rutgers Scarlet^TM in 2015 to provide local growers with new strawberry varieties with outstanding flavor. The new variety was developed for the climate and growing conditions of the Eastern region of the United States. Since its release over 360,000 Rutgers Scarlet^TM strawberry plants have been distributed to growers in 22 states. Members of the NJAES strawberry breeding team were interviewed by local and regional television, radio, newspaper and internet media outlets which stimulated public interest in strawberries and increased visits to farms statewide to purchase fresh strawberries.