Fresh Fig season is officially underway, according to the California Fresh Fig Growers Association. This year’s initial crop, known as the breba crop, delivered the first Mission figs of the season May-June. The main crop, now underway, is delivering plump varieties, such as Brown Turkeys and Sierras.
Additional varieties will continue to become available through November.
“California fresh figs this season will be excellent,” said Karla Stockli, CEO of the California Fresh Fig Growers Association. “When you see them, buy them. Each variety is a special treat, and the window to enjoy is short but sweet.”
From increased menu offerings in the restaurant industry to sampling and displays at grocery retailers, a comparable size crop to last year’s 10 million pounds will be harvested in 2022.
“The California fig industry has been strategically focused on digital marketing efforts throughout the pandemic to ensure California figs stay top of mind among consumers, product developers and chefs,” Stockli said. “We have invested in beautiful photography and videos, new recipes, toolkits targeting dietitians, manufacturers and digital media partnerships. The results are strong demand for California figs in 2022.”
To promote this year’s fresh fig season domestically, the industry is partnering with Instacart on a paid promotion and placing a nationally distributed lifestyle TV segment airing Aug. 25 on “Daytime” and Sept. 3 on “The Lifestyle List.” The industry will round out its fresh marketing efforts in 2022 with deliveries to media and nutrition influencers across the country.
Canada is the California fig industry’s No. 1 export market, with nearly 50 percent of the fresh crop crossing over the border annually. Recent marketing efforts have also primarily focused on digital communications with an emphasis on social media advertising.
2022 marketing efforts include an advertorial in LCBO’s popular digital and print publication Food & Drink magazine, recipe development, new photography and graphics, influencer outreach, social media advertising and a partnership with Taste Toronto, a digital platform for sharing food experiences and recipes.
For recipes and more information, visit californiafigs.com.
