In 1999 of the companies surveyed: 

• 6 processed 0-3 million pounds
• 3 processed 3-5 million pounds
• 3 processed over 5 million pounds

In 2000, of the companies surveyed:

•  7 processed 0-3 million pounds
•  2 processed 3-5 million pounds
•  3 processed over 5 million pounds

This shows a net loss of between 3 and 5 million pounds of strawberries processed in this one-year period.

Of the pounds processed the following percentages were Totems:

• 5 companies processed 100% Totems for a total of approximately 10,908,000 pounds
• 2 companies processed 95%-99% Totems for a total of approximately 9,146,000 pounds
• 3 companies processed 85%-94% Totems for a total of approximately 8,512,000 pounds
• 1 company processed less than 50% Totems for a total of approximately 68,500 pounds 
• 1 company did not have figures for this item

Total amount of Totem strawberries processed over the 1999-2000 period was approximately 28,635,000 pounds.

Of the total pack processed by all companies, the processing is broken down in approximation as follows:
 

The top three packs processed at all plants were:

•  4+1 sliced with all 12 companies surveyed producing
•  IQF with 8 companies producing
•  Puree with 7 companies producing

The remaining categories are as follows:

•  4+1 whole with 3 companies producing
•  6 ½ pounders with 2 companies producing
•  Straight Pack with 2 companies producing
•  Concentrate with 1 company producing

Of the 4+1 pack either sliced or whole (17,663,000 pounds) produced at all facilities the distribution in approximate numbers is as follows:

•  57% went to food manufacturing  10,068,000 pounds
•  28% went to food service     4,946,000 pounds
•  8% went to retail      1,413,000 pounds
•  7% went to export      1,236,000 pounds

Of the Puree and Concentrate produced (approximately 3,809,000 pounds of berries) the distribution is as follows:

•  74% went to food manufacturing, 2,819,000 pounds
•  25% went to food service, 952,000 pounds
•  1% went to export, 38,000 pounds

Of the Juice Pack produced ( approximately 1,039,000 pounds of berries) the distribution between domestic and export is:

•  100% went to domestic distribution 1,039,000 pounds
•  None went to export

Of the 6 ½ pounders produced (approximately 1,732,000 pounds of berries):

•  100% went to food service   1,732,000 pounds

Of the IQF berries produced (approximately 9,005,000 pounds of berries):

•  51% went to food manufacturing  4,592,000 pounds
•  25% went to food service   2,251,000 pounds
•  12% went to export    1,081,000 pounds
•  12% went to retail    1,081,000 pounds

Of the Straight Pack produced (approximately1.040,000 pounds):

•  50% went to retail    520,000 pounds
•  50% went to food manufacturing  520,000 pounds

Of the fruit that goes to food manufacturing (approximately 17,999,000 pounds)

•  66% went to Dairy Industry  11,879,000 pounds
•  21% went to producing preserves    3,780,000 pounds
•  13% went to the Bakery Industry    2,340,000 pounds

Of the fruit that goes to the Dairy Industry ( approximately11,879,000 pounds):

•  83% went to ice cream  9,860,000 pounds
•  17% went to yogurt   2,019,000 pounds

Of the fruit that goes to Food Service (approximately 9,879,000 pounds):

•  71% went to toppings and sauce  7,015,000 pounds
•  13% went to pies    1,284,000 pounds
•  13% went to baked goods   1,284,000 pounds
•   3 % went to smoothies      296,000 pounds

Of the fruit that goes to export  (approximately 2,356,000 pounds):

• 90% goes to Japan  2,120,000 pounds
• 10% goes to other countries including Canada, Australia, New Zealand 236,000 pounds

Universally the biggest obstacle to selling Oregon Strawberries is the price. Oregon berries cost more to produce in comparison to strawberries from California, Mexico, China, Poland and Spain. In a global marketplace, Oregon’s higher minimum wage drives the price beyond competitors. Other reasons cited include lowered  production due to fewer acres being available because of increases in housing construction on former prime farmland.

When asked to designate where they would spend a $50,000 promotional budget survey respondents replied.

• Media --------------------------1
• Consumers --------------------4 
• Export market ----------------2
• Food manufacturing market 3
• Dairy market ------------------1
• Trade shows ------------------2
• Food service ------------------ 1

When asked for suggestions regarding opportunity in the area of promotions respondents replied with many varied suggestions:
 

• There have been no new domestic buyers coming forward in the last five years so the only hope appears to be the export market.
• Consumers must be educated regarding the superior flavor and texture of Oregon strawberries
• Stress to consumers that quality is worth a higher price.
• Need to have more money to do anything meaningful, especially in the media which is the way to attract consumer attention ( for example: Washington Apples)
• Need products to stress that they use premium quality ingredients. Have the manufacturer put “ Made with Premium Oregon Berries” on the label.
• Promotion at trade shows is the best way to promote product for the least amount of money. Some good shows include Food-Ex, IFT show, Natural Products Expo, Las Vegas Bar Show, National Restaurant Association Show. To stand out at these shows we must have a unique sample to offer that will draw people in to the booth; we must strive to “think outside of the box”.
• Combine forces with other commodity commissions in creating joint promotional efforts such as the rum industry joining with the cherry commissions for bar drinks. Perhaps approach the dairy industry or poultry industry to do joint promotions.
• We need more photographic and graphic depictions of Oregon strawberries in order to stress that “you get what you see”
• We need to promote the potential of Oregon Strawberries as an ingredient product.
• Northwest strawberries could make inroads into the ice cream and yogurt market due to higher quality color, flavor and texture, which is necessary for this product