How do you charge a premium in a saturated market?
How do you charge a premium in a saturated market? Gavin Scurr (OMP6) of Piñata Farms is doing just that.
Piñata Farms has partnered with the UK's BerryWorld to bring exclusive stawberry varieties to the Australian market. The project has required a large investment in infrastructure and the new varieties are grown in substrate pots at bench height under tunnels.
The investment has paid off with the BerryWorld branded fruit attracting a premium price on supermarket shelves, despite a bumper crop of strawberries this year and some retailers selling below production cost.