Strawberries and Sweet Potatoes in Winter?...You Fell for 'Seasonal Marketing' [Hutdari Economy]

②The Paradox of Seasonal Foods
Known as Seasonal Fruits but Expensive
Winter Supply Increased by Greenhouse Cultivation, but Demand Also Surged
Abnormal Weather Variables... "Poor Harvests Combine to Spike Prices"

Editor's NoteMany people thought they were engaging in smart economic activities to get something better, but it often turned out to be a misstep. When consumers are deceived by corporate marketing or blinded by momentary gains and make wrong decisions, they end up being the ones who suffer. We aim to examine economic activities where people misjudge everyday subjects and make mistakes?so-called 'missteps.'

From the beginning of the year, the food industry has been competitively launching various drinks and desserts themed around winter strawberries. The sweet and tangy taste of strawberries pairs well with any menu, including cakes, shaved ice, and beverages. The perception that seasonal fruits are healthy and inexpensive also stimulates consumer sentiment. But are seasonal fruits really cheap? And are those ingredients truly in season? Without careful scrutiny, it is easy to be fooled by marketing and open your wallet.

[Image source=Yonhap News]

'Seasonal Fruit' Is a Thing of the Past?…Behind It Are Greenhouse Technology and Seasonal Marketing

The real season for strawberries is not winter but late spring to early summer. Our perception of strawberries as a winter seasonal fruit is thanks to greenhouse cultivation. Traditionally, strawberry farms harvested strawberries from April to June. However, with the advent of greenhouse farming, strawberries can now be harvested year-round. Consumers have come to perceive winter as the strawberry season.

Sweet potatoes similarly cause confusion about their season. Although the true season for sweet potatoes?the quintessential winter nutritious snack?is late summer to autumn (August to October), many mistakenly believe winter is their season because of the experience of eating freshly roasted sweet potatoes on cold winter days. Nowadays, sweet potatoes can be harvested regardless of season due to greenhouse cultivation, and the development of long-term storage varieties has rendered the concept of seasonality meaningless.

Another secret behind the shifted seasons of strawberries and sweet potatoes lies in corporate 'seasonal marketing.' Companies use the strategy that developing products with ingredients that evoke a particular season will open consumers' wallets. For example, strawberry cakes with bright red flesh topped with white whipped cream evoke Santa Claus, making them synonymous with Christmas. A food and beverage industry insider said, "Many consumers think of strawberries in winter, so we develop and launch products considering that demand. Even if not strawberries, there are popular seasonal themes like watermelon in summer and sweet potatoes in winter."

In fact, from the start of the new year, the food and beverage industry is engaged in the so-called 'Strawberry War.' Global tea beverage brand Gongcha Korea launched three new strawberry-themed menu items: 'Strawberry Vanilla Jewelry Milk Tea,' 'Strawberry Blossom Milk Tea,' and 'Strawberry Blossom Smoothie.' Compose Coffee introduced 'Domestic Strawberry Juice' made with locally grown seasonal strawberries, along with 'Strawberry Cheese Smoothie,' 'Strawberry Condensed Milk Latte,' and 'Strawberry Apple Jam Latte.' Last month, coffee franchise Ediya Coffee released five new items: 'Seasonal Fresh Strawberry Juice,' 'Strawberry-filled Latte,' 'Strawberry Banana Cream Latte,' 'Fresh Strawberry Honey Black Tea,' and 'Fresh Strawberry Banana Cream Frappuccino.'

Five fresh strawberry beverages launched by Ediya Coffee. [Image provided by Ediya Coffee]

Gongcha Korea's new menu item, Strawberry Vanilla Jewelry Milk Tea.
[Image provided by Gongcha Korea]

Cheap Imported Fruits Are Emerging as Substitutes; Government Controls Fruit Prices with Tariff Quotas

Seasonal fruits are not always cheap. Generally, prices drop during harvest seasons due to abundant supply, but if consumption increases simultaneously, prices may rise due to supply shortages. Moreover, if abnormal weather causes a decrease in shipments, price increases accelerate.

In the case of strawberries, last year’s cultivation area decreased and crop conditions were poor, limiting supply. However, due to the perception of strawberries as a winter seasonal fruit, consumption surged before last Christmas. Additionally, recent aggressive marketing by caf? franchises introducing strawberry beverages as seasonal fruit products has increased demand and driven prices up. According to the Korea Agro-Fisheries & Food Trade Corporation (aT) agricultural product distribution information, as of the 10th, the average retail price of 1kg of strawberries was 21,078 KRW. Although this is lower than a month ago (24,292 KRW), it is about 21% higher than the average price (17,364 KRW).

Consumers trying to lower grocery prices by buying cheap fruits are now moving away from the perception that 'seasonal fruits are cheap' and are seeking inexpensive imported fruits. For example, a pack of strawberries (500g) sold at large marts like E-Mart costs around 10,000 KRW, whereas imported bananas?even organic ones?can be purchased for about 4,000 KRW per 500g, less than half the price.

The government is also expanding fruit imports significantly and applying 'tariff quotas' (temporarily lowering or exempting tariffs on specific imported goods) to curb soaring fruit prices. Last week, the government announced in the '2024 Economic Policy Direction' that tariffs on 21 types of imported fruits, including bananas, pineapples, mangoes, grapefruits, and oranges, will be exempted or reduced.