(UPDATED COVERAGE, Jan. 31) In a promotion starting in February, Well-Pict Berries will ask retailers to submit photos of their best berry displays for the Watsonville, Calif.-based company’s Facebook page.

The best of the photos, dubbed Well Pictures, will be featured in a Well-Pict ad. A yet-to-be determined grand prize will be awarded in October in conjunction with the Produce Marketing Association Fresh Summit, said Julie Lucido, Well-Pict spokeswoman and chief executive officer for Marketing Plus.

An alternative to posting photos on Facebook is emailing them to julie@wellpict.com.

From February to October, Well-Pict is also encouraging consumers to submit photos of their best berry experiences, “whether it’s eating healthy with their families, cool shots of their recipes using our berries, or unique uses and places,” Lucido said.

“We’ll have weekly- and monthly-level winners. We’ll have a prize for any consumer who photographs Well-Pict berries in a retail display, posts it on Facebook and tags the store.”

Prizes vary but include hats, shirts and reusable grocery bags.

Lucido forecast a strong, if late, start to the California strawberry and raspberry season.

“We’ll see some great quality berries coming out of the Oxnard region in later February,” she said. “This year it’s been slightly delayed by winter weather, but we’ll have promotable volumes at retail.”

The company plans to launch a new organic raspberry variety, 2933, in May.

Well-Pict grows in California, Florida and Mexico. The company will be at booth 404 March 3 at the Southeast Produce Council Expo in Tampa, Fla.