Virginia consumers are increasingly interested in purchasing locally grown berries such as strawberries, blueberries, raspberries, and blackberries. This demand has piqued Virginia growers’ interest in berry crops as a potential specialty product. Nearly two-thirds of Virginia’s berry crop producers sell through direct markets such as pick-your-own operations, roadside stands, farmers markets, and Community Supported Agriculture (CSA) programs. Some producers are also interested in selling to alternative markets such as supermarkets. This publication assesses the potential demand for berry crops among supermarkets in Virginia and examines the requirements producers must adhere to in order to successfully sell to supermarkets.