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In recent years, produce imports to the United States from the southern hemisphere made wintertime consumption common. Focusing on imports of fresh berries - strawberries, blueberries, blackberries and raspberries - this study asks what is the value to consumers of increasing the availability of berries in winter? The study adapts Hausman's new product introduction methods. The largest benefits were associated with initiating trade. Further increases suggest smaller benefits. Among the four berries, consumer benefits of initiating trade are largest for strawberries at $2.5 billion, over twice current expenditures. Further price reductions might generate further benefits of $520 million annually. [ABSTRACT FROM AUTHOR]