To many consumers, cherry season equates to summer.
No fruit or vegetable has as much success as a seasonal item as cherries, and marketers are eager to play up its seasonal attraction.
Mike Preacher, director of marketing and customer relations for Domex Superfresh Growers, LLC, Yakima, WA, (BB #:113721) said retail customers promote cherries heavily in the season, and that has led to expanding its appeal.
“It’s reaching a broader base of people willing to spend money on cherries,” he said. “It’s more affordable.”
And most retailers promote cherries as a summer item.
“We hear from consumers ‘When do they start?’” he said. “People perceive that summer is here. The sales retailers capture is astounding these 3-4 months.”
Brianna Shales, communications manager for Stemilt Growers, LLC, Wenatchee, WA, (BB #:113654) also said many of the company’s retail customers promote seasonality. “We’ve been able to extend the season, but still it’s seasonal,” she said. “It has to be prominent in retail. Cherries should be a big part of that seasonal promotion.”
It’s no different for cherries coming from California, although the season starts earlier there.
“Cherries are one of the last commodities that are seasonal,” said Paul Poutre, sales manager for Delta Packing Company of Lodi, Inc., Lodi, CA. (BB #:113040) “It’s a big driver in the produce department.”
While retailers may promote cherries as a seasonal item and have success, one marketer says no promotion will work well without high quality fruit.
Scott Brown, production manager for Morada Produce Company in Linden, CA, (BB #:170736) said consumer demand is always strong when growers can pack high quality cherries. “You need to stand behind your label with good quality,” he said. “It’s a tough commodity, and quality is the key.”
This is an excerpt from the most recent Produce Blueprints quarterly journal. Click here to read the full version.
