The rise of online grocery ordering has not gone unnoticed by Northwest cherry growers.
In general, the cherry category is behind the e-commerce trend, said Dan Davis, director of business development for Oneonta Starr Ranch Growers, Wenatchee, Wash. “Being seasonal, it makes it more difficult to make those changes in short order,” he said.
Related: Northwest cherry growers look for strong crop
In fact, the industry focused its efforts in getting Northwest cherries on every retail online ordering landing page, said B.J. Thurlby, president of Northwest Cherry Growers, Yakima, Wash. “We are also focusing on health messages for sweet cherries ... super fruit that reduces inflammation and boosts the immune system,” he said.
E-commerce has definitely changed the focus of some retailers, said Jon Bailey, director of the cherry category for The Oppenheimer Group, Vancouver, British Columbia. “Because cherries are not typically on someone's shopping list, we need to be creative in how we reach an online shopper,” Bailey said. “The key is making them aware that cherries are available.”
Related: Cherries: 2020 rewind and 2021 marketing outlook
E-commerce has the industry considering expansion of closed packages such as clamshells to serve growing market opportunity, said Laurel Van Dam, director of media relations for BC Tree Fruits, Kelowna, B.C.
Photo courtesy Sage Fruit.
With the growth of e-commerce, Sage Fruit has seen an increased interest in top-seal packaging, said Chuck Sinks, president of sales and marketing for the Yakima-based company. “With the top seal, consumers know the exact weight they are getting, and being sealed, there's less of a chance that others have touched the product,” Sinks said. “The growth of e-commerce has definitely changed the way we market. We work with more digital experts at the different retailers that we service to get them the correct materials and messages to promote cherries online.” Online promotion created more of a splash in 2020, Sinks said. “In 2020, cherries, like all produce, were very heavily promoted through digital platforms from social media, to coupons, to online shopping sites,” he said. “With people making their way back into stores, we're likely to see more bold displays in 2021. However, cherries will likely still be very heavily promoted digitally. Cherries hold numerous health benefits, which will be a key focus in marketing messages this year.”
Related: Suppliers share optimism about Northwest cherries
Over time, e-commerce is changing how consumers buy food, said Brianna Shales, director of marketing for Stemilt Growers, Wenatchee. “It's important that retailers and suppliers work in concert to communicate the availability of cherries online because they are a seasonal item,” Shales said.
Greater consumer use of online shopping means that the industry needs to recreate impulse purchasing for e-commerce as well, said Catherine Gipe-Stewart, communications manager for Domex Superfresh Growers, Yakima. “Online promotions, digital ads, and more influencer support will be vital for the continued success as e-commerce becomes more common.”