Retailers can expect “much more” promotable volumes of cherries this season, says Wenatchee, Wash.-based Stemilt Growers, a Mathison family-owned and -operated grower, packer and shipper of tree fruit.
The grower expects a steady supply of its Washington cherries will make opportunity for promotion during peak volumes in July, Stemilt Sales and Marketing Vice President Mike Taylor said in a news release.
The crop will be 10 days later than it was around this time in 2022, but if retailers hang on, they'll see great success this season, he said.
“It should be a great season, because cherry volumes will be much larger this year,” Taylor said. “The season is behind, so we're expecting Washington cherries by June 15. This will shift sales dollars back on the calendar, but if you stay in it, you'll see outstanding sales results.”
Recent cherry crops
The last two crops of cherries experienced several weather challenges, from record-breaking cold springs to record-breaking hot summers. This resulted in decreased volumes and hindered quality.
There won't be any gaps between the California and Washington state crops this season, providing consistent supplies, according to the release. This will grant ample opportunity for retailers to reach new category top-line sales growth.
Related: Stemilt Growers preparing for big cherry volume in Washington
“The best advice I can give to retailers is to expand your cherry assortment, don't miss any weeks, make a plan and adjust as necessary, and secure promotional spots,” Taylor said. “We are positive for July 4 promotions, regardless of shipping locations.”
Dark sweet cherries, rainier, Skylar Rae and organic cherries are promotable for all of July, he said. Stemilt's later-season A Half Mile Closer to the Moon cherries should harvest in the early days of September.
(Photo: Courtesy of Stemilt)
Impulse buys, prices, packaging
The July cherry promotion timing also aligns with Stemilt's Kyle's Pick brand. This recently redesigned brand features eye-catching packaging filled with cherries from each day's harvest that must meet stringent firmness and sugar standards, according to the release.
“Cherries are an impulse purchase, and quality drives repeat purchases,” Taylor said. Kyle's Pick can offer retailers packages curated for quality and a great eating experience, setting the stage for repeat purchases during the July peak and late-season cherries in August, the release said.
Taylor predicted more aggressive cherry fob prices this year, but strong enough to not create category deflation. The combination of increased supplies and steady availability will set the table for increased top-line sales numbers at retail, according to the release.
Learn on PMG: All about cherries, the commodity
Using catch-weight bags sold by the pound with scale units will help during key promotion weeks, Taylor said. Top-seal and 3-pound clamshell packages are also useful tools for selling by the unit and for online shopping.
“I encourage you to celebrate National Rainier Cherry Day on July 11, because this will fall in perfect time during peak volumes,” Taylor said.
(Photo: Courtesy of Stemilt)