The 2016 Northwest Cherry crop is estimated at approximately 20 million boxes, slightly more than last year’s crop of 19.3 million boxes. The crop will peak on larger sizes, providing retailers terrific promotional opportunities and customers a great eating experience. The first days of harvest are estimated for the last week of May. Volume will occur in June and July, with almost 98% of the crops total volume available during this time. The balance will be split between May and August.
It is important to note that there will be ad opportunities in early June, increasing with significant volumes beginning the week of June 15th through the later part of July. Successful retailers have found that they can maximize late season dollar sales by promoting every week in July. Studies have concluded that stores earn up to an additional $17,000 with late-season cherry sales alone.
“Cherries are an integral part of the fruit category, controlling nearly 7% of category dollars from June through August”, states Howard Nager, vice president of marketing at Domex Superfresh Growers. “It is the #1 dollar per square foot item in July in the entire produce department. Dark sweet cherries make up the largest portion of the cherry crop, but there are also Rainier cherries as well as organics. These all can be promoted and merchandised together to create a more impactful display. Impulse purchases of cherries make up approximately 53% of consumer purchases, “added Nager.
With cherries signaling the start of the summer season, their taste and enjoyment can be experienced for only a few months. Sales need to be maximized in both June and July. Promotions should be targeted with a combination of front page, back page and in-store features. In fact, this year would be ideal to run the Rainier variety side-by-side with the Dark Sweet promotions for holidays like Canada Day and the 4th of July.
There are a number of key attributes to having a successful Northwest Cherry selling season. First and foremost is to insure that cherries have as much shelf space as possible. Visibility of the fruit is critical to capture and maximize sales. Secondary displays are also beneficial, especially when you are able to display product outside of the produce department. Results have shown 14% lift in volume and more than a 22% increase in sales dollars.
Domex Superfresh Growers will also bring back its highly successful social media sweepstakes, “Sweeten up your Summer”. This will be the third season for this popular activity, which has garnered almost 50 million impressions. Consumers are asked to post a photo of their favorite cherry usage idea, recipe or fun activity tagging either our Instagram, Facebook, Twitter and Pinterest accounts using the hashtag #eatcherries. Consumers have the opportunity to win gift cards of $1000, $500 or $250. Social media content, posts, blogs, tweets, recipes and more can be obtained by contacting the sales team in the Yakima office.
For more information:
Howard Nager
Domex Superfresh Growers
+1 509 966 1814