“July will be a big month with promotable cherry volumes, and can be made even bigger with Kyle’s Pick™ cherries,” said Roger Pepperl, marketing director at Stemilt. “Kyle’s Pick™ is a premium cherry program where we reserve the best varieties, largest sized fruit, and dessert flavors for specially marked packs to leverage impulse sales during this important promotion time.” Kyle’s Pick™ cherries will be available as of the second week of July.
Stemilt’s cherry king, Kyle Mathison, is a fourth-generation grower who dedicates his time to find and grow the best varieties from around the world. Premium varieties like Skeena and Sweetheart along with Bing from the renowned Stemilt Hill locale, can all be found in the Kyle’s Pick™ program. Skeena, a variety that originated in Canada is a luxurious cherry, with big sizes, extreme firmness and an explosive flavor that will play a large part in Kyle’s Pick™ packs. Pepperl encourages retailers to push advertisements and promotions around big cherries with exceptional flavors to bolster impulse buys.
Impulse buy
“Cherries are primarily an impulse buy,” states Pepperl. “Retailers need to supply big and beautiful looking cherries that capture the attention of the consumer.” Pepperl also recommends that retailers promote Kyle’s Pick™ cherries through large displays in areas of heavy traffic that will increase impulse purchases. Pop-up display bins can be used to build large displays, or for a secondary display location.
Sharing the flavor promise and Kyle’s passion with shoppers via the Kyle’s Pick™ program is another way to successfully merchandise cherries in July. According to a recent survey, nearly 60% of consumers said that they did not know enough about their food and that it is difficult to find out information about how food is grown, processed, transported and sold.
The Mathison family has been growing cherries on Stemilt Hill for over 100 years, and Kyle’s been leading Stemilt Hill cherry harvest for more than four decades. Stemilt Hill’s growing conditions help contribute to the high quality of Kyle’s Pick™ cherries. The region’s microclimate protects the cherries from heat during the summer days while cool night air allows cherries a break to reenergize and gain full luster and sugars. The volcanic soils within this microclimate possess rich, unique nutrients that feed the trees and provide strength.
Pouch bags and clamshells
Stemilt will harvest and pack Kyle’s Pick™ cherries in both pouch bags and clamshells through mid-August, until the company transitions to its high-elevation locales and unique A Half Mile Closer to the Moon™ cherry program. With more selling weeks in this cherry season than the last due to a lack of compression among varieties and growing districts, it’s important the retailers plan promotions for cherries all July and well into August.
“Retailers who build momentum with Kyle’s Pick™ in July and then follow up with Moon cherry promotions in August will see great cherry category results, which is vital given that these seasonal fruits contribute 3.5 percent of total produce dollars all year,” said Pepperl.
For more information:
Brianna Shales
Stemilt Growers
Tel: 509-662-9667