Cherry volume is up from a year ago. "At this time last year, we had shipped 2,789,019 boxes of 20 lb. equivalents. As of 6/19, we have shipped 3,683,003 boxes," says Karley Lange, director domestic promotions for Northwest Cherry Growers, adding that right now, it is shipping over 400,000 boxes of cherries a day.
The promising start to the season also saw volume ramp up very quickly. "The cherry season starts depending on Mother Nature and the type of winter and spring here in the Northwest. However, the June 1st start time is ideal timing for Northwest cherry growers, which is when this season started as well as 2024," says Lange.
At this point, all growing regions in the Northwest have started or will be starting very shortly. For Northwest Cherry Growers, it has growing regions for its dark sweet cherries and yellow/Rainier cherries in Washington, Oregon, Idaho, Utah and Montana. Meanwhile California finished as of June 15 with a season total of about 4.8 million boxes of 18 lb. equivalents.
Promotions needed for movement
As for demand, it is increasing, particularly as consumers realize that the Northwest cherry season has begun. "Promotions and ads will help increase the demand and drive repeat purchases for these customers," says Lange, who adds that she sees cherry consumption continuing to grow. This is particularly so as consumers are eating healthier and opting for items with a healthy association, including cherries, which contain high antioxidants. "We are spreading this health message to encourage consumers to eat more cherries, and we're showing them new and interesting ways to incorporate cherries into their diet. Also, consumers need to understand how they can enjoy cherries year-round by freezing, drying, or even juicing and pickling them."
So, where is all of this leaving pricing? Retailer pricing is starting to come down as Northwest ads increase. "A few weeks ago, the price was extremely high for cherries and not favorable for moving volume. It's a tough balance. Both the grower and the retailer need to make money out of the deal, so it's about finding that happy medium where it's a win for everyone," says Lange.
Looking ahead, with plenty of cherry volume available worldwide, that volume isn't expected to slow down. Lange expects a solid season ahead. "This year, we will have fruit into late August, and we need the promotions to support it," Lange says, adding that what is challenging the season is the uncertainty around tariffs, given that 30-32 percent of its cherries are exported.
For more information:
Karley Lange
Northwest Cherry Growers
Tel: +1 (509) 453-4837
[email protected]
https://www.nwcherries.com/