“We are always looking for new ways to strengthen our brand and maximize grower returns,” says Rick Chong with Sutherland, S.A. “The other day, Clive Sutherland and I were chatting about the price of gold and how it might impact the value of the US dollar this season. Suddenly, the idea of golden cherry boxes popped into my head,” Chong said. Typically, a box of cherries in China can sell for several hundred US dollars. Employers, friends and families often purchase cherries as gifts for special occasions like Autumn Moon Festival and Chinese New Year.
Photo: 1 kg. box for the gold cherry gift box
The Chinese love gold
“In addition, the Chinese love gold. It is a passion as deeply ingrained as their ancestral roots,” continued Chong. Gold is usually given at major celebrations such as weddings, graduations, births, anniversaries and birthdays. The wealthy will give prestigious gifts to good friends, family and employees for a job well done.
“We want to be known for having the best cherries in the world and were looking for a product that offers that value and prestige. We feel that this limited-edition gift box of high-quality cherries that includes a 1 oz. x 24 karat gold cherry offers just that.” It combines the importance of fresh fruit and gold in one product.
Available online during the month of June
Hong Kong, China, Singapore and Dubai will be the company’s first target markets. “Sutherland S.A. will be testing several markets this year and will work with online merchants through direct-to-consumer websites. The gift boxes will be available in June, for a time frame of four weeks.
“With this product, we are targeting an extreme niche market. Despite a sales price of $1,888 for a 1 kg. gift box, interest has started out strong,” concluded Chong.
For more information:
Rick Chong
Sutherland S.A. Produce
USA (+1) 509-423-7385
Canada (+1) 403-616-1977
