1 million boxes of Rainier shipped to date

Through June 22nd, the Northwest cherry industry has shipped just over 9 million 20-pound boxes. Despite many growers picking out light on all varieties up to this point, current shipments put the total crop on a path to finish June close to the pre-season industry estimate. The first Skeenas and Lapins have shipped in the past week. Despite the increasing volume, consumer attention, labor shortages and increased repeat purchases at retail have not created a full pipeline. Growers and packers continue to work around the clock to keep the momentum going.

Certainly the stars of the week are the retailers. Though this has certainly not been the easiest start to harvest, retailers have continued to see the promise in great cherry promotions and have maintained their focus despite the challenges. "We look forward to getting into more varieties over the coming week, as we climb out of the projected dip in variety availability. We expect solid picking to continue in earnest for at least the next 3 weeks, with many later growers continuing even after that point."

The Rainier crop is shipping in earnest, with near 1 million boxes shipped to date. "At 8 percent of the total shipped crop to date, that puts the 2015 yellow cherry crop in line with historical percentages despite the fact that we've shipped 450,000 more boxes to date than last year's previous record. That's an 89% increase year over year in this window." For the yellow cherries increased to 2,480 stores this week, from comparatively none the week prior and even fewer (<100) the year prior. They are averaging $4.47 on ad, but the common shelf price is higher with Northwest Cherry Field Representatives reporting many Rainier prices in the $5.99 to $6.99 per pound. "The Rainier category is an untapped opportunity for increased incremental dollars for the produce department."

With Father’s Day behind us, the nation’s biggest produce holiday of the year is next up in focus. "Northwest Cherries are the Number-One-Dollar-Per-Square-Foot item in stores, and their impulse purchase rate of greater than 50% make them a lucrative item for in-store displays. With this year's great eating quality and quick moving season, back to back promotions will be key to capturing Holiday and post-Holiday resupply sales."

"Even with strong demand and shortened supply, retail support and consumer demand have kept the Northwest Cherry banner held high. Cherries make up 13,600 ads this week, or 8% percent of all fruit ads, which is also 30% more than last year. This week’s ad totals are ahead of strawberries, cane berries, watermelon, all stone fruit and tied with blueberries. However, the reality of the 2015 season’s volume is apparent in the weekly decrease of ad numbers compared to those scheduled pre-season. From last week, total cherry ads have fallen by 700 stores and the price has dropped $0.28 to an average of $3.02 per pound. Grapes, where consumers tend to switch to-and-from for the cherry category, are nearly double the real estate at 15% of all fruit ads this week, though no single variety (red, white, black) is greater than red cherries."

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