Michael Jameson of Morada Produce provided an analysis of California's cherry season. With over 37 seasons of experience, Jameson discussed yield drops, extreme weather, technology, and future marketing requirements.
"The crop was just under 4.8 million cartons, nearly half of what we saw the previous two years," said Jameson, showing a stark difference compared to 2023's 10.1 million and 2024's 9.5 million carton crops. Several factors led to the reduced volume, such as excessive heat in late July and early August affecting cell division in cherry trees, poor pollination due to bad weather during bloom, and tree fatigue after consecutive high-yield seasons. Despite these issues, quality was maintained, and strong demand caused prices to rise.
Technology plays a crucial role with optical sorters that take 36 images per cherry, grading by internal and external quality. Jameson stated, "Our ability to deliver uniform, high-quality fruit is better than ever," emphasizing the importance of consistency for global competitiveness. Export markets like Japan, Korea, and Canada remain important for California's cherry markets.
California cherries appear between mid-April and mid-June, before Northwest and international competitors. "Retailers invested in the California cherry program despite high prices," said Jameson, indicating how cherries attract store traffic and sales of other items.
Jameson, who also serves as Vice President of the California Cherry Board, identifies domestic marketing as the next step. "We've done great work internationally, but now we need to boost domestic promotions, increase awareness, and highlight the amazing health benefits of cherries," he stated. Cherries, rich in antioxidants, melatonin, and vitamins, are a health resource.
Source: AgNet West
