WENATCHEE, WA - The sweetest summer, from sales to consumption, comes with a cherry on top. Thankfully, we are approaching a promising peak in the cherry season. While the market is still in swing, CMI Orchards is forecasting great size and quality fruit.
“Buyers should be looking out for great quality and promotable supply on the way. Summer is in full swing; the seasonal excitement that cherries inspire year over year means our volume is lining up perfectly with summer holidays and traditions,” Joel Hewitt, Vice President of Sales, shared. “With California’s crop ending earlier than anticipated, and our harvest timing slowing from recent cold weather, this season is keeping us guessing all season long! The market hasn’t really settled yet, but cherries are performing very well, and all of Washington is working to keep up with the pace. We’re seeing consistent increases in volumes coming from the field every day, and we’re about to hit our stride as we enter the peak harvest window.”
In fact, as we recently reported, high-demand varieties like Skylar Rae® cherries are already in full swing. As we look at what is to come compared to challenges faced last summer, Joel pointed out that volatility is one of the only things certain about the cherry season, but that is part of the excitement!
“Last year, hiccups like the overlap with the California cherry season and the compression of the crop were definitely obstacles, but we had one of the best eating crops we could ask for and great volume. Each season is dynamic and complex for different reasons, and it’s difficult to compare seasons due to all the variables,” he said. “This year, while timing has been a big factor—the recent cold weather has slowed things down—volume and quality are meeting and exceeding our expectations.”
Rochelle Bohm, Vice President of Marketing, agreed with Joel, sharing how CMI is seeing great size, great condition, and fantastic eating fruit across the board.
“Despite unpredictable elements like weather, our experienced growers adeptly manage these variables and turn challenges into opportunities—no matter what Mother Nature throws their way! This is a crucial time of year to maintain momentum and see incremental sales carrying the produce aisle throughout the rest of the year, even after summer has passed,” she advised. “American Dream offers a way for retailers to create those multiple in-store promotional destinations, drum up excitement with the patriotic holidays upcoming, as well as get a boost in incremental sales throughout the rest of the year.”
This is incredibly bolstered by the expansion of cherry choices, she told me, explaining how, for a long while, there were only two kinds of cherries on the shelf—Red and Rainier.
“Now, specialty cherries are gaining traction, with high-flavor options like our Skylar Rae and Strawberry cherries,” Rochelle said, adding that the former had been recently added to their organic options alongside Red and Rainier cherries. “Skylar Rae are eagerly anticipated each season, and quite possibly The Sweetest Cherries You’ll Ever Eat!™, standing out with supreme sweetness and a sublime crunchy texture.”
Another exciting offering, Strawberry cherries, boast a striking appearance with freckled, ruby-red exteriors and creamy white interiors. Their larger size, which Rochelle shared is a result of lighter tree volume, ensures they stand out prominently on store shelves. With a hint of strawberry sweetness, expect a “very berry cherry™” CMI experts promise.
With increasing choices, and therefore promotional opportunities, in this ever dynamic category, AndNowUKnow will continue to keep you informed as the season progresses.
