WENATCHEE, WA – After an unusually late start to the season, consumers across the country are finally beginning to feel the heat. And with July just beginning, volumes are ramping up, and retailers are reaching the point where they should begin planning promotions around Rainier cherries. Thankfully, Stemilt Growers’ program and promotional advice is available as a starting place to build increased sales with this niche variety.
“It’s a big year for Rainiers with increased volumes and excellent qualities thus far,” noted Roger Pepperl, Marketing Director, in a company press release. “Now that Rainiers are coming into peak volumes, it’s time to promote heavily to capture sales.”
According to its press release, Stemilt was the first grower to introduce Rainier cherries on a large scale. Rainiers were—and still are—a pollinizer for many cherry varieties, but Tom Mathison, the late founder of Stemilt, decided to grow Rainiers on a larger scale to give consumers more options from the dark-sweet varieties.
“Tom set Stemilt up to be the leader of the Rainier category,” said Pepperl. “And today, Stemilt is growing impeccable Rainiers. As they are naturally larger than dark-sweets, the Rainier’s being packed are beautifully colored, full of sugars, making them incredibly large and very sweet, while still maintaining a nice firmness.”
Pepperl also noted that retailers should push advertisements for large-sized Rainiers during the first three weeks of July to maximize sales volumes and hit peak promotions. Running advertisements back-to-back-to-back, he suggested, will benefit retailers, as they will be able to move good volume and make a solid profit. And retailers should also focus on National Rainier Cherry Day, July 11th, with special advertisements to recognize the popular cherry variety. Pop-up display bins in busy areas, featuring both dark-sweet and Rainier cherries, are a great way to encourage impulse buys, the company also suggested.
“Rainier cherries are a fan favorite,” Pepperl said. “Retailers need to capitalize these first three weeks of July to boost sales and the position of this high-ring cherry. Use quality first to encourage consumers to make those impulse purchases.”
Stemilt’s Rainier cherries are available in a variety of packages—including clamshells and pouch bags. And Artisan Organics™ Rainier cherries will also have good supplies in July.
“Rainier cherries require extra care and commitment on both the farming and packing side. They are delicate, and need to be treated as such throughout the field to store process. Stemilt’s long-time leadership in Rainiers has given us the edge to do all that it takes to grow great Rainiers,” said Pepperl.
Rainier cherries are picked and gently placed in lugs, then hydrocooled on-site at the farm, to improve overall quality and extend shelf-life, before making the journey back to the company’s Olds Station facility to be packed and shipped.
Using the company’s state-of-the-art packing line and optical electronic sizer and sorter, Stemilt is able to efficiently yet gently move its Rainier cherries. The 24-lane hybrid line, located at Stemilt’s Olds Station facility, was unveiled last year and is specifically designed to handle yellow-hued cherries.
“July is a pivotal month for cherry sales,” Pepperl concluded. “We advise that retailers waste no time and start the attack on advertisements early. With great planning and execution, this will be a big month for both Stemilt and for the retailer.”
For more on this and other ways retailers can capitalize on cherries this season, stay tuned to AndNowUKnow.
