TRAVERSE CITY, MI - As a kickoff to National Cherry Month, the U.S. tart cherry industry is launching a bold new effort to capitalize on the growing demand for U.S.-grown Montmorency tart cherries.

Over the past year, the tart cherry industry has accelerated efforts to modernize how U.S.-grown tart cherries show up in the marketplace — from how it communicates value to how it protects identity and return on promotion. That forward motion is now translating into a series of new initiatives designed to increase consumer awareness, strengthen grower returns, and sharpen how U.S.-grown Montmorency tart cherries are represented in the marketplace.

From Strategy to Action

One of the most visible initiatives underway is the development of True Tart, a new industry-owned certification mark planned for availability this summer. Announced now as part of a broader momentum story, the program reflects how the industry is translating strategy into action.

“Our industry is moving with intention,” said Amy Cohn, president, U.S. Tart Cherry Industry, in the recent release. “When buyers and consumers see the True Tart mark on packaging, they’ll know the product contains authentic U.S.-grown Montmorency tart cherries. It makes authenticity unmistakable in the marketplace.”

The True Tart certification mark will appear directly on product packaging, giving buyers and consumers a clear signal that the product contains authentic U.S.-grown Montmorency tart cherries. Products with True Tart on the label will help consumers, buyers, registered dietitians, etc., differentiate U.S.-grown Montmorency tart cherries products from imports and non-Montmorency cherry products.

A Specialty Crop Building for the Future

While True Tart will be available for use later this summer, its announcement signals something larger: an industry investing in coordinated tools, fresh thinking and long-term value creation. The certification program represents one tactic within a broader strategy focused on strengthening grower returns and sharpening how this specialty crop shows up in the marketplace.

“We believe programs like this can become meaningful drivers of growth and profitability,” said Cohn. “More importantly, they reflect an industry that is aligned, proactive and committed to shaping its future.”

The U.S. tart cherry industry has long invested in building demand. Today, the industry is reaffirming that commitment with greater focus and sharper tools — pairing demand generation with initiatives designed to reinforce cultural relevance and credibility. Through consumer education, partnerships with dietitians, sustained earned media and national marketing campaigns, the industry will lean into tart cherries’ bold flavor and reinforce the growing body of research supporting U.S.-grown Montmorency tart cherries.

The industry knows that investing in demand works. A third-party economic review commissioned by the Cherry Industry Administrative Board (CIAB) evaluated domestic marketing and promotion efforts from 2020 to 2024 and found that every $1 invested in promotion returned approximately $3 in net grower revenue, delivering a measurable benefit-cost ratio of 2.98. In a marketplace shaped by rising costs, supply shifts, and continued import pressure, those results underscore the role of promotion as a strategic tool that delivers tangible value.

Building on that proven foundation, initiatives like True Tart represent the next step — ensuring that as demand continues to grow, the value created remains clearly connected to authentic U.S.-grown Montmorency tart cherries. As planning continues, CIAB will share additional details about True Tart and other initiatives as they roll out in the months ahead.

WENATCHEE, WA - CMI Orchards continues to lead the pear category with a disciplined, grower-first approach that delivers seamless seasonal transitions, consistent eating quality, and year-round confidence for retail partners. Central to that strategy is a carefully managed import program that extends the Bartlett (William) pear season beyond the domestic window while keeping domestic growers and long-term category health at the forefront.

As the U.S. Bartlett season comes to a close in early spring, CMI will transition to imports to maintain shelf presence and consumer engagement. This continuity allows retailers to avoid gaps, protect shelf space, and deliver a consistent pear experience to shoppers.
 

“A well-timed import program is essential to maintaining momentum in the pear category,” said William Gant, Pear Manager at CMI Orchards, in the recent release. “Without it, retailers risk losing visibility and consumer confidence. Our goal is to ensure a smooth handoff that keeps pears front and center while protecting the value of domestic production.”

CMI works closely with the Kleppe Family from the Southern Hemisphere to bring Gaucho pears to the U.S. Market. The Kleppe Family shares CMI’s commitment to precision growing, disciplined harvest practices, and exceptional quality standards. This relationship ensures that imported Bartlett pears deliver the same flavor, texture, and eating experience consumers expect—without compromise.
 

“Our Southern Hemisphere partners grow pears with an incredible level of care and expertise,” Gant said. “Consumers are not trading down on flavor or quality when they purchase imported Bartletts. The eating experience remains consistent, which is critical to keeping shoppers engaged and loyal to the category.”

Imports are positioned as a complement—not a replacement—to domestic programs. This balanced approach allows CMI to support retailers year-round while maintaining a strong focus on domestic pear production, particularly Anjou and Bosc varieties. This season’s domestic Anjou and Bosc crop is significant, supported by strong yields and favorable sizing, and CMI remains committed to promoting these varieties throughout the year.

“Our domestic growers are the foundation of our pear business,” Gant added. “With Anjou and Bosc, we’re focused on year-round promotion and consistency, making sure our growers are prioritized and our retail partners have dependable programs they can build around.”

Across all pear programs, domestic and imported alike, CMI applies the same rigorous standards for quality, conditioning, and program discipline. This consistency enables retailers to plan confidently through seasonal transitions and reinforces trust in pears as a reliable, high-performing category.

“Strategic imports allow us to stabilize the category, not just fill a short-term gap,” said Gant. “By taking a long-term view and aligning closely with our growers and retail partners, we’re helping ensure pears remain relevant, exciting, and dependable for consumers all year long.”

MILLEN, GA - The Southeast Produce Council is proud to announce the recipients of the 2026 Vorhees Vision Scholarship.

Established in honor of the late Terry L. Vorhees, founder and first Executive Director of SEPC, this scholarship recognizes outstanding young leaders who embody an entrepreneurial spirit while pursuing their educational goals. Terry’s vision helped shape SEPC into one of the most trusted and impactful organizations in the produce industry, and this scholarship continues his legacy by investing in the next generation.

SEPC scholarships are awarded to students who meet the eligibility requirement of having a parent or grandparent who is a corporate member in good standing with SEPC. “Member in good standing” means the company has been on the SEPC membership roster for at least 12 months and has personally attended at least one SEPC event within the past year.

Applicants must be graduating high school seniors or currently enrolled college students (freshman through senior year) and maintain a minimum GPA of 3.0. Selection is based on academic performance, letters of recommendation, leadership and community involvement, standardized test scores, and the strength and originality of the student essay.

SEPC’s Vorhees Vision Scholarship recipients will receive a one-time scholarship to their enrolling college or university.

• 1st place - $10,000
• 2nd place - $1,500
• 3rd place - $1,000

Congratulations to the 2026 Vorhees Vision Scholarship Recipients

• 1st Place - Carter Schwalls, Daughter of Jon Schwalls, Southern Valley Fruit & Vegetable
• 2nd Place - Johnathon Rocendo, Son of Mayra Arvizu, Mack Farms
• 3rd Place - Maxwell Masser, Son of David & Jamie Masser, Sterman Masser Inc.

For this year’s scholarship, students explored the future of agriculture and its vital role in feeding families across the nation. Applicants were asked to consider how farmers can continue to nourish communities while navigating modern challenges such as climate change, labor shortages, and market volatility. According to the recent release, essays highlighted the importance of innovation, sustainability, and strong community support systems in ensuring our food supply remains resilient and secure for generations to come.

To learn more about SEPC scholarship programs, upcoming events, and ways to get involved, visit www.seproducecouncil.com.

LOS ANGELES, CA - On Saturday, February 7th Wonderful® Pistachios went nuts as the Official Snack Nut of Sports Illustrated (SI) The Party Presented by DraftKings during Big Game Weekend. Wonderful Pistachios powered partygoers through the night as a craveable snack that doesn’t hold back on flavor or fun – delivering six grams of protein per serving to keep guests going between headlining performances from The Chainsmokers, Ludacris, DJ Irie & Xandra.

Living up to its role as The Don’t Hold Back Snack™, Wonderful Pistachios was served throughout the venue and prominently placed on VIP tables for the evening’s roster of athletes, celebrities, and cultural tastemakers. Equal parts tasty and healthy, Wonderful Pistachios was a staple for guests looking to indulge without slowing down during one of Big Game Weekend’s most premier parties.

Adding to the spectacle was the Big Game debut of Wonderful Pistachios’ newest personality: Pete Stachio. The brand’s first-ever “spokesnut,” Pete partied in true VIP fashion—walking the red carpet, dancing alongside attendees, and posing for countless photos with fans and celebrities alike. With his lovable personality and undeniable charisma, Pete brought the Wonderful Pistachios brand to life, becoming one of the night’s most photographed and talked-about guests.

Wonderful Pistachios also took center stage on the red carpet, where the brand’s logo was prominently featured on the official step-and-repeat. Talent, including Jon Hamm, Tiffany Haddish, and Ariana Madix paused for photos—some even joined by Pete himself—cementing the brand’s presence at one of Big Game Weekend’s most exclusive events.

Inside the venue, guests flocked to the Wonderful Pistachios photo booth, a social-media-ready experience that let partygoers feel like they were stepping onto the cover of Sports Illustrated. According to the recent release, the activation generated buzz throughout the night as attendees lined up to capture their own headline-worthy moment and a bag of No Shells pistachios.

From fueling the dance floor to owning the red carpet and creating unforgettable fan moments, Wonderful Pistachios delivered high-energy showing at SI The Party—proving that when it comes to Big Game Weekend, the best nights are powered by snacks that don’t hold back.

For more information, visit WonderfulPistachios.com, or Get Crackin’ with @wonderfulpistachios on Instagram, TikTok, and Facebook.

OXNARD, CA - Getting a clear picture of the global avocado market is easier with category captains like Westfalia Fruit. Wim Destoop, Chief Customer Officer, sat down with me to discuss the trends he’s seeing and how the supplier is positioning itself to address them.

“Future growth will increasingly be driven by quality, innovation, and trust, rather than by expanding volumes alone,” Wim began. “Consumers are moving from volume to value. Avocados are no longer a novelty; they are part of everyday diets, and expectations have risen accordingly. Shoppers want consistent eating quality and reliability, and they are increasingly willing to pay more for a premium experience when it genuinely delivers on taste and texture. Premiumisation is accelerating, particularly in Europe and the United Kingdom. Retailers are increasingly focused on propositions that grow value rather than simply driving volume.”

To this point, premium varieties, branded programs, and clearer quality segmentation are becoming essential to stand out on the shelf and build category worth, Wim explained, and sustainability and waste reduction have become distinct differentiators.

“Climate volatility, supply disruption, and retailer ESG commitments are forcing the industry to rethink how fruit is grown, stored, shipped, and ultimately used. Solutions that reduce waste, extend shelf-life, and maximise the value of the crop are now key drivers of competitiveness,” Wim explained. “Sustainability leadership further strengthens retailer propositions to consumers. Waste-to-value projects, reduced chemical use, and lower-impact packaging solutions help retailers meet their ESG commitments while maintaining product quality.”

Westfalia Fruit sees sustainability as the core of its business model; the company’s ‘Whole Tree’ approach maximizes the value of the entire avocado to reduce waste and drive innovative solutions within.

This has made Westfalia Fruit a formidable partner in the industry, offering solutions from genetics through post-harvest technology.

“We are a full-category avocado partner, not just a fruit supplier. By combining science, scale, and market insight, we can respond quickly to changing consumer expectations and deliver solutions that perform consistently across markets,” Wim emphasized. “Our focus is on helping retailers grow the category profitably and sustainably. Westfalia Fruit’s value proposition is about de-risking the category, unlocking premium value, and building long-term growth with our retail partners.”

For example, the unique GEM® variety helps retailers trade shoppers up, improve margins, and attract new consumers by offering a genuinely differentiated eating experience.

“In addition, we invest in supply chain innovation to reduce risk. Technologies that extend shelf-life, improve ripening accuracy, and reduce waste help retailers lower shrink, improve availability, and increase confidence in avocado performance, particularly during challenging supply periods,” Wim concluded. “Data, insight, and close collaboration are equally central to our approach. From predictive quality tools to sustainability innovation, we work closely with retail partners to tailor solutions to their needs, rather than offering one-size-fits-all products.”

For the latest news across fresh produce, keep reading us here at AndNowUKnow.

TRAVERSE CITY, MI - North Bay Produce's newly released RESERVE® organic blueberries are already earning produce aisle acclaim. This exclusive label uses only premium genetics to produce a superior taste and quality that keeps consumers coming back for more.

Here’s What’s in Store.

RESERVE blueberries provide consistency in flavor and sweetness, featuring varieties with crisp texture and a good crunch. At 18 millimeters or larger, they are uniform in size and appearance. RESERVE blueberries also have a longer shelf-life due to the special varieties offered under the brand. North Bay has stringent specifications for all RESERVE brand blueberries, ensuring a pleasurable eating experience every time.

These berries offer key advantages to the buy-side. The RESERVE blueberry program is an actively managed supply platform built around a package of varieties, services, quality assurance, and supply chain coordination to serve the premium fruit sector. Defined volumes are organized and managed for major markets across the world such as: North America, South America, Europe, Africa, and Asia. This robust network ensures a premium product 52 weeks a year.

Bring luxury to your produce department with North Bay Produce RESERVE organic blueberries.

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