WENATCHEE, WA - Do you see that gleam? The shine on those cherries? That’s the beacon shoppers will be drawn to this summer. Washington cherries are on their way, and Stemilt is expecting a much greater volume this year.
“We’re very excited for the cherry crop this year,” said Vice President of Sales and Marketing Mike Taylor. “It should be a great season because cherry volumes will be much larger this year. The season is behind, so we’re expecting Washington cherries by June 15. This will shift sales dollars back on the calendar, but if you stay in it, you’ll see outstanding sales results.”
A steady supply of Stemilt’s Washington cherries is forecasted to make for promotional opportunities during peak volumes in July. The crop is expected to be 10 days later than last year, but if retailers hang on, they’ll see great success this season.
“The best advice I can give to retailers is to expand your cherry assortment, don’t miss any weeks, make a plan and adjust as necessary, and secure promotional spots,” said Taylor. “We are positive for July 4 promotions regardless of shipping locations. Dark sweet cherries, Rainier’s, Skylar Rae®, and organic cherries are promotable all of July. Our later-season A Half Mile Closer to the Moon® cherries should harvest in the early days of September this season.”
As noted in the release, there won’t be any gaps between the California and Washington state crops this season, providing consistent supplies. This will grant ample opportunity for retailers to reach new category top-line sales growth with Stemilt cherries. Focusing on a high-quality program is key to standing out from the competition and driving total produce sales, Taylor stated.
“Cherries are an impulse purchase, and quality drives repeat purchases,” said Taylor. “Kyle’s Pick® offers retailers with packages that were curated for quality and a promise to deliver a great eating experience. It helps set the stage for repeat purchases during the July peak, and late-season cherries in August.”
Stemilt’s Kyle’s Pick brand has also gone under a redesign, featuring eye-catching packaging that is filled with top-quality cherries from each day’s harvest that meets stringent firmness and sugar standards.
Taylor predicts more aggressive Cherry FOB prices this year, but strong enough to not create category deflation. The combination of increased supplies and steady availability will set the table for increased top-line sales numbers at retail. Using catch-weight bags sold by the pound with scale units will help during key promotion weeks in stores and online.
“I encourage you to celebrate National Rainier Cherry Day on July 11 because this will fall in perfect time during peak volumes,” says Taylor. “Consumer excitement is building, and we can’t wait to find success with retailers with great-tasting, big cherries this season that will deliver on our mission to delight consumers through excellence.”
For more cherry news, catch the latest releases with ANUK.
