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merchandising review cherries
cherry and Bing cherry at the same time, so you’re going to get the sweet, tart, complex flavor. It looks like a Rainier, but with a lot of red color.”
NEW INNOVATIONS IN PACKAGING
One factor that could help sell more cher- ries is new innovations related to packaging. Pepperl says cherries are now being sold in pouch bags made of high-quality plastics featuring impressive graphics. And although clamshell-packaged cherries are growing, the next evolution will come with alternative packaging, such as top seal, flow wrap and possible cardboard or paper-based materials.
“Stemilt is on the forefront of packaging development and is working on a plastic alternative for at least 90 percent of the package,” he says.
Riggan also noted some key innovations in packaging.
“Top seal is something that a few ship- pers are looking at, and which replaces the lid of a clamshell, so there’s a savings of maybe anywhere between a low of 20 to 30 percent in packaging,” he says.
He also pointed out the benefits of peel and reseal, which he called a great option because it is stable and ships well.
MARKETING MATTERS
Pepperl says the best way to market the majority of dark sweet cherries is by describing them as... well, “dark, sweet, cher- ries,” because they sell themselves in many ways. He also says Stemilt offers programs that are driven by geography and quality.
“We have a late-season crop in California
in June called 5 River Islands, which are Lapin cherries farmed in the Delta region of California among many rivers and islands,” he says. “This is heritage land that grows incredibly large, great-quality cherries. We have a brand and a logo to promote this district to quality partnered retailers.”
The company also has a July program,
n DRIED CHERRIES YEAR-ROUND
Jeff Manning is a renowned marketing expert who specializes in promoting food and beverage plans. He is best known for helping to create the iconic “Got Milk?” campaign, and is now the owner of Got Manning?, a consulting firm based in Orinda, CA.
Manning’s work with cher- ries involves processed cherries. “These are basically non-perish- able and sold dried, frozen, canned and as juice concentrate,” says Manning, adding that they are “by far” the fastest-growing segment. “The vast majority of domestic dried cherries are of the Montmo- rency variety,” he says. “This fruit is bright red and quite tart. They are often referred to as tart or sour cherries.” He notes that for decades, tart cher- ries were mostly canned and frozen for pie filling, and then things changed. “Around 12 years ago the industry launched a marketing program — led by CMI, or the Cherry Marketing Insti- tute — designed to transform the
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strongly, and all signs point to a continued uptick. And customers are finding lots of uses for these tasty and healthy fruits.
“The primary consumer use of tart cherries is as a snack, alone or combined with nuts,” says Manning. “However, Montmorency tarts are used extensively in salads, on yogurt, with [ready to eat] cereal and in sauces.”
When it comes to dried cherries, Manning says produce executives are recognizing the sales potential by marketing dried fruits in their departments 12 months a year.
“While dried cranberries probably have the widest distribution, dried tart cher- ries are making inroads in the produce department” says Manning. “This makes great sense since they are linked by consumers to fresh cherries, require very little shelf space, are frequently used in green and fruit salads and generate high margins. Further, unlike the cran- berry industry, tart cherries are not dominated by one brand, but marketed by numerous, farm-based brands.” pb
Dried Cherries
image of tart cherries from pie fill to super fruit,” says Manning. “The CMI campaign has been very successful, driving a growth in dried cherries.”
One of the top selling points for Mont- morency cherries, according to Manning, is that they are available year-round.
“While crop sizes vary, there is always a consistent, ample supply,” he says. “For perspective, tart cherries are harvested in June and July and then very quickly processed. Michigan, Utah and Washington produce more than 90 percent of Montmorency cherries.”
According to Manning, sales for Mont- morency dried cherries are growing