Suzanne Wolter, director of marketing for Rainier Fruit Co. in Yakima, WA, said retailers can expect to see the kind of cherry crop from the Pacific Northwest that will enable them to promote the fruit at least once prior to the July 4 holiday, if not twice depending upon distance from Washington. “Information to date indicates very little, if any, overlap between California cherries and the start of Northwest crop,” she told The Produce News. “Retailers and growers alike will be scrambling to satisfy early demand.”

Washington’s producers have added both early- and late-season varieties to the mix.

“Despite the growing importance that cherries play within the produce department during August, not all retailers have adjusted to the increased season length,” she said. “Retailers with the most successfully executed strategy maximized sales to the very end instead of prematurely phasing out cherries from the product department to make way for other summer fruit categories. There is an opportunity to change the retail mindset to align with the new reality that late season is as important, if not more important, than peak cherry season. By adjusting late season target revenue goals up, retailers can reset their expectations and practices towards meeting those goals.”

Looking at the current production season, Wolter said the crop is progressing very well.

The company markets cherries both domestically and offshore. “We’ll have sustained volume throughout the entire month of July setting the stage for a month-long cherry feature,” she said.

Rainier grows and markets both conventional and organic cherries. “Our organic production took a big hit last year due to all the weather issues,” she said. “So this year’s volume is expected to be double last year’s. That being said our organic volume represents less than 10 percent of our overall production. What’s different is the increased interest in organic cherries this year. In the past, organic cherries have been a push with few customers wanting to handle this perishable and often very expensive seasonal item. Demand is certainly much stronger across the board.”

Dark sweet varieties are a mainstay, but Rainier cherry production continues to grow. “We purchased early season acreage late winter which will significantly increase the volume of early to mid-June fruit we have available,” she said. “This is particularly beneficial to our partners looking to promote cherries prior to the Fourth. The block is a prime growing district, securing our continued commitment as a leader in the Northwest cherry industry.”