Grower Direct says quality and volume of California cherries to follow late season start

The California cherry crop is still a few weeks away from its expected seasonal start date and promotional window. Jim Hanson, managing member at Grower Direct, cautioned that early California promotions may not be ideal due to the lack of volume out of the early districts, but the quality and volume will be there as the season progresses.

“That’s the message we have to get out to retailers,” said Hanson, an industry vet in the California cherry scene, who expects a typical, albeit later start to its season beginning the first week of May. According to Hanson, retailers should expect a promotional window running May 15 to June 16, with a large portion of the California crop expected to be harvested during the month of June.

Grower Direct headquartered in Stockton, CA has a wide operational footprint with acreage as far south as Arvin and Bakersfield, up through Stockton, Linden and Lodi, then running west to the Morgan Hill and Gilroy area. Finally overlapping the end of the California season with the beginning of seasonal cherry operations out of Yakima, Washington. 

“Once we get going, we won’t really see a break at all,” said Hanson. Grower Direct hopes June to be a big month for its California offerings but emphasized its Washington acreage adds flexibility to its portfolio. Hanson said, “If we can’t cover things in California, we’re able to dovetail well into the Northwest to cover things.” 

The ramp up on cherries will be gradual, explained Hanson, who expects things to get going in the the Stockton, Linden, Lodi area around May 20. It’s not an early crop, but Hanson said there will be opportunities, particularly the last week of May through the first two weeks of June. 

Hanson, like others, has his sights set on July 4, as the cool spring in the Northwest has had cherries trending towards a mid-June start date. He notes that California should have volume by the third week of June, which could provide a timely boost for the holiday.

Overall, Hanson expects California to yield between 8 and 9 million boxes, presenting good size profile with plenty of large fruit. This is beneficial for all involved, as it will provide a harvest that is neither record-breaking nor down like last year’s. 

Although it’s too soon to conclusively evaluate California’s Bing crop, Coral appears to be highly promotable, with the majority of its volume originating from Stockton, Linden and Lodi area. Hanson has traced Coral’s volume throughout every district, a definitive factor lending to its number one ranking in the state by volume.

Then, we talked weather, a trending topic these days for Californians, and a subject of which Hanson is positive. “In the north, Mother Nature has handed us nearly 30-inches of rain since Jan.  1, and double the amount of rain they see in districts to the south.” The recent rainfall has been a much-welcomed victory for California, which has long been plagued by drought. Despite this positive development, as Hanson reminded us, “We’ve needed the water, but now we need to see some days above 80 degrees.”

Despite the potential impacts of wind and heat, this year’s crop has fared well, avoiding major freeze damage; it boasts plenty of buds and dormancy. Hanson said, “Cherries certainly is that crop where you truly don’t know, and you can’t call the game until it’s in the box.”

Lastly, Hanson message to retailers highlighted consistent quality, the ability delivers problem free arrivals, and consumers. Hanson said, “Nowadays everyone has electronic sorting, which is good is good for the industry, because the consumer is getting a better experience.” This positive outcome leads consumers to repurchasing, creating a compelling feedback loop and collective life for California cherries.