With Northwest cherry volume expected to hit one of its highest levels in the past decade, FirstFruits Farms is entering the 2025 season with confidence and strategic focus. From expanded growing regions to vibrant consumer-facing campaigns, the company is set to help retailers maximize the high-value cherry category during peak summer weeks.

Target has made a number of changes across its executive leadership team and established a multi-year Enterprise Acceleration Office to position the company to deliver faster progress on its roadmap for growth. Michael Fiddelke, chief operating officer, will oversee this effort to improve how functions work together to advance key priorities, ranging from simplifying cross-company processes to using technology and data in new ways to power the team.

The U.S. Department of Agriculture imposed sanctions on four produce businesses for failing to meet contractual obligations to the sellers of produce they purchased and failing to pay reparation awards issued under the Perishable Agricultural Commodities Act. These sanctions include suspending the businesses’ PACA licenses and barring the principal operators of the businesses from engaging in PACA-licensed business or other activities without USDA approval.

The following businesses and individuals are currently restricted from operating in the produce industry:

This year, FirstFruits Farms expanded the Opal Apples Youth Make a Difference initiative, celebrating youth leadership through community grants and a new partnership with The Junior Basketball League. Together, these efforts reflect Opal Apples’ commitment to empowering the next generation to create healthier, stronger communities.

The Foundation for Fresh Produce team has been busy in 2025 re-imagining its website, fruitsandveggies.org, and turning it into the ultimate fruit and veggie hub for health professionals and consumers.

The California cherry crop estimate has been lowered to approximately 4.6 million cartons, down from the 7-8 million projection earlier in the season. Rain during the bloom has caused extensive damage to the fruit, lowering yields. The lighter crop will support demand until the Washington cherry crop begins in early June.