Market Minute: Plenty of cherries available from California and the Northwest

When two crop areas meet in a timely manner, it’s an opportunity for some aggressive promotions. Well, that opportune time could take shape with the cherry crop this year.

It appears that the California cherry volume will last longer and the Washington crop may start earlier. With both produce regions interconnecting, there will be plenty of cherries to move. This will be a very favorable time to get in some great cherry ads to draw shoppers to your produce department.

Currently, the cherry demand is moderate with a steady market out of California's San Joaquin Valley. There is a good organic cherry crop available for your display section as well.

Merchandising Cherries: Now is the time to set up an auxiliary cherry display in a good visual location. It’s always best to spot it at the entrance to the produce department or store lobby. This will force the customers to instantly observe the display and make some big purchases.

Check with your cherry supplier to discuss some ambitious ad programs.

Ron Pelger is a produce industry adviser and industry writer. He can be contacted at 775/843-2394 or by e-mail at [email protected].