Stemilt is beginning the 2026 Northwest cherry season with forecasts of a slightly smaller crop than last year, which was a strong harvest that gave retailers solid volume options. Brianna Shales, marketing director for Stemilt Growers said that this season could shape up to have, “more demand than supply at several points, which makes it all the more important to align promotions when volume arises and make quick adjustments so that there aren’t opportunities, or dollars, left on the table.” 

The season’s timing has California experiencing an earlier peak than previous years, which could make supplies tight during the transition from California to the Northwest. Washington will begin its harvest in late-May, but increased volumes won’t be seen until the middle of June. Shales said that this “lines up well with 4th of July promotions” and since peak volume is expected in mid-July, the holiday should create some helpful momentum for middle summer sales.

While still a bit early to tell for sure, Shales acknowledged that a lighter crop load is likely to lead to larger sized fruit. She added that Stemilt will be, “working diligently to harvest cherries at the right time to ensure fantastic eating quality,” since a good eating experience is what keeps customers coming back. 

Brands such as Kyle’s Pick and A Half Mile Closer to the Moon offer unique eating experiences, with Kyle’s Pick being Stemilt’s premium selection that goes through a rigorous scouting, quality and taste test process. Shales said that “it gives the retailer and consumer assurance that paying a premium for these cherries will result in a fantastic eating experience.” A Half Mile Closer to the Moon is grown at higher altitudes, which extends the cherry season into August, a finale for Stemilt’s cherry season

“In terms of snacking, cherries are the quintessential summertime snack and it’s important to highlight their seasonal nature to shoppers,” said Shales. With this in mind, Stemilt is joining Crunch Pak and CMI Growers by introducing a Spider-Man cherry pack to coincide with the release of Spider-Man: Brand New Day this summer, highlighting cherries as a fun and healthy snack to younger demographics unfamiliar with the popularity of cherries. 

Stemilt is partnering with retailers to ensure its cherries catch the eye with bold displays and strong shelf presence. It provides branded display bins to help increase the footprint of cherries during key promotional times, some of which are customized for retailers’ needs. “Since cherries are often an impulse purchase, we need to ensure they are merchandised well to attract shoppers,” said Shales 

Independence Day remains the biggest promotional opportunity of the season, and Shales said maximizing that holiday based on market conditions is essential for building momentum into July’s peak volumes. National Rainier Cherry Day has also shifted from mid-July to June 28 this year, better aligning with peak Rainier supplies. Shales noted that demand for Rainiers has consistently outpaced availability, and the date change gives retailers a better window to close that gap when the crop allows.