FirstFruits Farms brings premium cherries and mission driven approach to season
FirstFruits Farms brings premium cherries and mission driven approach to season
FirstFruits Farms is excited to begin the 2026 cherry season, and strong returns the past few years have positioned it well within its buyer network. The company is entering the season with a sharp focus on fruit quality, and with minimal overlap during the California season, Washington cherries are set to enter the market in an advantageous position. Chuck Zeutenhorst, president of FirstFruits Marketing, said the team is ready to hit the ground running.
“We’ve invested heavily in orchard technologies and labor planning to ensure we deliver premium fruit throughout the season,” he said. “We’re optimistic about the season ahead and excited to bring consumers the flavor and freshness they expect from FirstFruits Farms cherries.”
Washington had a milder winter, which has led to an earlier start of the cherry season. According to Aimee Bach, business development manager for FirstFruits Farms, steady volume is predicted to come in the second week of June. “We’re seeing very promising high-quality fruit with large size and excellent color development. We currently see our season beginning the first week of June through the end of July,” she said.
Cherries are a natural fit within FirstFruits’ broader portfolio, complementing the company’s year-round apple program by providing retail partners with an exciting item to kick off the summer fruit season. Bach said that pairing cherries with the apple program strengthens retail relationships and offers customers the convenience of working with one trusted grower-shipper across multiple categories, providing continuity and dependable supply.
“Our priorities are surety of supply, product consistency, marketing opportunities and superior food-safety programs including EFI. We ensure consistent quality, dependable supply, and programs that drive movement at store level,” said Bach. FirstFruits Farms collaborates closely with its customers to create the strongest possible display setup and shelf presence. Bach noted that “cherries deserve their moment to stand out on the planogram from the sea of berries or grapes, increasing impulse purchases.”
Bach said that generations are shopping differently. “Older generations know and shop cherries for the nostalgic experience,” she said. “Millennials tend to shop for convenience and value, and younger generations are shopping for health benefits and influenced by social trends.”
Cherries are one of the few fruits that generate strong excitement around their seasonality, and FirstFruits Farms builds around that anticipation with its Gem Drops brand, a health focused offering that reflects the company’s broader commitment to quality and community.
“Mission-driven messaging is central to who we are,” said Bach. “We believe good people grow great fruit, and that philosophy shapes everything we do. We are committed to supporting our employees, strengthening communities and operating responsibly for future generations. Consumers increasingly want to know where their food comes from and the values behind the brands they support, and we believe authenticity matters.”
The biggest variable for 2026, as in years prior, is weather. Cherries are particularly difficult to maintain in poor weather where a change in atmosphere can affect both growth and harvest timing. Even without weather in mind, inflationary pressures, labor costs and transportation remain challenging hurdles, but according to Bach, FirstFruits Farms is fully prepared. “We believe strong partnerships, disciplined planning and operational consistency position us well to navigate the season successfully.”
