“FirstFruits Farms is gearing up for another great cherry season,” said Lon Hudson, national sales director. “Washington state is estimating 20-plus million 20-pound equivalent cartons this season, so this crop is expected to be larger than last year’s and one of the largest crops in the last 10 years.” Alongside the larger volumes, FirstFruits is anticipating bigger fruit size. “We’re expecting to see larger cherries come off the trees on average than last year,” Hudson added.

Peak harvest is expected starting mid-June through mid-July, with promotional opportunities stretching from late June through July. “Peak promotions are expected to hit June 29 – July 26,” noted Chuck Zeutenhorst, president of sales and marketing. Retailers should prepare now to secure volume and develop compelling in-store and online programs.

So far, the season has benefitted from nearly ideal weather conditions. “A combination of positive conditions throughout the growing season have supported healthy tree development, successful pollination and optimal fruit growth here,” said Zeutenhorst. “During bloom, we experienced mild, dry weather and avoided any substantial late frosts.” With fruit maturing under warm temperatures and excellent sun exposure, FirstFruits anticipates consistent quality and sizing across the board.”

To extend the marketing window and ensure supply through the full summer stretch, FirstFruits continues to diversify its growing regions. “By partnering with growers in a range of locations, including higher-elevation and northern sites, and who grow a diverse range of varieties, we’re able to spread harvest timing and maintain supply,” said Zeutenhorst. This approach ensures coverage even into late summer, allowing retail partners to maintain a strong cherry presence for longer.

Even with a larger crop on the horizon, the company feels prepared on the operational side. “Labor is always a challenge in our industry, but we do not anticipate significant issues for the 2025 cherry crop — even with a larger harvest expected compared to previous years,” Hudson said.

FirstFruits is also prepared to navigate the global market. “The Pacific Rim markets, particularly China, Japan and Taiwan, play a critical role in our cherry strategy,” said Hudson. “The recent news about tariffs created a more positive outlook on how we go to market in those countries.” The company is focused on early-season readiness, strong cold chain integrity and tight alignment with overseas receivers to meet growing demand abroad.

Sustainability continues to be a guiding principle for the organization. “FirstFruits Farms is proud to be 100 percent EFI certified, which includes our cherry production,” said Emily Cox, marketing manager. On the packaging front, the farm is expanding its use of top-seal clamshells, which not only reduce plastic use but also support efficiency with UPC scannability and automation compatibility on production lines.

To support retailers during peak season, FirstFruits is offering a full suite of marketing assets and shopper engagement strategies — both in-store and online. “With the potential for oversupply this season, there is a significant opportunity to use promotional pricing and prominent placement to drive traffic, boost basket size, and capture price-sensitive shoppers,” said Hudson.

Retailers partnering with FirstFruits also gain access to its Gem Drops cherry packaging — a vibrant, seasonal design that captures the spirit of summer and stands out in the produce aisle. “Our customizable marketing programs are designed to drive impulse purchases while educating consumers on the health benefits of cherries,” said Cox. “Retailers can seize the opportunity to appeal to both impulse-driven and price-sensitive shoppers, creating excitement in-store and online.”

The team at FirstFruits encourages creative merchandising. “Displays can be inspired by trending Pinterest boards and Instagram posts which include dreamy and nostalgic summer color schemes, lifestyle visuals and recipe cards,” said Cox. “Also inspired by social media, retailers can position cherries next to beauty products like cherry lip balms and also cherry-flavored beverages and wellness products.”

In the digital space, Cox emphasized the importance of retail media networks and data-driven targeting. “Shoppable recipes, carousel ads and short-form videos that showcase storage tips or health benefits are all key tools,” she said. “Thematic campaigns like ‘summer mood’ or ‘cherry crush’ can tie it all together and bring energy to the category.”

With a large crop, strong fruit quality and an energized approach to retail collaboration, FirstFruits Farms is focused on delivering more than just cherries this season — it’s crafting a complete retail experience. With the goal to create excitement both online and in-store, turning cherries into a seasonal staple that drives engagement, basket size and shopper enthusiasm all summer long.