Oppy eyes strong retail movement for Northwest cherry season
Oppy eyes strong retail movement for Northwest cherry season
Oppy is heading into the 2026 Northwest cherry season with a sense of optimism, even as the industry navigates a lighter crop estimate and some early frost impacts. Jon Bailey, who leads Oppy’s cherry category, said the company feels good about the season overall.
“With California expected to finish earlier, the market should have a better setup for Northwest fruit, and we have the potential for a really strong season,” he said. Orchard View Cherries’ orchards are looking great heading into harvest and Bailey said Oppy is expecting volume comparable to last year at 1.2 million cartons or more, with peak movement projected from June 13 through July 6.
That promotional window is where Oppy is focused. Bailey said the company is working closely with retail partners to build the category with strong promotions during peak weeks, keep fruit fresh at store level and maintain healthy movement throughout. When it comes to merchandising, Bailey said the approaches that consistently drive the most sales are big, high visibility presentations.
“End displays, shipper units and multiple displays throughout the store make the biggest difference,” he said. “Cherries are often an impulse purchase, so the more shoppers see them and the more impactful the display looks, the more it helps drive conversion.”
Branding is central to how Oppy tells its cherry story at retail. Bailey said strong branding builds shopper confidence and supports a consistent quality message during the short, high intensity season. Oppy brings Orchard View Cherries to market, a ranch with more than 100 years of cherry growing history in The Dalles.
“We grow nearly 90 percent of everything we pack, with 80 percent of that grown within 15 miles of our state-of-the-art packing facility. Cherries are all we do at Orchard View, so our full focus is on delivering the highest-quality fruit possible,” said Bailey, adding that Oppy’s 48-lane Unitec 3.0 optical sorter “ensures precision and consistency in every box throughout all varieties; Chelan, Bing, Kordia, Lapins, Regina, Skeena and Sweetheart.”
Oppy will be keeping an eye on consumer behavior during the upcoming season as well. Bailey pointed out that despite cherries being one of the most eagerly awaited summer products, inflation and overall economic trends will play a role in determining how consumers behave. “Cherries are a seasonal treat for a lot of shoppers, so we’ll see how purchasing behavior responds as the season gets going,” he said. Export demand is still quite strong, but Bailey said that a number of other factors, such as the price of fuel, tariffs and foreign exchange rates may affect demand and competitiveness in the coming season. In light of the export factors, Bailey said that this season is “one where we need to stay alert and adjust quickly as conditions change.”
Bailey believes the best chance for the cherry category in 2026 is to advertise the strong quality and consistency from the start of the season until the final summer shipments. Oppy’s focus remains on getting the fruit where it needs to be, at the peak of their popularity. “If we can maintain a more stable market and keep cherries turning fresh on the shelf, it elevates the category for everyone,” he said. “The biggest opportunity is to lean into demand for high-quality fruit and deliver a consistently strong eating experience that brings shoppers back.”
