WENATCHEE, WA - Planning ahead, paired with access to key category insights and support, will set retail partners up for a successful cherry program this year. This is what I gleaned while reading the latest advice from Stemilt to those looking to push the cherry category to its full potential. Where to start? Opportunity lies within post-Memorial Day timing, and planning now for promotable cherry volumes on the way from California. Just ask Stemilt Marketing Director Brianna Shales.

“Here’s your chance to replace last year’s cherry dollars!” Shales stated. “Historically, Memorial Day kickstarts cherry sales, but this year, you’ll want to keep feeding the fire well after the weekend because that will be just the beginning of our opportunity to move volume. Keeping ads running May 23 through the rest of the season will be key to finding success.”

Stemilt is known for its long and advantageous cherry season, growing in both California and Washington state. The first of the season’s cherries will come from the unique growing region of San Joaquin Valley, including Brentwood and Westley, before moving to Stockton/Lodi. California will wrap up in the River/Delta locale.

According to a press release, based on bloom patterns from early sites, Stemilt’s cherry season will begin at the end of April.

This will be much earlier than last year, which means there will be promotable volumes leading into Memorial Day and into mid-June.

“We need to shift our minds and promote from the last week in May to June 10,” says Shales. “This is going to be the heart of the season, and promotions will breathe life into the growth of cherry dollars. The three magic words to remember this season are timing, volume, and quality. Timing for both the California and Washington crops is significantly better than last year, and there will be an abundant volume of quality cherries out there to promote. As long as you keep cherries in the front seat, you’ll see dollars increase from last year, which will help move the category in the right direction.”

An oversupply and less-than-ideal crop timing last year resulted in a lack of momentum. Category results had many retailers selling more cherry volume, but sales were down compared to the 2022 season, the company notes.

Are you wondering whether or not to promote cherries? According to Stemilt, cherries are one of the last seasonal items in produce, and 75 percent of purchases are made on impulse. Enticing displays partnered with strategic promotions encourage repeat purchases.

“The most important thing you can do is not forget about cherries,” says Shales. “Even if they’re not on promotion, avoid putting cherries on the back shelf and, instead, give them plenty of shelf space. Stemilt’s door is always open to help your cherry program thrive with branded varieties, including 5 River Islands™ cherries. Carrying a self-merchandising bag of cherries like these can help capture the attention of consumers looking for something new and special to try this cherry season.”

Cherries are top of mind with consumers, signaling a demand to offer a premium retail destination aligned with the season’s amazing potential.