DINUBA, CA - What will inspire a consumer to do a double-take as they travel through their local retailer’s produce department? A standout, vibrant cherry display brimming with premium fruit. As summer holidays get underway, retailers can look to some of the season’s favorites to light up sales, with cherries sharing a spot at the top of that list. With this in mind, Keith Wilson, President of King Fresh Produce, joins me to share the season’s timing and what customers can look forward to in the coming weeks.

“The California cherry season started on time, with early varieties being harvested in the last days of April. The crop was originally forecasted to be well over 10 million cases,” Keith begins. “The May 4th rains we experienced did reduce packouts on certain varieties that have kept the market relatively clean through May 20th. New forecasts are calling for the California cherry crop to fall more into the 7.5 to 8 million case range, which is still a promotable size crop through mid-June.”

Keith continues sharing his insights, adding that the volume of fruit for cherry promotions perfectly aligned with Mother's Day and is now in ideal alignment with Memorial Day.

“Both packers and retailers have done an excellent job this year promoting California cherries, which have been aggressively priced for these holidays,” he details. “Recently, the market has adjusted lower, and the daily volume being packed is still huge. We may see a gap by June 5th, but are confident in our committed volumes.”

Packed in an 8 x 2 lb random weight bag, a 16 x 1 lb clamshell, and an 8 x 2 lb clamshell, cherries will be the bell of the ball this season. King Fresh offers its retailer customers program pricing throughout the California cherry season as well as ad price forecasting and point of purchase material.

“Call King Fresh if you need Fresh California Cherries,” Keith wraps up, heading back into the busy day of planning and strategy.

As cherries continue to drive traffic in the fresh produce department, check back with AndNowUKnow for updates on the coveted category and its performance.