The Pacific Northwest cherry season got off to an early start, but that timing is creating friction in the market. According to Dan Davis of L&M Companies, retailers weren't prepared for the early arrival, which has complicated promotional planning and reduced the ability to move volume quickly.
The early start means there's less overlap with California supply, which is a positive for market clarity — but the lack of retail readiness is a real drag on momentum. This comes after California's cherry season was already severely disrupted, putting extra pressure on PNW growers to carry the category.
Watch for promotional activity to catch up in the coming weeks as retailers reset their ad plans. Buyers and category managers should be proactive in communicating with their retail partners about timing windows — this season's compressed and early schedule leaves little room for miscommunication.