With California's cherry campaign in the rearview mirror, the Northwest season is ramping up with high quality and good volumes. Industry stakeholders are calling on retailers to activate promotions and take advantage of summer momentum to move the crop.
This is a meaningful shift from the California story — that season collapsed under weather pressure and cost the industry an estimated $300M. The Northwest crop represents the industry's opportunity to recover some of that lost retail velocity and consumer engagement with the cherry category.
Retailers who build out cherry features and displays now can capture the summer grilling and snacking occasion at its peak. Category managers should be in active conversations with Northwest shippers about promotional support and volume commitments while quality is at its best.