Stemilt cherries

Stemilt Growers has released a new category infographic to mark the start of the new cherry season. The company’s Stemilt-O-Graphic allows retailers to look back on the past two cherry seasons and gives them advice on how they can make the most out of the 2015 crops in California and Washington.

The infographic, which was released as part of Stemilt’s category management programme called FruitTracker, looks at cherry category performance across the US from early May to early September 2014, and compares it to the same timeframe the year prior.

According to marketing director Roger Pepperl, cherries make a big impact on total produce department performance during the late spring months and throughout the summer, and the 2015 season will be no exception.

“Though every cherry season is unique because of crop sizes, FOBs, and retail pricing, the Stemilt-O-Graphic looks back at the past two season reiterates the importance cherries have on a healthy produce department in the summer. They are an impulse item that drives a lot of dollars to the department and store. 2015 is shaping up to be early with great volumes, leading to lots of opportunities to promote Stemilt cherries at retail from now through August,” said Pepperl.

The infographic shows that on average, cherries contributed 3.2 per cent of total dollars to the produce department in 2014, down from 3.5 per cent the year earlier. The fall was due to a reduced crop out of California in 2014. Average weekly volume was up in 2014 at 544lbs per store per week.

Cherries contributed US$70 less per week on average in 2014 than in 2013, which was probably a result of a larger crop in Washington State and lower retail prices. Dark-sweet cherries dominated the category in 2014 with 94 per cent of pounds sold and an average per pound retail of US$2.98/lb. In contrast, the considerably smaller volume yet premium-priced Rainier cherries made up 6 per cent of sales with an average retail price of US$4.70/lb.

Stemilt’s cherry season runs longer than any other grower-shipper in the country thanks to its early cherry programme in California, and high-altitude orchards in Washington that extend its season into late August. An early spring in the west made for an earlier start for cherry season, and Stemilt is trending about 10 days earlier than normal in both states. Most of its California cherries will be picked, packed and shipped in the month of May, while harvest in Washington will start in late May and produce large volumes in June and leading up to the 4 of July promotion timeframe.

“California is up in volume considerably over 2014, yet still about half of a crop. We’ll have two peaks there, the first running from 5/7 through the middle of the month, and then our second peak with classic, high-quality Bing cherries will begin on 18 May and run through the end of May,” said Pepperl.

Promoting California cherries for the Memorial Day holiday is important, Pepperl noted, and fruit quality is very strong this year with good sizing and dessert flavours. The majority of Stemilt said it packs its California cherries using state-of-the-art electronic sizing and sorting equipment, which provides consistency in every box and ensures a great consumer eating experience.

“Retailers will enjoy a nice transition from California to Washington this year, and large volumes of cherries in June from Washington,” said Pepperl. “With good volumes and great quality, the 2015 cherry season has lots of potential at retail. We’re excited that our season is underway and look forward to delivering lots of great-tasting Stemilt cherries now through mid-August.”