This season’s first shipment of California Bing cherries has arrived in the UK, with exporters reporting 'plentiful' supplies of the fruit will be available to British shoppers during the first three weeks of June.
Reports from the California Cherry Advisory Board (CCAB) suggested crop quality was good and no quality issues had been experienced with the harvest. Overall volumes are expected to be slightly lower than last year’s record pack-out of 8.7m cartons.
According to Neil Gordon, chief executive of NMG Consulting, which handles CCAB’s marketing in the UK, vigorous promotional activities are now underway in the country. “We are looking forward to another good year for the big, dark red California Bing cherries and know from early sales that the juicy fruit is already receiving a big welcome from British shoppers,' he told Fruitnet.com.
Mr Gordon said he believed California cherries were now a key player in the UK fresh produce market during the summer. “We like to think that the Bings not only help retailers with a boost to their stonefruit counters, but also bring British consumers a new luscious summer taste experience,' he observed. 'They provide a ray of sunshine after our dark, dreary winter and the current economic turmoil.”
Californian exporters have been shipping cherries to the UK for dozens of years and their fruit has become a firm favourite among British consumers, Mr Gordon said. As well as being an attractive treat, the cherries are being marketed as contributors to the health of the nation.
According to the CCAB, the Bing variety is packed with Vitamin C and antioxidants, while a 100g serving of pitted cherries contains only 48 calories.
Furthermore, recognising the fruit's versatility and the different ways it can be consumed, the CCAB has responded to public demand by producing colourful leaflets containing easy recipes and serving suggestions available at the point of sale.
Mr Gordon added: “Britons have come to love California Bing cherries, and we intend to give them their annual treat, not just this year, but next and for many others.”
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