The first of this year's California cherries are expected to be available in one or two leading multiple grocery retailers this week and the main crop of California Bing cherries will begin arriving in two weeks just in time for Golden Jubilee celebration parties.

Crop reports issued by the California Cherry Advisory Board indicate that fruit quality is excellent and there will be plentiful supplies for export to the UK for several weeks.

Jim Culbertson, chief executive of the CCAB says that with warm days and mild nights, 'the crop load and growing conditions should yield exceptional cherries with good size'.

Supermarkets are keen to take up the crop following a good season last year 'We have been holding discussions about marketing with the major fresh produce retailers and their reaction has been very positive,' said CCAB's UK agent Neil Gordon. 'The deep red California Bing delivers a tasty, juicy treat and provides retailers with a chance to enliven fruit displays and attract more customers.

'The California Bing cherry crop will be even more visible this year, as we have increased the budget to produce point-of-sale material, including posters and in-store demonstrator aprons, and tastings.' CCAB has also invested in a major public relations programme, headed by Cox & Co to project California cherries as healthy and fashionable and their marketing is being tied in with the Golden Jubilee celebrations.

'The CCAB cherry promotion campaign is bringing new excitement to the UK fresh produce industry and is designed to encourage the wider enjoyment of fruit, both in its natural form and as an ingredient in recipe development,' said Gordon.

'We have devised a retailer's guide to in-store presentation and have also produced a jubilee cherry recipe for restaurants and the public.'

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