An excellent crop in both quality and quantity this year - that is the upbeat prediction from California’s Bing cherry growers. The first of the large, dark red fruit are set to hit the UK in May.
The California Cherry Advisory Board says that all the indications are that it will be a good crop, with early harvesting set to begin this week. The first Bings will be available around May 18.
The Board’s executive manager, Jim Culbertson, explained: “Ideal chill hours this winter, favourable bloom, and a solid fruit set indicate that available volumes should return to normal this year. Start to finish supplies should be good and it will be a good year to promote California cherries.”
Bing growers see the UK as a ripe market as they tend to arrive in this country ahead of the European crop, while the large juicy fruit can also command premium prices.
The NGM marketing consultancy will be promoting the crop, with chief executive Neil Gordon predicting a good season.
“The arrival of the big dark cherries virtually kicks off the UK cherry season. Their appearance brings a new attraction to fresh fruit displays and we shall be giving British shoppers a chance to taste and enjoy the luscious fruit.”
NGM also outlined details of its promotional campaign, which will include a consumer public relations programme stressing the fruit’s health and pleasurable benefits.
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