California’s cherry industry has voted to reboot its approach to international marketing, announcing on 27 March the implementation of a new state marketing order called the California Cherry Marketing and Research Programme.
The new programme opens the door to branded promotion in Asia, which will be targeted at key markets such as Japan, South Korea, Hong Kong, China and Taiwan. California’s generic promotion will be limited to non-retail levels under the programme, sticking to activities such as public relations, education, market and nutritional research, trade mission activities, trade show participation, and the production of support materials.
The California Cherry Marketing and Research Programme replaces the California Cherry Advisory Board, and will represent all fresh cherries from the state. While its progenitor only covered four varieties – Bings, Vans, Lamberts, and Rainiers – the new programme will cover all of the 50-odd varies produced by California’s 900 cherry growers.
Growers and packers voted in overwhelming support for the new scheme on 27 March. It will be led by Chris Zanobini (pictured), who moves from his role as executive director of the California Cherry Advisory Board to general manager of the California Cherry Marketing and Research Programme.
Zanobini will be assisted by an advisory board of six cherry packers, six cherry growers and one member at large.
Beyond coordinating marketing efforts, the new programme will provide a unified voice for the state’s cherry industry on key issues such as research and development, trade and regulations.
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