Despite forecast decline in Northwest production, supplier aims to capitalise on interest in premium varieties and wave of summer patriotism
CMI Orchards, one of the leading cherry suppliers in the US, has updated its Nature’s Candy brand ahead of its latest new-season campaign, and is set to make speciality varieties a central part of its marketing plan.
These include so-called strawberry cherries – a Rainier hybrid that tastes like a sweet cherry with notes of strawberry – as well as a trademarked, premium variety called Skylar Rae.
Production of cherries in its home region, the Pacific Northwest, is expected to be around one-fifth smaller this season compared with last time around, according to CMI.
In a press release, it said cooler weather during the bloom period had resulted in a smaller volume of fruit.
“The Northwest cherry crop is currently projected at 18.4mn to 19.2mn boxes, about 20 per cent lighter than last year, but still packed with high-quality fruit, and CMI expects to contribute a strong portion of that volume,” said the group’s vice-president of sales, Joel Hewitt.
With cherries from California reportedly now out of the market, Hewitt suggested there would be a smooth transition to Northwest supply.
“We’re really excited about how this season is lining up,” said Hewitt. “Despite a lighter crop than last year, the quality is excellent, and the transition from California into the Northwest is about as clean as you can hope for. That creates a great opportunity to keep cherries front and centre for shoppers without missing a beat.”
The Nature’s Candy redesign apparently features brighter colours and vibrant graphics across a range of packaging types.
The group has also launched an America 250 Campaign to promote its patriotic American Dream cherry line, a nod to the country’s 250th anniversary in early July.
