Starr Ranch Growers' Brett Reasor Discusses Late-Season Cherries and Retail Programs
WENATCHEE, WA - As we settled into the month of August, one category still going strong with both consumer demand and sales is none other than Pacific Northwest cherries. A segment booming with opportunities and also in short supply this year, Washington cherries continue to be on the mind of retailers across North America and beyond.
Late-season cherries, in particular, have a special energy to them—driving FOMO in the category and providing a great way for retailers to snag those impulse purchases. And Starr Ranch Growers is one company that has the 411 on the season’s dynamic status.
“At Starr Ranch Growers, we are currently harvesting our higher elevation cherries in Chelan, Parkdale, and Naches Heights, Washington, with Skeena, Regina, and Sweetheart varieties,” Chief Executive Officer Brett Reasor shares with me. “We will look to provide support for our retailers through the latter part of August as we continue to see a pull from our customers.”
Brett adds that overall crop volume is still down on average and is roughly 30–35 percent of normal, making for a tighter market, even more so than in most years.
“Our message for retailers is to merchandise cherries together at the front of the store to encourage customer engagement as they enter the produce section and remind them that cherries are still in season and to grab them before they are gone,” Brett states, adding that there is still time to make the most of Pacific Northwest cherries.
FOMO is a great motivator. It has this trade news writer already revising her shopping list.