WENATCHEE, WA - Now is the time to lay the groundwork for driving cherry sales at retail. With the season traditionally driven by impulse buys, it is integral that buyers take an aggressive approach to cherry merchandising. Stemilt’s World Famous cherry season kicks off this week in California, and the crop’s upcoming promotional window and the Memorial Day holiday are approaching quickly. The 2021 crop projects more promotable volume compared to last year’s smaller crop, with good sizing and flavors predicted between now and mid-June.

“Cherry season moves quickly, and as a high-ring item, retailers want to take advantage of every opportunity to promote them,” explains Marketing Director Brianna Shales. “Cherries are a big driver for the produce department, and this year’s larger California crop is a great way to build momentum for the long season ahead.”

Stemilt suggests retailers look to its World Famous cherries for the ultimate kickoff to summer by planning a promotion leading up to Memorial Day on May 31. Setting a high cherry quality standard and delighting consumers during the initial push will encourage repeat purchases all season long, the company’s press release stated.

Stemilt’s World Famous cherry season started off with strong qualities, classic ruby colors, and medium-sized fruits. The company will move into harvesting varieties like Tulares, Hazels, and Corals in the coming weeks to load for Memorial Day promos. Stemilt’s California cherries are packed in catch-weight bags and clamshells.

“Depending on location, retailers should start loading as early as May 14,” says Shales. “However, the heaviest loading period will begin on May 18 through May 22. With the way that things are currently going, the supply and demand almost lines up perfectly with Memorial Day availability.”

Volumes are projected to continue past Memorial Day for Stemilt in California, with the latest orchards that deliver 5 River Islands® hand-picked cherries coming off the tree around June 8. This will coincide with Stemilt’s cherry harvest start in Washington State, making the weeks following Memorial Day a big time for cherries at retail.

“It’s important to set a great tone with quality cherries from California because nearly 75 percent of cherry purchases are driven by impulse,” states Shales. “Delight consumers with that first purchase of World Famous Cherries and they will continue to seek out that quality from you post-holiday, giving the category great momentum heading into the first weeks of June.”

Let’s see those cherry displays, folks!

Stemilt