WENATCHEE, WA - While California offers a full range in topography and weather, the state has been unusually consistent across its vast shape with gray days over the past week. The sun is breaking through even as I type, however, which brings better tidings for what is starting off a tighter California cherry market.

“Demand is strong for California cherries as we are just kicking off the season and the peak of the crop is still a ways out,” Brianna Shales, Director of Marketing for Stemilt, tells me. “California cherries are just getting started, and just like every cherry crop, this one is unique and has significant changes from last year.”

The year started with good crop potential, but has shrunk significantly from preseason estimates, especially on the front end, Brianna explains, sharing that weather has been a challenge but is starting to trend towards warmer and dry weather that is common in California.

“It was sporadic throughout spring with some record highs that were followed by cool and damp weeks. There is less volume in the front end of the California crop because of poor bloom/crop set. This makes the timing for the peak of the crop late and will occur after the typical retail pull for Memorial Day, making those promotions a challenge. Retailers that adjust promotions to run in late May and June will be able to maximize the California season,” Brianna shares.

Current California crop estimates are around 5–5.5 million boxes as a state, far less than last year’s 9.4 million boxes and the prior year of 10 million.

“This will cause demand to exceed supply for most of the season. Lighter crops generally produce good-sized cherries, and Stemilt will be aiming for quality as we always do to ensure that the cherries that go to market are ones that delight consumers,” Brianna says. “Retailers should keep in close contact with their California suppliers to make the most of the volumes the industry has this season. Though demand will likely exceed supply in these early weeks, we will have a window for promotions in late May/early June to grab dollars for the produce category.”

Cherries are high-ring and high-impact as a seasonal item where consumer interest remains strong, as long as quality and flavor deliver. Something that, regardless of challenges, Brianna assures Stemilt continues to achieve.

As the month of May gains momentum, AndNowUKnow will continue to report on the dynamic movers and shakers of the fresh produce industry.