WENATCHEE, WA - Communicating a message to consumers can be difficult, but some companies, like CMI Orchards, make it look easy. Recently honored with the 2025 Besties Award for Best Merchandising Concepts, the supplier’s ability to deliver strong messaging in visually striking formats continues.

I spoke with Rochelle Bohm, Vice President of Marketing, to hear more about CMI’s award-winning strategy.

“Our merchandising philosophy is rooted in one simple belief: flavor should lead the way, and innovation should follow closely behind,” Rochelle told me. “We see every display, package, and retail tool as an opportunity to tell the story of our growers, our communities, and the unmatched eating experience of our fruit.”

Inspired by both tradition and forward-thinking creativity, CMI Orchards designs merchandising solutions that simplify the retailer’s job while sparking shopper curiosity. Whether that’s through interactive programs like Apple Crush, patriotic campaigns like American Dream, or regenerative seals that connect consumers to the planet-positive practices behind its produce—more on this to come—CMI strives for simplicity while not being afraid of testing tactics to bring hype and excitement to produce.

“Merchandising is where vision meets reality: it’s where our fruit comes alive in the hands of shoppers. For our team, it’s personal because it represents the bridge between orchard and table, grower and consumer,” Rochelle added. “Professionally, it’s significant because we know the right merchandising can drive trial, encourage trade-up to premium varieties, and ultimately lift the entire category. Effective merchandising can make or break a sale, and we know that with the ever-diminishing attention span of our shoppers, we always have to be on the lookout for creative ways to stand out and push apples, pears, and cherries to the top of mind for shoppers.”

The company’s investment in retail solutions has reinforced CMI’s broader goals of not only growing the tastiest fruit but also ensuring it gets the attention it deserves on the shelf.

“Our merchandising work has evolved alongside the industry, consumer expectations, and new technology, too,” Rochelle added. “Early on, it was about simple POS tools like posters and 7x11 cards; today, it’s about delivering immersive, story-driven experiences that compete for attention in a crowded marketplace. Challenges such as changing consumer habits, sustainability demands, and digital integration have prompted us to innovate, whether through recyclable packaging, QR-enabled storytelling, or utilizing apps and various media to communicate with shoppers. That evolution reflects CMI’s broader growth: we’re not just adapting, we’re leading.”

Each challenge offers CMI a chance to sharpen its creativity, reinforce its commitment to retailers, and position CMI as a marketing partner as much as a fruit supplier.

A heartfelt thank you to our Besties Committee for your time, dedication, and insight. Your contributions are deeply valued. Each year, our team compiles the Besties ballot with nominations across all award categories, and our committee votes to determine the winners.

This year, the committee voted on every category except Snack Storyteller, Retailer of the Year, Best Marketer to Work With, and the Lifetime Achievement Award—three honors selected by our leadership team due to their special significance.

Another round of applause for CMI Orchards on this incredible achievement!