Supermarket Perimeter - May 2022 - 61

produce Bings and has a later Lapin cherry deal that takes its California
offering to early June.
" Cherries are one of those few fruits that are not year-round, " Shales
said. " By far and away, dark-sweet (or red) cherries are the dominant
variety in the marketplace. It's very important that retailers promote
cherries at the right time. We have to let consumers know that cherries
are available and promote them when peaks in the crop warrant it. "
Stemilt recommends refrigerated displays for cherries, and typically,
merchandising them on their own - not intermixed with grapes or
other fruits. " Give them the space they deserve, " Shales added.
Because retailers sell cherries in packages in the United States, it makes
them easier to merchandise, she said. Refrigerated displays help maintain
the important cold chain for cherries and offer consumers the best quality.
Sinks agreed, pointing out that to maximize shelf life, retailers should
store cherries in refrigeration as much as possible, which has worked
well for many retailers.
Storing them at room temperature will cause them to deteriorate at a
much quicker rate, he said. Unlike some other fruits and vegetables, no
additional wax is added to cherries.
Sage Fruit also encourages retailers to cross-merchandise during
cherry season.
" Cross-merchandising with other recipe and usage ideas such as
oatmeal, meat marinades, sauces, jams, salsas and pies prove that
cherries are an expandable category, " Sinks said.
While Sage Fruit has added newer cherry varieties to its mix, he said
consumers don't tend to purchase cherries by specific variety.
" Rather, their main decision is between Rainier and dark sweet
cherries, " Sinks said. " While proprietary varieties are beginning to enter
the market, it will be a while before they have a significant impact. "
An additional factor in play when consumers make their purchase is
whether they prefer conventionally grown or organically grown cherries.
" While our organic volume will continue to grow in the upcoming
years, organic cherries are much more labor intensive to grow, which
results in higher retail pricing, " Sinks said. " The higher pricing isn't as
attractive to the end consumer. But, as they continue to be more 'health
conscious,' they are more likely to consider purchasing organic cherries. "
This season, Bailey said Oppy will be promoting its traditional pouch
bags, along with 1-, 2-, 3- and 4-pound top-seal options.
" Pouch bags are the mainstream consumer pack, but top-seal is really
gaining momentum, " he said. And with the increase in online shopping,
it's important for retailers to highlight when cherries are in season and
available on their platforms, Bailey said. Otherwise, consumers won't
know your cherries are in-store like they would walking into a brickand-mortar
location.
" Creative touches like positioning cherries with other picnic items like
cheese, crackers and pre-made salads can be fun too, " he said. " Putting
cherries into their 'occasion' helps shoppers envision how to use them
best and prompts sales. "
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