The company also will get an earlier start in South Korea and in Europe.
“All you’re doing is extending your marketing time,” he said. “It’s a beautiful thing.”
Zanobini said California growers are working to improve communications with the Japanese import and retail trade in the hope of sending a better quality cherry to the marketplace there.
“We think by doing that, we can improve the cherry experience and the amount of cherries that are actually going to the market,” he said.
One goal is to get that market to be “more flexible on pricing — to be more reflective of the supply,” he said.
Sometimes importers want to sell cherries at a certain price without regard to the principle of supply and demand.
“We want to make sure they understand what is going on here as much we understand what is going on there,” he said.
Sweet red cherries, primarily bings, are the main export variety, but the industry also has seen growth in export shipments of the coral variety, which is a bit larger and firmer than the bing.
“(Coral) really (does) well in the export markets because of its firmness,” Zanobini said.
“It’s good tasting, and it has all the right attributes,” he said.