Great first year for California Cherry Board - The Packer

Great first year for California Cherry Board

04/18/2013 03:34:00 PM
Tom Burfield

The board established some new daily reporting methods on crop shipments and destinations, “which is important information for marketers to use.”

Board meetings have been well-attended, Zanobini said, and he lauded board committees for the progress they have made.

“Our research committee and our export and trade committee have done a phenomenal job,” he said. “I think that makes all the difference.”

 

Funded by growers, packers

The board is funded jointly by cherry growers and packers. The assessment for the coming year had not been determined as of early April, but Zanobini said it would be less than 10 cents per box, with a goal of 8 cents.

Industry members seem pleased with the new board.

“It’s working very well,” said Maurice Cameron, president and global sales manager for The Flavor Tree Co. LLC, Hanford, Calif., sales arm of Warmerdam Packing LLC. “I think it makes a lot more sense (than the old board).”

“It’s working out great,” agreed Jeff Colombini, president of Lodi Farming, Stockton, Calif. “It now covers the entire California cherry industry.”

“It’s been very successful, in my opinion,” said Larelle Miller, saleswoman for Morada Produce Co, Linden, Calif.

Many grower-shippers are pleased because per-box assessments are lower, and funds will be used for research rather than generic promotions.

“I think (research) is what growers are concerned about,” she said.


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