The idea is to differentiate the Orondo Ruby from other cherries and identify it as a premium product, said Howard Nager, vice president of marketing.
“It’s something that’s going to be higher priced than the rainier, but the challenge we face is the educational process.”
Superfresh Growers will work to conduct sampling with select retailers willing to make the extra effort to educate consumers about the new variety.
“We’re not looking for somebody who takes it, puts it on the shelf and walks away,” he said.
As part of that effort, Superfresh Growers will include point-of-sale materials in every box.
Although it’s an added expense, Nager said going this route gives the POS materials a better chance of being displayed beside the cherry.
“If it doesn’t make it out, it doesn’t matter how much you spend,” he said.