Stemilt’s A Half Mile Closer to the Moon cherries are grown at elevations of 2,640 feet and higher, and the company is asking consumers to celebrate on Aug. 15, Chant at the Moon Day.
“National Chant at the Moon Day is where we celebrate our premium Moon cherries and how the moon cycle can benefit cherries during harvest,” Brianna Shales, communication manager, said in a news release. “We encourage retailers to use this tool on a consumer level to elevate Moon cherry sales as well as share the story of our mystical Moon cherries.”
Fourth-generation Stemilt Grower Kyle Mathison is the public face for the moon cherry promotions, and he aligns the harvest with the full moon each year. Harvest begins in early August and the full moon is Aug. 15. According to the company, “the extra gravitational pull from a full moon enhances nutrient delivery from the root of the trees to the fruit hanging from its branches.”
The packaging and “mystical story” of the cherries give retailers a way to differentiate the cherry category as the season comes to an end, Shales said in the release. The late-season varieties marketed through the promotion include Skeena, Sweetheart, Staccato and Sentennial.
The cherries are packed in random-weight pouch bags and 1- and 2-pound clamshells, according to the release. The company offers digital resources, including a toolkit that features social media assets, point-of-sale and poster materials.
Stemilt is using influencers to target new market groups, sharing the Moon cherry brand and packaging on social platforms.
In-store geo-targeted social ads will also target social media users in major markets, according to the release.
“We are constantly looking for ways to support the brand to ensure retailers find success at the end of the cherry season,” Shales said in the release. “Using influencers who reach shoppers and geo-targeted social ads are effective yet simple ways to support retailer’s efforts in store.”