World Fresh Exports has been authorized to market five new sweet cherry varieties, developed by Agriculture and Agri-Food Canada’s sweet cherry breeding program in Summerland, British Columbia. Summerland Varieties Corp. manages intellectual property rights of the varieties developed by Agriculture and Agri-Food Canada.
World Fresh Exports has been authorized to market Sansia and Safirah cherries worldwide. Nick Ibuki, business development manager for Summerland Varieties Corp., says this is a critical step, as “authorized marketers ensure that only approved fruit reaches the market, protecting quality and consistency for consumers.”
Redefining the Late-Season Cherry Window
These new introductions will be organized into a series, designed around harvest timing.
“Flavor is the primary driver,” Ibuki says. “New varieties must outperform older genetics in eating quality, with additional emphasis on size, yield, texture and postharvest storability.”
Two midseason dark sweet varieties in the Sansia series will harvest at bing cherry timing and provide superior size and eating quality in the heart of sweet cherry season, according to the company. Two late-season dark sweet cherries in the Safirah series will offer supply window expansion beyond Staccato and Sentennial.
A fifth variety, a dark sweet cherry yet to be named, is expected to harvest at regina cherry timing and offer growers strong firmness and shipping capabilities.
“Our customers are looking for cherries that deliver on every level — size, flavor, firmness, consistency and timing,” says Sarah Bistritz, World Fresh’s global sales and operations manager. “Sansia and Safirah cherries check all of those boxes. They’re remarkable cherries, grown by World Fresh’s best Canadian producers, and we’re thrilled to be taking them to the world.”
Ibuki says quality is a main driver for this branded series and that Sansia and Safirah must meet approved quality specifications to protect the brand integrity.
“The names are also anchored to harvest timing: Sansia being midseason, while Safirah is late season,” he says.
From Summerland to the World
Agriculture and Agri-Food Canada’s Summerland breeding program has developed some of the world’s most recognized dark sweet cherries, including Santina, skeena, lapin, sweetheart, Staccato and Sentennial. Ibuki says using both Sansia and Safirah as anchors of the series is also a nod to Summerland research station’s tradition.
“Cherries are given ‘S'-names in recognition of their origin — Summerland, which is world-renowned for its sweet cherry development — so it adds a lot of brand equity to show association with this distinguished program,” he says.
While Canadian cherries hold the distinction of being the last of the season globally, Safirah harvests in mid-August in Summerland, and more northern growing regions can extend harvest into early September, depending on the season, Ibuki says.
“While cherries can biologically remain on the tree later, September brings additional challenges such as fall rains and extended hang time,” he says. “As a result, long-term progress is more likely to come from replacing older genetics with varieties that offer better eating quality, yield and storage performance, rather than from major shifts in harvest timing.”
Shipping the ‘Perfect’ Red Cherry
Ibuki says that while Sansia and Safirah are retail buyer-facing names, most consumers still shop for a rainier-type or dark red cherry, but he says the series distinction is important to retailers.
“Retail buyers are extremely selective about which cultivars they choose, and many are willing to pay more to deliver a superior eating experience to their end consumers,” he says.
Speaking of rainier-type cherries, Ibuki says there are likely more releases in the future coming from Agriculture and Agri-Food Canada’s cherry breeding program.
“We have some exceptional bicolored cherries coming through the testing program that are large, firm and sweet, with truly impressive eating quality, so stay tuned,” he says.
