Washington State Fruit Commission President Eric Patrick says that there’s no clearer sign to the start of summer than when it’s Northwest cherry season. Being that cherries are such a limited-run item in stores, he says consumers say, “Wow! Summer’s here, I need to get these cherries.”
While California’s cherry season looks to wrap up early, it’s going to be a good handoff to the Northwest cherry season, which looks to be starting a little ahead of schedule, but not by too much.
While it’s early and marketers say things could change, the season currently appears to have set up good promotable volume for the entire season.
“Recent rain events in California have continued to reduce the crop, and we’re now expecting their season to wrap earlier than originally projected,” says Catherine Gipe-Stewart, director of marketing for Superfresh Growers. “We stay closely aligned with our retail partners and monitor movement out of California in real time, which allows us to adjust timing and promotions as needed to ensure a smooth transition.”
Gipe-Stewart says the season wrapping up early in the state should help create a seamless transition and start to the Northwest season.
“That timing is lining up well with the earlier finish in California, which should help minimize overlap and create a clean handoff at retail,” she says.
Northwest Cherry Crop Estimate and Season Outlook
Jon Bailey, who leads the cherry category for Oppy, says early frosts impacted early orchards and late frost impacted later orchards, but “the midseason districts look very strong, so we expect our best continuity and overall quality through the center of the season and project to match last year’s volume.”
Gipe-Stewart says while early projections could evolve as the crop develops, she says retailers can expect “an early, high-quality Northwest cherry crop, with timing, volume and sizing still taking shape.”
“We’re continuing to monitor weather and growing conditions closely, as those will ultimately influence final yield and packouts,” she adds.
Chuck Sinks, president of sales and marketing for Honeybear Brands, says while this spring has created some variability, fruit quality is trending in the right direction for firmness, sugar and overall eating experience.
“We expect volume to build in waves rather than all at once,” he says.
Patrick says harvest could come between three and seven days early, adding that he expects some growers will begin harvest around Memorial Day with good volumes picking up around June 10. Patrick says that 30% of this year’s crop is destined for the export market.
“We’re putting that crop estimate somewhere in the 18 [million] to 20 million boxes,” he says. “A nice average size crop for us.”
Mac Riggan, vice president of sales and business development for Chelan Fresh, says while there’s a bit of growing to go until harvest, things are aligning well.
“If things are fairly normal, I’m expecting a lot of really good-sized fruit for export and domestic markets,” Riggan says. “I think the eating quality is going to be really good out of Washington.”
While volume comes off at one time in some seasons, Riggan says this season will be more in line with weekly demand, which is perfect for retailers and consumers alike. Barring any major changes, he says, the season will begin in late May and run through the end of August.
“That’s a 90-plus-day sales window, which is really nice. I think that the pipeline will be full of fresh cherries all the time, just picked, packed and shipped,” he says. “I’m expecting a very orderly sales season out of the Washington cherry industry this year, which is good for everybody — the shippers, the retailers, the consumers. It’s just a win-win all around.”
Retail Merchandising Strategies and Consumer Value
If some of the crop tends to skew on the larger size, that’s a strong storytelling advantage for retailers, Sinks says.
“Size equals value in the shopper’s mind; it’s visible, experiential and justifies the price,” he explains. “Position cherries as a seasonal indulgence: a limited-time, peak-summer treat that delivers quality enjoyment at home. Messaging like ‘big, bold and worth it’ or ‘summer’s premium bite’ resonates well.”
Retailers can also deploy strong visuals and callouts to help consumers understand the value of those larger cherries, in that they’re trading up in experience, not just paying more, Sinks says.
“Ultimately, the retail community wants to win the price point, and that can be achieved with a smaller size at high value too,” he says. “With Washington supply potentially tighter, smaller cherries might signal good value to a consumer.”
Though the season will likely start a little early, Riggan says it’s important that retailers have good communication with a sales desk.
“Make sure you’re getting accurate information. Good news or bad news, just make sure it’s accurate so that you can plan,” he says. “I’m anticipating good volume for promotable volumes for Fourth of July ads this year. It should be good for retailers.”
Patrick says with the crop expected this year, it’s critical that retailers think promotions and even look to back-to-back ads and promotions during the heart of the season to drive sales. He also says studies show larger displays for cherries help drive sales.
“Cherries obviously have a longer shelf life when you put them in the cooler, but then they’re a little more hidden,” he says. “When you put them front and center and allow consumers to see them, those sales usually go up.”
Driving Sales Through Health Benefits and Impulse Purchases
Gipe-Stewart says the team at Superfresh Growers looked to prune for sizing, which she says means retailers can expect a strong Super Cherry premium program.
“From a retail perspective, this creates an opportunity to segment and merchandise strategically,” she says. “Larger fruit can be positioned as a true premium, an ‘affordable luxury’ moment for consumers, through strong display, clear sizing communication and elevated presentation. At the same time, smaller sizes still deliver on flavor and eating experience and can be leveraged for value-driven promotions to keep cherries accessible and drive volume.”
Brianna Shales, marketing director for Stemilt Growers, says the impulse factor isn’t limited to the physical aisle.
“Shoppers need to know they are in season through visibility, whether they are shopping in-store through a front-of-department display or online via featured items,” she says. “Ultimately, quality and the eating experience drive repeat purchases.”
Bailey, too, says those larger cherries help drive the “wow” factor at the store and can help retailers “position cherries as a special, treat-yourself item that still feels justified, even when budgets are tight.”
While smaller pack sizes might help consumers manage out-of-pocket costs, “they’re also more expensive to pack and typically require significantly higher unit movement to drive meaningful volume,” he says.
With shoppers making fewer trips, Bailey says it’s a good opportunity for retailers to lean into larger purchases per trip with bigger packs and “strong displays that encourage shoppers to stock up when they do visit.”
And with the expected steady volume throughout the season, Riggan says it’s important that retailers use displays to help drive sales.
“You want to have a good display where customers are hit with it, because cherries are a very impulse item,” he says. “They’re not year-round like so many other items. Give cherries the space and the respect that I think they command because of the dollars that they can generate for retailers.”
While consumers might be a little more budget-conscious going into this year’s cherry season, Gipe-Stewart says retailers should work with growers and shippers on promotional fob opportunities.
“That helps maintain category momentum, supports movement across all size profiles and ultimately benefits the full supply chain, including growers who are often operating at or below cost in challenging seasons,” she says. “When retailers strike the balance between positioning the top end while still creating value entry points, it keeps cherries relevant, exciting and attainable for a broad range of shoppers.”
Gipe-Stewart also says health messaging can help drive sales as consumers look to better-for-you options.
“Cherries deliver about 3 grams of fiber per 1-cup serving, including both insoluble fiber, which supports digestion and gut movement, and soluble fiber, which can help with cholesterol and blood sugar regulation,” she says. “Cherries are also one of the few foods that naturally contain melatonin, which supports sleep. Those are powerful, easy-to-understand benefits that give retailers a strong foundation for messaging in-store and digitally.”
Patrick also points to a recent study out of Texas A&M University that shows anthocyanins and other natural compounds in dark sweet cherries could reduce tumor growth, metastasis and therapy resistance in triple-negative breast cancer.
“We’re just seeing more and more consumers trying to step away from processed foods, and of course, fresh produce is one of the first places they go to, and we want everyone to focus on cherries as much as much as they can,” he says.
This blend of wellness and convenient pack sizes provides a unique opening for stores to market cherries as a multifunctional staple rather than just a seasonal treat, Gipe-Stewart says.
“When retailers combine clear health messaging with thoughtful pack size strategy, it allows cherries to function as both an everyday wellness item and an affordable indulgence, driving both accessibility and overall category growth.”
Sinks also suggests retailers approach displays with select items to drive sales.
“Retailers should pair cherries with complementary, high-frequency items — berries, yogurt, bagged salads, grilling items — to build a full summer meal or snacking occasion,” he says.
Sinks encourages retailers to use urgency as a strength, as cherries are one of the most time-sensitive produce categories.
“Retailers should start building awareness just ahead of first promotable volume, then go all-in as soon as supply and sizing align — likely shortly after Memorial Day this year,” he says. “A strong start to the Northwest season is critical to establish momentum and drive destination trips. Lean into ‘now is the moment’ messaging early and often, because once peak passes, the opportunity narrows quickly.”
And Gipe-Stewart says retailers should tap into the fear of missing out in digital marketing.
“From a strategy standpoint, digital marketing should shift into high gear in early to mid June as volume builds, then stay consistent through the full season,” she says. “Positioning cherries as a limited-time, peak-summer item — while reinforcing quality, freshness and health benefits — helps create that sense of urgency and drives destination trips throughout the entire June to August window.”
But, Sinks says, it all comes down to the fruit consumers take home.
“None of this works without delivering on quality and eating experience,” he says. “In a value-conscious environment, cherries have to look great and eat even better. When shoppers feel confident they’re getting a consistently high-quality product, it drives repeat purchases. If the eating experience misses, those repeat trips become fewer and further between — something retailers can’t afford in today’s environment.”
Promotions, Promotions, Promotions
And don’t neglect promotions, Riggan says. Retailers should be confident in the quality and sizing of this year’s crop to be able to promote cherries in a way that will bring new customers to the category who will come back again and again in the season, he adds, noting that cherries are a basket-driver that justifies the floor space.
“Cherries are a powerful enough item that people will come to a store for them, and they’ll usually fill the rest of their basket with stuff,” he says. “Maybe [retailers] lean in a little bit and have some aggressive ads and then drive some new customers to the category; maybe make up your money next week, get your sales velocity up and try to drive as much volume through as you can because cherries are limited.”
Patrick says Northwest cherries will partner with Washington State University on a national consumer contest to guess the number of cherries on a tree in professor Matt Whiting’s research orchards. He says this is a promotion Northwest cherries used to do in the past, and he’s excited to bring it back.
“The winner will receive a box of cherries and there’s going to be a whole bunch of different prizes as well,” he says.
Sinks says Honeybear Brands will help celebrate America’s milestone with its own unique packaging.
“We are also packing in a patriotic-themed pack that celebrates the 250th birthday of the USA for a limited time,” he says. “That will provide a nice complement for July 4 celebrations.”
Gipe-Stewart says eye-catching packaging is a great way to catch the shopper’s eye in the produce department and build on those impulse buys. She says Superfresh Growers recently refreshed its cherry pouch bags with revamped Superfresh-branded bags and its Super Cherry program that features bold colors, graphics and visual cues to grab shoppers’ attention.
“For the Superfresh line, the new bags bring a more modern, approachable feel, while helping clearly differentiate between dark sweet and rainier cherries at the shelf,” she says. “For the premium Super Cherry line, the refreshed packaging leans heavily into the program’s core differentiators: jumbo sizing, flavor and a more elevated consumer experience. The bold ‘Jumbo Size & Flavor!’ messaging was designed to quickly communicate value and reinforce the premium nature of the fruit.”
Shales points to Stemilt’s ultrapremium cherry program, Kyle’s Pick, as a way to position cherries to highlight not only flavor but also quality.
“This is not just a fruit-size program, but [it also] looks at data from multiple points to select the very best cherries for this pack,” she says. “There is even an R&D signoff via taste test to ensure the flavor matches our Ultra Premium promise. We’ve seen success selling this alongside other cherry packages and encourage retailers to bring it in as a premium SKU like they would in berries or grapes to drive sales with specific shopper groups.”
Maximizing the 90-Day Window Beyond the Holiday
Shales says it’s important to remember that “every week of cherry sales matters” and echoes Riggan’s advice for retailers to remain in constant communication with cherry suppliers to adjust as the market changes.
“The Fourth of July holiday is critical for building momentum in cherry sales as the industry reaches its peak post-holiday, yet June is a volatile time for cherry volume and pricing, and that can cause trade-offs in retail pricing that will get that momentum started,” she says. “Make the most of the holiday so that cherry sales are in ‘repeat’ mode as the peak arrives. Quality drives consumer purchases and should be a focus all season long.”
Riggan points to National Rainier Cherry Day on June 28 as a way to help promote the red-blushed cherry variety, as well as the Fourth of July, though retailers should also think about the post-July 4 window.
“We’re about midway [on July 4], so there’s a whole month and a half, almost two months of cherry sales opportunity after July 4,” he says. “There is a good volume of cherries generally through the 20th of August for sure. Again, communicate with your sales desk that they’re buying from and make sure they get all the opportunities.”
Gipe-Stewart says one of Superfresh Growers’ largest cherry orchards doesn’t begin to harvest until mid-July and continues picking into mid-August or later.
“When retailers step off promotions too early, it can slow category momentum right when the crop is hitting its stride,” she says. “The opportunity is to stay committed, maintaining strong displays, consistent ad support and digital presence throughout July and into August. Retailers who do this not only drive better movement but also maximize the full value of the Northwest season for both themselves and their grower partners.”
Sinks says a mistake retailers can make is waiting till close to the July 4 holiday to promote cherries.
“There’s often a tendency to wait for ‘perfect’ volume or cost, but in an early, dynamic season, that hesitation can mean missing the most impactful selling window,” he says.
Peak isn’t just the biggest volume, Sinks says, but it’s when quality, size and consumer excitement align.
“Retailers who lean in early, adjust pricing aggressively and promote consistently throughout the peak window will capture more dollars, drive velocity and build stronger category momentum,” he says.
