The Cherry Industry Administrative Board recently unveiled its True Tart certification program, which it says offers processors a verified, recognizable signal that products bearing the certification mark meet defined standards and represent U.S.-grown Montmorency tart cherries.
Amy Cohn, president of the U.S. Tart Cherry Institute, says True Tart will bring clarity and differentiation to a growing category, noting that imports represent about 30% of supply.
“Products that are easier for consumers to identify and understand have a stronger opportunity to build preference over time,” she says. “The certification program is designed to strengthen the competitive position of U.S. tart cherry growers and processors by improving clarity and reinforcing the value of U.S.-grown Montmorency tart cherries.”
Mitigating Import Pressures and Driving Retail Value
Cohn says products in the marketplace often use the term “tart cherry” without communicating the origin of the products or the variety.
“As awareness of tart cherry research continues to grow, clarity around what is in a product — and where it comes from — becomes increasingly important for buyers, consumers and health professionals,” she says.
Cohn says this distinction will also help meaningfully feature U.S.-grown tart cherries and build awareness.
“The certification helps ensure that the value created through promotion is more directly aligned with products that meaningfully feature U.S.-grown Montmorency tart cherries,” she says.
Cohn notes that True Tart certification is not intended to exclude products but instead provide clarity to shoppers.
“By clearly distinguishing products that contain meaningful levels of U.S.-grown Montmorency tart cherries, the mark helps reduce ambiguity at shelf and strengthens consumer understanding of what they are purchasing,” she says. “Ultimately, that clarity protects value and reinforces the position of U.S. growers and processors in the marketplace.”
An immediate focus is to onboard the U.S. Montmorency tart cherry industry through processors and brands to build alignment and consistency at the store level.
“Tart cherries appear in many different formats across the store, and consumers are increasingly looking for simple, recognizable cues that help them quickly identify products aligned with the attributes they value,” Cohn says. “A mark like True Tart can help provide that recognizable cue on shelf.”
True Tart will also help retail category managers with a more cohesive identity for products with tart cherries, says Cohn, noting that other categories have focused on health and origin storytelling.
“Tart cherries have a uniquely compelling story of their own,” she says. “In the U.S., nearly all tart cherries grown — about 98% — are Montmorency tart cherries, which gives the category a strong, recognizable identity across research, product development and consumer applications. When consumers see tart cherry products or research-backed benefits, they’re often tied specifically to Montmorency tart cherries. That consistency helps create a clear and differentiated story in the marketplace.”
She notes this certification will also position tart cherries as a daily staple. Known for its bright red color, tangy taste and availability through juice, concentrate and dried, frozen and canned options, tart cherries can be incorporated into smoothies, beverages, snacks, meals and more.
“Between flavor and function, tart cherries occupy a very unique space,” Cohn says. “True Tart’s role is helping consumers and retailers see tart cherries not as a niche ingredient, but as an accessible, versatile and craveable staple that fits naturally into a variety of eating styles and habits.”
How the Certification Process Works for Processors
For processors, Cohn says the goal was to ensure program compliance is streamlined and structured with its product-specific application review and approval process. CIAB will administer the reviews to ensure consistency and will be judged based on established eligibility criteria.
To earn the True Tart marks, products will undergo a structured review to verify the product and product variation contain a meaningful amount of U.S.-grown Montmorency tart cherries, according to CIAB. True Tart products must have U.S.-grown Montmorency tart cherries explicitly listed in its ingredients.
“Following approval, companies must execute a licensing agreement and are required to adhere to the program’s brand guidelines when using the mark,” Cohn says. “Any packaging featuring the mark must comply with program brand guidelines and applicable usage requirements. This helps ensure consistent and accurate application of the program standards.”
Cohn says she expects approved companies to add the mark through updated packaging as companies work through existing inventory, noting that CIAB is committed to supporting partners through the process.
“We recognize that packaging timelines can be lengthy, particularly with existing inventory, so it is up to the processor to determine when it makes sense for them to transition their packaging following approval to use the True Tart mark,” she says. “The intent is for the mark to roll out with updated packaging rather than via a sticker or temporary solution. As companies naturally update packaging and work through existing inventory, consumers should begin seeing the mark appear progressively across approved products.”
Technical Thresholds and Long-Term ROI
CIAB has defined minimum standards across all product forms, including canned, dried, frozen, juice and concentrate, which vary by product format to ensure consistency and protect long-term consumer trust.
“Regardless of format, the standards are designed so that consumers can be confident the product contains a meaningful level of U.S.-grown Montmorency tart cherries and meets the program’s defined standards,” Cohn says. “When it comes to blended products, the greater than or equal to 10% threshold for dried, frozen and canned formats and greater than or equal to 20% threshold for beverages helps ensure Montmorency tart cherries are present at substantive levels rather than trace amounts, aligns with FDA ingredient-order expectations and remains practical for processors.”
Cohn points to economic analysis showing sustained domestic promotion and consumer education can generate meaningful returns for growers.
“Recent analysis showing nearly a 3-to-1 return on domestic promotion investments,” she says.
As a newly launched program, the major focus is establishing baseline adoption and participation. Over time, the industry will evaluate processor participation, product adoption, consumer awareness and demand metrics to assess its impact.
“Ultimately, the long-term success of the program comes back to strengthening demand for Montmorency tart cherries across the marketplace,” Cohn says. “If True Tart helps create greater consumer awareness, clearer product identification and broader everyday usage, that increased demand ultimately flows back through the supply chain to the U.S. family farms producing Montmorency tart cherries.”
