Cherries: 2020 results and lessons learned
The COVID-19 pandemic increased the importance of digital marketing, said Catherine Gipe-Stewart, communications manager for Domex Superfresh Growers, Yakima, Wash.
“We’ve learned to turn to digital marketing to replace the loss of demos,” Gipe-Stewart said. “We will continue to have strong digital messaging this year. Last year we learned that consumers are willing to pay for the affordable luxury of cherries.”
Nielsen data shows retail prices were up all season (May 31 to Aug. 29, 2020), and overall dollars were up, despite less volume at the forefront of the season, Gipe-Stewart said.
In 2020, conventional dark sweet cherries were up 28% in dollars and up 6% in volume, with an average retail of $3.49, up $0.61 more than last year, Gipe-Stewart said. Conventional rainier cherries were up 9% in dollars, despite being down 2% in volume. Average retail was $5.26 per pound, up $0.49 per pound.
