CMI Orchards releases new American Dream category statistics ahead of cherry season

Wenatchee, Wash.-based CMI Orchards has unveiled its newest American Dream CatStats.

The release of the nine-page report comes in preparation for the high-velocity sales that come with the upcoming cherry season, according to a news release.

The American Dream program donates a portion of the proceeds from the sale of each carton to a cause that supports veteran and military groups of the retailer’s choice, the release said. The organizations already supported include Operation Homefront, Wounded Warrior Project, Soldiers’ Angels, and Vets Serving Vets, among many local community programs, with donations being made in the name of the participating retailers.

The patriotic program is two-pronged in its approach, Rochelle Bohm, vice president of marketing for CMI Orchards, said in the release.

“American Dream stirs-up excitement in the produce department by tying into some of America’s most important holidays, and it also honors and gives back to those that have served and sacrificed,” she said in the release. “This doubles the program’s impact and extends its reach from local and regional events to a national level.”

Bohm said the dual-impact nature of the program is especially effective during patriotic holidays and the summer season, with engaging graphic displays and eye-catching packaging to attract in shoppers.

“American Dream is especially effective during the Northwest cherry season, where capturing impulse purchases is so crucial,” Bohm said in the release. “Savvy retailers who want to engage high-velocity sales can capitalize on this program and drive sales to help carry their produce departments throughout the year. Planning ahead and securing variety, volume and secondary displays in anticipation of repeat shoppers is critical.”

Not just cherries

The seasonal excitement brought on by cherry harvest year over year is only part of the equation, CMI’s Senior Marketing Manager Danelle Huber said in the release.  

“With a number of patriotic holidays on the calendar, shoppers are always looking for a reason to celebrate,” Huber said in the release.  “Nielsen Retail Federation reported in 2020 that 65% of consumers planned to purchase patriotic-themed merchandise during the Independence Day holiday, and that holiday-optimized package designs can generate an average of a 5.5% lift in forecasted revenue.”

The success of patriotic packaging is not only seen in the produce department. The International Dairy Deli Bakery Association reported that 72% of shoppers said they were more likely to purchase food products with patriotic packaging during the summer months, which include holidays like Memorial Day and Independence Day, the release said.

That fact, Huber said, puts CMI in a great position to set retailers up for success, especially related to cross-platform advertising and merchandising.

“CMI works hand-in-hand with retailers, tailoring the program and finding meaningful contributions that support events important to their communities, as well as contributing to organizations for a national impact,” Huber said in the release. “The American Dream program is highly customizable, so retailers can build out a program that’s going to work the best for them. Even the give-back component can be personalized, with retailers able to choose any local, regional, or national cause that really aligns with their company or customer base.”