River Valley Fruit debuts PLU number for exclusive Audra Rose cherry

Grandview, Wash.-based River Valley Fruit has introduced the Audra Rose cherry bag with its newly assigned PLU number, 3550.

This development marks a significant milestone for the Audra Rose cherry, a unique and highly sought-after variety, according to a news release.

Audra Rose cherries were first discovered in 2005 by Audra Leitz in her family’s orchard, the release said. Initially, Richard Leitz and Matthus Leitz, Audra’s father and brother, packed and delivered the cherries themselves. Over time, the demand grew, prompting the family to graft more trees and establish the Audra Rose brand in 2020, according to the release. Until recently, the cherries were only available in a 1-pound clamshell pack.

Due to increasing demand and growing volumes, River Valley Fruit responded to retailer requests and developed a 1.25-pound pouch bag for the Audra Rose cherries. To distinguish this variety, the company pursued a PLU, which was awarded as 3550 in April, the release said.

“During the 2022 season, demand exceeded supply, and packaging all the Audra Rose cherries in clamshells became impractical,” Carrie Koerner, sales manager at River Valley Fruit, said in the release. “Retailers were inquiring about a bag option, and having a dedicated PLU for the Audra Rose cherries was crucial in setting them apart from other varieties.”

The Audra Rose cherry bag, packaged in a 12/1.25-pound box, offers a convenient and cost-effective alternative for retailers, the release said.

Available exclusively through River Valley Fruit and grown exclusively by Leitz Farms, the cherries will be available from mid-to-late June until mid-July.

Anticipating their most productive year to date, River Valley Fruit is expecting about a 50% increase in the amount of Audra Rose cherries they will pack and ship. These cherries are renowned for their super sweet flavor and unique appearance, with a dark mahogany-yellow skin resembling a late-season rainier cherry and a red-yellow starburst-colored flesh during the peak of the season, according to the release.

River Valley Fruit operates its cherry packing facility in Grandview, Wash., and owns orchards and warehouses in Grandview, Sunnyside, and Benton City, Wash. The company is woman-owned, and the sales team consists entirely of women, including Koerner as sales manager and Kassi Orozco as assistant sales manager.

A unique PLU number for Audra Rose has advantages in promotions and protecting the value of the variety, Joe Watson, vice president of retail, foodservice and wholesale for the International Fresh Produce Association, said in the release.

“Congratulations, having an assigned PLU will provide your retail customers with options on how to promote and protect the value of this outstanding product,” Watson said in the release.