Issue link: http://read.dmtmag.com/i/481870
8 APRIL 1, 2015 GOOD FRUIT GROWER www.goodfruit.com L ast year's record Northwest sweet cherry crop of more than 23 million boxes is proof that consumers are ready for more cherries, says a representative of Nielsen Perishables Group. In the last two decades, the volume of Northwest cherries has been on an upward trajectory. The growth trend reflects increased plantings and new orchard sys- tems with dwarfing rootstocks and densely planted trees. The most recent census from the U.S. Department of Agriculture estimated that the West Coast states of Washington, Oregon, and California had more than 85,000 acres producing sweet cherries. The rapid increase in West Coast cherry acreage has also spurred investment in mil- lions of dollars of new sorting technology at West Coast cherry packing facilities. Accompanying the trend has been a nagging fear that volume will exceed demand and deflate the cherry balloon, but last year's impressive crop movement and strong retail sales of Northwest cherries should quiet any naysayers. "With the help of last year's record vol- ume crop, 45 million extra pounds of cher- ries were sold last year between late June to mid-August compared to the previous year," said Chris Balzer, associate client director for the Chicago-based Nielsen Perishables Group. Cherries accounted for 1.3 percent of produce dollar sales for the year ending October 2014. "That's a great story," Balzer told growers attending the annual Cherry Institute meeting in Yakima, Washington. "The strong volume suggests that demand has not reached a plateau. It shows that consumers are ready for more cherries." Produce renaissance Balzer has worked with fresh produce commodities for more than eight years, first for the Perishables Group and now for Nielsen, which acquired the Perishables Group three years ago. In the produce arena, Nielsen tracks what consumers are buying in 18,000 stores across the country and analyzes buying habits and consumer interaction in the market. Cherries did great last year, he says, but can the momentum continue? Balzer believes that by better under- standing consumers—their needs and val- ues—the cherry industry can reach even more customers in the future. In looking at U.S. grocery store trends, Consumers are ready for MORE Don't be afraid of larger cherry crops. by Melissa Hansen TJ MULLINAX/GOOD FRUIT GROWER Washington, Oregon, and California now have more than 85,000 acres devoted to growing sweet cherries. Consumer demand continues to grow. Distinguished The essential resource. goodfruit.com Associate Editor Richard Lehnert earned Michigan State University's Distinguished Service Award for his years of work informing growers about scientifi c advancements.