Issue link: http://read.dmtmag.com/i/60127
built to meet Storage Solutions . . . Delivered to your site Shelving 30 Fire Protection Contaiment Pan For many years, cherry pie was the product consumers most associated with red tart cherries. In 2009, the message was "Choose cherries, America's superfruit," stressing that they were local, American, not some foreign berry like acai or goji— "a friendly superfruit, politely competitive," as Wehman put it. In 2010, the theme moved to "Powered by red," adding claims, backed by scientific research, that cherries have anti-inflammatory properties and can reduce pain. Other messages talked about cherries' melatonin content and its relationship to healthy sleep. That year, as the industry presented its message, it coordinated with 13 large city marathons, in which celebrity athletes talked "red recovery," how eating cher- ries or drinking cherry juice helped runners to more rapid and less painful muscle recovery after intense exercise. The "Powered by red" theme continued in 2011, and was extended into advertising in trade publications that urged manufacturers to adopt a "red hot idea" and "go red instead" when choosing ingredients for baked goods, trail mixes, energy bars, and other food products. The idea, Wehman said, is that cherries are a naturally functional ingredient, not an additive or a fortification. My Plate guidelines The "go red instead" idea is being translated into con- sumer publicity, starting with USDA's new My Plate eating guidelines. "Four-fifths of Americans are not eating enough fruits and vegetables," Wehman said. "And half the fruit con- sumers do eat is apples, oranges, bananas, and water- melon. How boring is that? Why not go red instead? Fight fruit fatigue! "It's a great time to be a fruit," Wehman added. The new dietary guidelines from USDA devote half the plate to fruits and vegetables. People are looking for "naturally functional" foods to fill that half. The primary competitors in the market being carved out for tart cherries are cranberries, strawberries, and blueberries, he said, and the plan is to take market share from them—while building total demand for all with the new attention and publicity. Grapes are following suit, joining the fray. So, if you've noticed the change in image, "it probably seems like this all happened on its own," Wehman said. "That's good. It's more believable that way. But there was a whole lot of hard work behind it." The industry now maintains several Web sites that contribute to the overall buzz. For more information, go to www.choosecherries.com, www.cherryresearch.com, and www.cherryprocessor.com. • VAN WAMEL BV Energieweg 1 - P.O. Box 4, 6658 ZG Beneden-Leeuwen Holland Phone: +31(0)487 592944 Fax: +31(0)487 592970 E-mail: perfect@vanwamel.nl Website: www.vanwamel.nl www.goodfruit.com GOOD FRUIT GROWER APRIL 1, 2012 39 Distributors: Produce Systems Co. P.O. Box 611 Wilmington MA 01887 Tel. 603 883 8500 Fax 603 883 8510 www.producesystems.com New and Ventilation Used Refurbished Buildings Available 8 x 8 10 x 30 Contact us at 30 509 88or4-0555 www.rentmestorage.com FRUITGRADING EQUIPMENT choosecherries.com ORDER TODAY