Good Fruit Grower

May 15

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Page 40 of 55 GOOD FRUIT GROWER MAY 15, 2014 41 Cherries VAPOR GARD ® FOR CHERRIES SEE LABEL FOR ADDITIONAL INFORMATION AND ALWAYS READ AND FOLLOW LABEL DIRECTIONS N o G e n e r ic S u b s t i t u t e ! A CONSISTENT PERFORMER CONFIDENCE Comes from 40 years and over 150,000 acres treated with VAPOR GARD. That's why many Growers, Consultants, Pest Control Advisors and Packing Houses understand VAPOR GARD's BENEFITS and VALUE on CHERRIES. MILLER CHEMICAL & FERTILIZER CORP. 800-233-2040 ➤INCREASED SIZE & YIELD ➤REDUCED SPLITTING ➤INCREASED SHELF LIFE Using VAPOR GARD on cherries offers growers these benefits: ➤INCREASED SIZE & YIELD ➤REDUCED SPLITTING (with early application) (from untimely rain) ➤INCREASED SHELF LIFE (greener stems) Ed Hanks- SP Farms – Toppenish, WA 9:-591:"7/38:$781:32:+.988495:998,:,978:46:(75:299191:%38:+87+42*:/89926432':# -591:46:9%389:8742:721:46:599)91:6.9,:14126:5/046:75:71':91:238)700,:-591:46:7:+3- /09:64)95:7:,978'::#:(75:70(7,5:.7//,:(46.:"7/38:$781'::#:(3-0126:*83(:+.988495:(46.3-6 46' Ed Sherman - Sherman Orchard Inc. – Quincy, WA #:.79:-591:"7/38:$781:%38:,9785:%38:8742:/8369+6432:(46.:*8976 895-065'::3:5.4//42*:895684+64325:721:*899298:569)5:789:7:*8976 /0-5'::#:599:6.76:),:+.988495:567,:8)98:032*98:(46.:"7/38:$781' "7/38:$781:.75:)389:92965:6.72:-56:8742:/8369+6432' HEALTH messages J ames Michael's goal with the results of cherry health research is to capitalize on one of the fastest growing consumer trends of healthy eating. A majority of U.S. retailers are focused on health and nutrition. In addition to sharing market research information with retailers, Michael, as vice president of market- ing-North America for the Northwest Cherry Growers, also communicates how cherries fit into a healthy life- style. Promotion efforts target food writers and bloggers, chefs, and others through a variety of channels, including social media and videos. All fruit groups are looking for the magic health bullet, trying to emu- late the success of blueberries and pomegranates, he said. "Competi- tion is fierce when it comes to health messages. It's like a professional sport and all of the fruit groups are following the same guidelines, trying to get the consumer's attention." Health messages must be carefully and deliberately chosen. The messages used by Northwest Cherry Growers in last year's news release were first approved by the USDA and the Academy of Nutrition and Dietetics. Northwest Cherry Growers was able to tell retailers and oth- ers, for example, that consuming sweet Bing cherries can help pre- vent chronic inflammatory diseases, such as cardiovascular disease, diabetes, arthritis, and cancer. "We don't want to overstate the health benefits, but we also don't want to limit ourselves," Michael said. "We don't want to lead with something like 'high in anthocyanins' because once you do that, consumers will never think beyond that message." —M. Hansen "Cherries are a natural anti-inflammatory but have a host of other potential benefits," Michael said (see "Potential health benefits"). Though sweet cherries share some of the same health benefits as tart cherries, they require minimal sugar when making a pie compared to the typ- ical two cups for a tart cherry pie. And because sweet cherries have a low glycemic level of 22 (foods above 70 can cause blood sugar levels to soar), he hopes to prove that a cup of cherries after a meal may be helpful for diabetics. "Eat- ing a slice of sweet cherry pie may truly be good for you," he said. Next phase One of the initial limitations in sweet cherry research was the fruit's seasonality. A shelf-stable cherry powder was needed to expand the time frame that feeding studies could be done. Columbia PhytoTechnology, LLC, of The Dalles, Oregon, recently developed a powder from frozen cherries that will be used in future studies. The powder contains all of the compounds that fresh cherries do. USDA scientists are in the process of developing a placebo to use in studies with cherry powder, a critical next step in trials. Another positive is the growing interest in cherry health research. For the first time, a Washington State University food scientist, Dr. Giuli- ana Noratto, will work on the nutrition and health aspects of cherries instead of traditional production issues that other WSU researchers have studied. Noratto's research focus at WSU is the role of nutrition in the pre- vention or progress of obesity-related chronic diseases. Noratto and colleagues at Texas A&M University recently found that compounds in peaches can inhibit the growth of breast cancer cells and their ability to spread. She will be analyzing a spectrum of cherries—tart, sweet, and blush varieties—in what Michael describes as a "pit to stem" study. Part of the research process is to explore and apply for research grants to help defray costs. Specialty crop block grants awarded from state agri- cultural departments are an example of funding options. Michael said initial projects are the building blocks to future research. "Health research is a step-by-step process, and it's expensive," Michael said. • "Eating a slice of sweet cherry pie may truly be good for you." —James Michael James Michael

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