Amy Cohn (Cherry Market Institute): the challenge of combining tradition and global market

Every year, at Thanksgiving, Amy Cohn’s family enjoyed cherry pie and apple pie for dessert, sparking an annual family debate about which one was better.

“I have very fond memories of being a little girl eating sour cherry pie with my grandfather, to whom I was very close,” Cohn said. “It’s something that became an emotional connection with a fruit.”

Cohn’s connection to the iconic fruit of northern Lower Michigan is about to deepen significantly in her new role as the president of the Cherry Marketing Institute, a research and promotion organization based in Dewitt, north of Lansing. The organization, which represents nearly 400 tart cherry growers nationwide, is tasked with expanding the domestic and international markets for tart cherries. It is funded by growers across the United States and represents cherry growers in various states, including New York, Utah, Washington, Pennsylvania, Wisconsin, and Oregon.

While CMI is a national organization, Michigan is the epicenter of its activities. Of the nation’s 136,078 tons annual yield, approximately 75% is grown in Michigan. Utah produces about 8% of the total, followed by New York (5%) and Washington (4%). About 98% of the national tart cherry crop consists of the Montmorency variety.

Cohn worked as a dietitian for 25 years, the last 17 with General Mills, headquartered in Minnesota. It is the world’s sixth-largest food company and produces a wide variety of products ranging from flour to breakfast cereals to snacks. Originally from Colorado, she earned her degree in dietetics from Dominican University near Chicago and was credentialed at the University of Illinois Chicago.

“I really enjoyed my time at General Mills because I got to understand consumers, what they want, and what they need,” she said. She led the company’s communication and advocacy efforts in health and nutrition. She was drawn to the CMI position due to her fond family memories of tart cherries and her dietitian knowledge of the cherries’ nutritional benefits and health advantages.

“When I was in school to become a dietitian, I learned about the power of tart cherries, their nutritional benefits, and their superior nutrient density,” Cohn said. “So, when this position was presented to me, I was drawn to it both emotionally and intellectually.”

Cohn acknowledged that she does not have a background in agriculture and has minimal experience in the inner workings of the tart cherry industry, which can often be challenging and volatile. She said she has “a lot to learn from the growers in the community” and will rely on farmers, processors, and other industry experts to get up to speed.

“I learned a long time ago that if you can build authentic and meaningful relationships, you can really go far,” she said. “So, I look forward to meeting all the great people in this industry.”

CMI officials also expressed confidence in Cohn’s ability to adapt to the new role. Melanie LaPerriere, president and CEO of Cherry Central, a fruit growing, processing, and marketing company based in Traverse City, is vice chair of CMI’s board and served on the selection committee for the new hire.

LaPerriere said Cohn’s background in dietetics and nutrition makes her well-suited to help the organization find new markets for its tart cherries.

“If you look at CMI’s charter and directives, the goal is to grow consumption of tart cherries,” LaPerriere said. “We thought Amy was the right person to do that.”

Image 1: Amy Cohn.

Cohn will also wear two hats in her new role, as the position has been merged with the leadership role of the Cherry Industry Administrative Board. Since 1997, the CIAB has served as the administrative arm of the Federal Marketing Order for tart cherries.

“We felt that combining these roles would bring a level of efficiency,” LaPerriere said.

Looking ahead, LaPerriere said the industry will focus on three main initiatives in 2025, including outreach to its hundreds of member growers nationwide and strengthening relationships with state and federal legislators and the United States Department of Agriculture.

“We rely heavily on the USDA as a critical partner,” she said.

In the coming months, CMI will also bolster its marketing and promotion efforts for tart cherries. LaPerriere said the organization recently hired a new advertising agency, Curious Plot, a consulting firm based in Minneapolis that works in the food, agriculture, and animal care sectors. Curious Plot is a wholly owned subsidiary of Land O’Lakes Inc, a farmer-owned agricultural cooperative headquartered in Minnesota specializing in dairy products.

Cohn said that despite the challenges faced by tart cherry growers—from price fluctuations to rising production costs and the impact of climate change on the industry—there are several positive trends to highlight in the sector. The social media platform Pinterest, which tracks food, style, and home trends, recently identified tart cherries as a trending product for 2025.

The U.S. Food and Drug Administration recently added tart cherries and cranberries to the list of “healthy” foods that help consumers identify items aligned with FDA dietary recommendations. Producers can use the designation on food packaging that meets updated criteria under the new guidelines.

“It’s a big deal,” Cohn said. “In marketing, I always say the trend is your friend... if we can capitalize on a trend with our incredible product, we should do it.”

Cohn has already begun her new role, meeting with growers, processors, horticulture officials, and agricultural vendors at the Northwest Michigan Orchard and Vineyard Show, held last week at the Grand Traverse Resort & Spa. Later this month, she will head west to meet tart cherry industry leaders in Washington State and Utah and will return to Traverse City in July for the National Cherry Festival. She will work from her home in Minneapolis, where her husband runs a chiropractic practice. The couple has a daughter in college and a son in high school.

“I’m confident that the skills I’ve learned and acquired at General Mills will transfer very well to this role,” she said. “But I have a lot to learn in this role, and I look forward to learning from the growers and the community.... the more I learn, the better I can lead, so I’m excited to meet people and talk to them about their challenges.”

Source: Traverse City Record-Eagle
Image: Traverse City Record-Eagle

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