Cherries are at the center of CMI Orchards' activities, being one of the main products grown, packed, and shipped. With one of the largest selections of cherries on the market, including Red and Rainier varieties, both conventional and organic, and branded options like Skylar Rae and Strawberry Cherries, the company caters to the diverse preferences of buyers.
“Our cherry program, Nature's Candy, and our jumbo cherry program, XXL Cherries, ensure something for every buyer,” said Joel Hewitt, vice president of sales at the Wenatchee, WA-based company.
"While many products are available for 52 weeks, cherries stand out as a seasonal delicacy that constantly fuels demand, ensuring high profits for retailers. We have warehouses and growers specifically dedicated to cherries to ensure that every summer is stocked with this sought-after fruit."
The cherry segment changes from year to year, going through a short but critical period, influenced by various factors. Despite unpredictable elements like the weather, CMI Orchards' activity in the cherry sector has steadily grown, thanks to the relentless pursuit of high-quality fruit.
“Our goal remains to provide cherries with exceptional flavor and size, ensuring customer satisfaction and repeat business,” Hewitt said. “With the recent partnership with Starr Ranch, we gained 33% more tons compared to last year and now hold a significant share of the market for Northwest cherries.”
Rochelle Bohm, vice president of marketing, emphasized that despite the challenges posed last year by the overlap of California and Northwest cherry seasons, the company recorded some of the best consumer cherries they could have wished for.
“Every season is dynamic and complex for different reasons, and it is difficult to make a comparison between seasons due to all the variables,” she said. "Volatility is one of the only certainties of the cherry season, but it is part of the excitement. Last year, our crop was 48% higher than the previous year, which had decreased by 35% from the year before."
During the 2022 sales season, we experienced an extreme compression due to harvest timing. Our full season was shorter, and the harvest time was compressed into fewer weeks."
CMI Orchards' customers are retail partners who support the company during the cherry season, keeping cherries on shelves, promoting and caring for them, as well as consumers who love to eat delicious Northwest cherries.
“Strong partnerships are based on mutual trust, transparency, communication, and shared success,” Hewitt said. “By aligning the interests of growers, retailers, and consumers, CMI adapts and overcomes every obstacle, ensuring our customers only the highest quality fruit on the shelves.”
CMI Orchards continues to consider growth opportunities, and the recent expansion of the entire portfolio - apples, pears, and cherries - has enabled the company to serve customers more comprehensively than before.
“Our cherry volume has doubled this year compared to last year, and if Mother Nature continues to cooperate, we will have the supply needed to satisfy customer demand throughout the summer,” Hewitt said. “Along with our best-in-class promotional tools, retailers leveraging our highly customizable campaigns know we have all the tools needed to drive more items both short and long term.”
Read the full article: The Produce News
Image: CMI Orchard
30 Oct 2023
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