The “cherry glow” promotion highlighted the benefits of cherries for health and beauty to boost consumption and movement of Northwest cherries. The promotion was launched across the United States, reaching retailers, media, influencers, and social media users.
The Northwest Cherry Growers (NWCG) partnered with influencers to promote the brand and asked them to showcase ways to use cherries in recipes. “Glow kits” were sent to media and influencers. Cherry glow banners were used for demonstrations nationwide at retail locations, and press releases/mats were distributed with this campaign and information.
Swag with the slogan “Give Your Summer a Cherry Glow” was also distributed to attendees at fairs.
The NWCG MAT press release achieved 163,921,667 total impressions and 1,079 online placements in publications. The NWCG press release on the start of the 2023 fresh cherry season had a potential reach of 221.1 million people and 407 total views. Instagram grew by 1,837% in 2023 compared to the previous year.
Four influencer partners were secured, generating 2.3 million impressions. Swag on Instagram generated 6,366 contacts with a total of 1,804 likes and 4,562 comments. In 2023, NWCG posts achieved 441,677,637 views.
Source: Produce Business
Image: Produce Business
06 Aug 2025
A Romanian study examines 39 wild cherry genotypes, evaluating phenotypic variability, nutraceutical qualities, and resistance. Results show a strong potential for new high-performance cultivars and enhanced genetic value in the European cherry industry.
03 Jan 2025
At the 11th National Congress of Plant Breeding held in Cáceres in 2024, the impact of global warming on the cherry tree was discussed. In particular, on the needs of different cultivars and their possible adaptation to changing environmental conditions.
01 Dec 2025
Fruit cracking leads to significant economic losses in Mediterranean orchards. Advanced sensing technologies and precision agriculture now allow growers to detect early stress signals, reduce fruit splitting, improve resource efficiency and enhance overall crop sustainability.
01 Dec 2025
Cherry season exposes the limits of self-care as a safety model. Is it a personal duty or a sign of poor risk management? When risks increase, only structured systems—not individual willpower—can ensure health and safety for all workers in the field.
