From British Columbia to North American and international markets: Star Produce’s cherry season is set to begin in late June, with availability expected through mid-September and possible extensions toward the end of the month.
Star Produce is preparing to bring British Columbia cherries to store shelves starting in late June, with a commercial program aimed at retailers in North America and selected overseas markets. According to company officials, the sales window is expected to continue until mid-September.
Just Picked branded cherries will debut in the southern Okanagan Valley in late June, before moving into the central valley from July through mid-September. This was confirmed by Gino Boensch, sales director and category manager at Star Produce, based in Saskatoon, Saskatchewan.
The company operates mainly in the conventional segment, while organic volumes will be limited. The brand’s positioning remains focused on premium quality and the freshness perceived by consumers.
“Just Picked cherries give consumers a fresh-from-the-orchard eating experience. Whether it’s in bags, clamshells or bulk boxes, only the best cherries make it into the Just Picked brand,” Boensch said.
Recent weather conditions have created the basis for a positive harvest in British Columbia. According to Boensch, orchards were delayed by cooler winter and early spring temperatures, but the trees responded well, with relatively limited damage mainly concentrated in the northernmost growing areas.
The warmer-than-normal weather recorded in the first half of May helped crops recover part of the delay, bringing development closer to normal. Fruit set appears very good, and overall seasonal volumes are expected to increase compared with the past two years.
Star Produce expects to start harvesting early and finish late, selecting only premium varieties designed to offer consumers an eating experience marked by intense flavor and large sizing.
The company is optimistic about the central phase of the season. Boensch hopes the production peak will arrive in late July, in time for summer promotions, and then continue through mid-August. After that, volumes are expected to decline gradually as production moves toward more northern areas.
Shipments will continue until mid-September and, if there are no significant rains, the season could extend until the end of the month.
On the international front, demand from Asia and Europe remains strong. Air freight availability is also returning to normal after a couple of challenging years, an especially relevant factor for a high-value, perishable product such as cherries.
“BC’s late harvest has become world-renowned with far-reaching demand,” Boensch explained. “Our consistency with huge sizing and tremendous flavor is what international buyers have come to expect from us.”
British Columbia is also continuing to move toward increasingly late varieties, grown at higher elevations. According to Boensch, pushing beyond the production limits historically associated with elevation has delivered important results, giving local growers a competitive advantage in the final part of the season.
For this campaign, Star Produce confirms its traditional packaging solutions, with options in bags and clamshells.
Looking ahead, however, the focus is on sustainability: the company is working on a new biodegradable packaging solution, which is expected to be ready for the 2024 season.
British Columbia’s strength is once again confirmed by its ability to serve an advanced commercial window, when the global supply of high-quality cherries tends to narrow. For Star Produce, the combination of a late calendar, large sizing, flavor and consistent quality represents the key asset for consolidating its presence in North American markets and strengthening its export role toward Asia and Europe.
Source: thepacker.com
Image source: Stefano Lugli
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