Michigan Cherry Grower Alliance relaunches cherries by focusing on marketing and fair prices

After a disastrous 2024 for Michigan cherries, there is finally a sense of change. Leading the revival is the Michigan Cherry Grower Alliance, founded by Leisa Eckerle-Hankins, which has already gained political attention and concrete results for the sector.

An alliance born from the darkest moment

If you asked a Michigan cherry grower what the worst years have been, 2012 and 2024 would immediately stand out: the first marked by the total failure of the tart cherry harvest, the second so severe for sweet cherries that it prompted the U.S. Department of Agriculture (USDA) to declare a disaster status for the industry.

But right in the midst of the 2024 crisis, the Michigan Cherry Grower Alliance was born, an alliance of growers determined to change course. Founded by Leisa Eckerle-Hankins, the Alliance gathered 65 producers last March in Williamsburg, gradually attracting more and more members and drawing the interest of political figures such as Senator Gary Peters, Congressman Jack Bergman, and State Representative Betsy Coffia, as well as influencing industry bodies like the Cherry Marketing Institute (CMI) and the Cherry Industry Administrative Board (CIAB).

New marketing and a more modern vision

As of April 2025, the Alliance has already achieved significant changes: the CIAB and CMI have appointed Amy Cohn, a dietitian with twenty years at General Mills, as the new president, and have hired the agency Curious Plot, specialized in agribusiness and part of the giant Land O’Lakes.

“We had been stuck for years, we needed a jolt,” says Eckerle-Hankins. “Curious Plot, thanks to its experience in the agricultural sector, can really help us boost cherry consumption.”

Sustainable prices for producers

In addition to marketing, the Alliance focuses on a crucial issue: price. “The minimum to survive is 30-35 cents (about 0.28-0.33 Euro) per pound (about 0.45 kg) for tart cherries,” explains Eckerle-Hankins, while current prices range between 12 and 20 cents (about 0.11-0.19 Euro).

However, there is optimism: the reserve stocks, used to cushion the 2024 shortage, are almost depleted, and this could favor a price increase for the 2025 harvest.

A promising season (despite uncertainties)

From a climate perspective, the prospects for 2025 look good: “The season didn’t start early, and this protects us from late frosts,” comments Eckerle-Hankins.

However, clouds loom on the cost front, particularly for potassium, a fertilizer 85% imported from Canada and now subject to tariffs. “It will take five years to have local production: in the meantime, we are under pressure,” warns Eckerle-Hankins.

Conclusion

Despite the difficulties, the Michigan Cherry Grower Alliance represents a positive signal for the entire sector. With innovative marketing strategies, greater attention to prices, and a watchful eye on international issues, Michigan producers aim to bring cherries back to the center of the scene, turning challenges into opportunities.

Source: leelanauticker.com

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