Orchard View is ready to celebrate 4 July with a shower of cherries

Orchard View enters the 2026 season with a very clear objective: to reach July 4, a symbolic date for cherry consumption in the United States, with an abundant, early and high-quality supply. The fourth-generation family-owned company from Oregon is focusing on a Pacific Northwest campaign that is expected to be early and well aligned with promotions for the American national holiday, which is particularly significant this year as it marks the 250th anniversary of the United States.

According to the company, Orchard View expects to handle around 1.2 million boxes of premium cherries during the season, which is expected to conclude by the end of July.

July 4 as a strategic window for retail

Supporting the commercial program once again will be Oppy, the Vancouver-based produce group that has managed the marketing of Orchard View cherries for over 15 years.

Roger Aguirre, Director of Apples and Pears at Oppy, told FreshFruitPortal.com that the company is pleased both with the customer portfolio built over the years and with the quality currently observed on the trees. Orders for the season have already been secured and sales expectations remain positive throughout the period.

The key moment will be the Fourth of July holiday, described by Aguirre as the main event of the year for cherry sales. The production peak, he noted, is expected to coincide with this window, creating the conditions for a strong commercial season.

Unitec technology for more precise selection

Alongside its commercial planning, Orchard View has also invested in post-harvest processing. A 48-line Unitec system based on optical inspection technology is now operating in the packing facility.

The system analyzes each fruit by assessing parameters such as firmness, size, color and the presence of defects before packaging. According to Aguirre, the main benefit is for the final consumer, who can rely on a more uniform product and a more satisfying eating experience. At the same time, retail partners gain greater guarantees regarding the consistent quality of the packs.

Exports: Asia remains central despite costs and tariffs

While the domestic market remains a priority, exports continue to represent a relevant component for Pacific Northwest cherries. Piers Hanbury, Executive Director of Category Development at Oppy, highlighted that international demand, particularly in Asia, remains solid despite a more complex context.

Rising freight costs, currency fluctuations and the impact of tariffs are making the balance between domestic programs and exports more delicate. However, according to Hanbury, the reputation and quality of Pacific Northwest cherries continue to support interest from global markets.

Recognition of Orchard View’s international role

Orchard View’s international reach was also recently recognized by the Oregon Consular Corps, which presented the company with the Global Trailblazer Award for its contribution to international trade and the regional economy.

Hanbury described the recognition as an important honor, emphasizing the role of the Thomas family and Pacific Northwest growers in strengthening the image of Oregon agriculture and U.S. products in overseas markets.

A look at the season

With significant volumes, a favorable commercial window and targeted investments in fruit selection, Orchard View is preparing for a campaign in which quality, technology and promotional capacity will be decisive. July 4 therefore becomes not only a consumption peak, but also a strategic showcase for measuring the strength of premium cherries from the American Northwest in both domestic and international markets.

Source: www.freshfruitportal.com

Image source: Stefano Lugli

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