It was a golden New Year for cherries in Vietnam, in particular for Australia and New Zealand
17 Feb 2025
Despite the significant price increase, demand remained high, especially for premium varieties from New Zealand and Australia.
With the beginning of June, Germany has officially kicked off the sweet cherry season. Early varieties such as "Burlat" and "Bellise" are already available on the markets, coming mainly from the country's earliest production areas.
First harvests between direct sales and wholesale markets
In northern and western Germany, the color change in tunnel-grown fruits is now imminent. However, the early harvested quantities remain limited and are currently not sufficient to meet the needs of large retail chains.
The first German cherries are therefore mainly intended for direct sales and wholesale markets. Despite the limited volumes, prices remain fairly stable.
Underwhelming European supply: Turkey and Southern Europe struggling
Across Europe, supplies from Spain, Italy, and Greece are slowly increasing but remain lower than in previous years. Supply from Turkey also appears reduced, and the prices requested by suppliers remain high.
The majority of the available volumes are absorbed directly by supermarkets and discount stores, leaving little room for other channels.
In calendar week 23, according to AMI data, promotional activities in German retail stores numbered only 19, compared to 29 in previous years. Promotional prices range between €7.90 and €9.97 per kilo.
However, it is expected that in the coming weeks, retail chains will increase their promotional campaigns, further stimulating demand.
Figure 1. Fewer promotions compared to previous years. Promotional initiatives for sweet cherries in German food retail. Source: AMI promotional prices in food retail (LEH) © AMI 2025/OG-MW-1127 | AMI-informiert.de
How will the season develop?
With availability still fragmented but growing, and demand showing signs of awakening, the coming weeks will be crucial in determining the overall trend of the sweet cherry season in Germany and Europe.
The spotlight remains on the balance between supply and price, a key factor for the commercial success of the sector this year.
Source: ami-informiert.de
Header image source: SL Fruit Service
