With a bold move at the Food & Nutrition Conference & Expo (FNCE) 2025 in Traverse City, the U.S. tart cherry industry delivered a clear and powerful message: it is time to rethink the role of this fruit in everyday diets.
No longer just a dessert ingredient, but a functional food, backed by science and ready to take center stage in the nutritional choices of Americans.
The U.S. tart cherry industry launched its FNCE presence with an immersive experience reserved for around 100 of the most influential registered dietitian nutritionists (RDNs).
The goal was clear: to demonstrate how tart cherries — in juice, dried, frozen or fresh form — can become an integral part of healthy eating habits.
A targeted approach aimed not only at boosting visibility, but at defining a new strategic direction aligned with emerging trends that position food as a key driver of well-being.
Today’s consumers are looking for reliable, functional foods, and dietitians play a decisive role in recommending products, influencing purchasing decisions, and building trust around agricultural ingredients.
The “Power Down with Tart Cherries” campaign tapped into growing public interest in physical recovery, rest, and everyday performance.
Tart cherries, particularly in juice form, were presented as natural allies for muscle recovery after physical activity.
The versatility of the product was a central focus: from dried to frozen and canned formats, each form helped tell the story of a functional, flavorful, and modern fruit that is often underestimated.
Participation at FNCE marks a turning point for the industry, signaling the beginning of a path focused on creating synergies among growers, processors, nutritionists, and food communicators.
The goal? To make tart cherries a familiar household staple, enhancing the value of every available form.
Amy Cohn, dietitian and president of the U.S. Tart Cherry Industry, emphasized: “Dietitians are not just science communicators, but true cultural connectors.
If they recommend a food, the impact is tangible — in the grocery cart, in the kitchen, and online. This event gave them a new way to look at tart cherries and to share their story with the people they serve.”
According to Cohn, the FNCE presence is only the beginning: “This is not just about the product, but about being present in the places where the future of food is shaped.
And the response was unmistakable: tart cherries deserve a place at the table.”
With this positioning strategy, the U.S. tart cherry industry aims to secure a stable role within the superfood landscape.
Backed by scientific research and a coherent narrative, tart cherries are positioning themselves as key players in everyday diets across the United States — and beyond.
Source: www.andnowuknow.com
Image source: CIAB
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