With the launch of National Cherry Month, the U.S. tart cherry industry is opening a new strategic chapter.
At the center is the enhancement of U.S.-grown Montmorency tart cherries, through tools designed to strengthen identity, profitability, and recognition in the global marketplace.
From Traverse City, Michigan, a project is taking shape that marks an evolution in how the sector presents itself to the market.
After a year focused on modernizing communication, origin protection, and return on promotional investments, the industry is taking a concrete step forward with the development of True Tart™, a new industry-owned certification mark available starting this summer.
The program, introduced as part of a broader strategy, represents the operational translation of an already established path.
“Our industry is moving with intention,” said Amy Cohn, president of the U.S. tart cherry industry. “When buyers and consumers see the True Tart mark on packaging, they will know the product contains authentic U.S.-grown Montmorency tart cherries. Authenticity becomes immediately recognizable.”
The mark will appear directly on packaging, providing a clear signal to distributors, consumers, and nutrition professionals.
The goal is to create a clear distinction from imported products or references that do not contain Montmorency varieties, thereby strengthening the competitive position of domestic production.
A specialized crop investing in the future
Although True Tart will become operational in the coming months, its announcement signals something broader: a sector investing in coordinated tools, strategic vision, and long-term value creation.
The certification represents leverage within an overall strategy aimed at:
According to Cohn, initiatives of this kind can become true drivers of growth and profitability, while also demonstrating a cohesive and proactive industry determined to shape its own future.
The U.S. tart cherry industry has long invested in demand building.
Today, this commitment is being strengthened with more targeted tools: consumer education, partnerships with dietitians, earned media activities, and national marketing campaigns highlighting the bold flavor of tart cherries and the growing body of research on the benefits of U.S.-grown Montmorency cherries.
An independent economic analysis commissioned by the Cherry Industry Administrative Board (CIAB) confirms the effectiveness of this strategy.
The study evaluated domestic marketing and promotional activities between 2020 and 2024, showing that every dollar invested generated approximately three dollars in net revenue for growers, with a benefit-cost ratio of 2.98.
In a context marked by rising costs, supply fluctuations, and import pressure, these figures confirm promotion as a strategic tool capable of generating tangible value throughout the supply chain.
The role of the CIAB and the outlook for the coming months
The Cherry Industry Administrative Board, established in 1997, manages the Federal Marketing Order for the U.S. tart cherry sector, working in synergy with growers, processors, and the U.S. Department of Agriculture (USDA).
Through research, education, and marketing, the organization promotes data transparency and supports the positioning of tart cherries as a functional and versatile ingredient worldwide.
Additional operational details about True Tart™ and other upcoming initiatives will be released in the coming months.
The direction is clear: ensure that demand growth remains closely linked to the value of authentic U.S.-grown Montmorency tart cherries, protecting both origin and profitability.
In an increasingly competitive market, differentiation is no longer optional but essential. With True Tart™, the U.S. tart cherry sector is choosing to move ahead proactively.
Source: perishablenews.com
Image source: Stefano Lugli
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