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CHEERY NEWS ABOUT CHERRIES FROM THE US herry growers and marketers has been the source of air freight space consumer activities, with the trade in the US north-western for cherries, could have resulted in very activities including trade advertising and states of Washington and limited volumes being available. However, supporting editorial, visits with major Oregon, along with Australian cherry shippers and their Australian importers and wholesalers in capital importers, wholesalers and retailers, are partners quickly adjusted, moving to use city markets, and networking at the forecasting another good season for Northwest Cherries from mid-June to early-mid August 2021. Initial estimates by Northwest Cherry Growers indicate the crop could be the third largest on record, approaching 24 million cartons (9kg equivalent), compared with 19.8 million cartons in 2020. Lessons from the challenging 2020 season provide a good basis for planning this year’s Australian sales and marketing programs. Northwest Cherry Growers’ Australian representative, Mark Baker from Produce Marketing Australia, says the trade at both ends of the supply chain adjusted “amazingly well” to challenges thrown at them during the height of the Covid-19 pandemic in the southern winter of 2020. In particular, the cessation of virtually all cross-Pacific passenger flights, which dedicated freighter services, resulting in more than 80,000 cartons (9kg equivalent) being shipped in 2020. With international borders remaining closed for the 2021 season, similar air freight arrangements are being used again this season. All cherries are air freighted, to deliver the best possible quality to Australian consumers. Despite the additional costs, due to high air freight tariffs, quality was a key selling point in 2020 and indications are for a larger crop of similar quality this season. Promotion activities have been developed around some restrictions at retail level, as well as the potential for Australian state-based snap decisions for lockdowns due to Covid-19, says Produce Marketing Australia CEO John Baker. The organisation is implementing a combination of trade, retail and recent Hort Connections trade show, the major event for the produce industry in Australia and New Zealand. Retail activities include an extensive program of merchandising visits, including 300 leading independent retailers in mainland capital cities, and collaborative promotions with major retailers. Merchandising is currently under way, to coincide with the beginning of the season. Limited in- store promotions will occur in early July, coinciding with peak supply, depending on Covid rules at the time. Consumer promotions include in-store radio, digital data-based advertising, national radio advertising and magazine advertising. Mr Baker says early indications are that Northwest cherry volumes will exceed last year’s 80,000 cartons. MARKETING NEWS It’s cherry season! More information: Produce Marketing Australia 02 9642 1555 marketing@producemarketing.com.au www.nwcherries.com AVAILABILITY June July Aug Red cherries Rainier cherries JUN, 2021 RETAIL WORLD 15