The first shipment of California Bing cherries has reached UK shops this week, available for the first three weeks in June.
The California Cherry Advisory Board (CCAB) has reported a good-quality crop, lower in volume than last year's record production.
Neil Gordon, chief executive of NMG Consulting, who market CCAB in the UK, has said that vigorous promotional activity is underway.
“We are looking forward to another good year for the big, dark red California Bing cherries and know from early sales that the juicy fruit is already receiving a big welcome from British shoppers,” said Gordon.
“We like to think that the Bings not only help retailers with a boost to their stonefruit counters, but bring British consumers a new luscious summer taste experience. They provide a ray of sunshine after our dark, dreary winter and current economic turmoil.
“Britons have come to love California Bing cherries and we intend to give them their annual treat, not just this year, but next and for many others.”
The CCAB has produced colourful leaflets containing easy recipes and serving suggestions available at the point of sale to support the product.
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