Californian cherry orchards are in full bloom ahead of season due to the warm weather conditions experienced during March, said the Californian cherry advisory board (CCAB).
But despite the ideal cherry-growing conditions and the advanced bloom in the orchards, the first crop harvest for the Bing cherry variety, the main type sent to the UK, will begin as per normal in early May.
Market timing is crucial in order to maximise sales into the UK, as is keeping both importers and retailers informed on the produce quality and volume, explained CABB UK spokesman David Cox. Over the past year, cherry sales to the UK have increased and Cox attributes this rise in volume sold to two main reasons.
Firstly, the decline in the US dollar resulted in Californian cherries becoming more price-competitive against the major European cherry suppliers to the UK, thus increasing the local demand. Secondly, the European cherry crop ran four weeks late last season, commencing only in June, allowing Californian cherry growers to profit from supplying the early-season shortage, especially since west-coast cherries are easily air-freighted to the UK - from tree to store in three days.
With the anticipated bumper crop of Bing cherries this season, CCAB are planning several produce promotions with major retailers as well as publicising the health benefits to consumers of eating the stone fruit. To support the push towards healthy eating to reduce obesity in the UK, CCAB will be reminding consumers that cherries are a convenient and ideal snack, especially for office workers. To coincide with the arrival of the fruit in the UK market, consumers will be informed of the benefits of eating cherries on lifestyle and cookery pages of certain publications. Cox explained: “The Bing variety is a big, black and luscious cherry and a good source of vitamin A, potassium and fibre.
“The Californian cherry is of superb quality, a very important factor when selling to UK consumers. Along with Japan, the UK is viewed as an important export market for CCAB and with the sunny weather last month, a full promotable crop of cherries will be available to supply these markets”.
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