California Bing cherries have arrived in the UK this week.
The first three weeks of June look to be the bulk of the California cherry season, according to Jim Culbertson, executive manager of the California Cherry Advisory Board (CCAB).
“The current weather conditions are cool and sunny, with the 10 day forecast showing continuing mild weather and no further storms,” he said. “This will be a grower’s dream.”
Mid-May forecasts predicted the total Californian crop of all varieties at 2.8 million 18ib cartons.
“The Bing crop was forecasted at 2.1 million cartons,” said Culbertson. “The current harvest trend if compared to last season would yield a total crop of 2.87 million cartons, so it appears that they were on track.”
The dark red Bing cherries have become very popular with the British, and are stocked and promoted in leading supermarkets because of their high quality and appearance.
Their early arrival usually marks the start of the cherry season and encourages UK consumers to make repeat purchases.
The Californians have been sending cherries to the UK for over 10 years, and the CCAB promotional activity is funded by 450 growers and 24 leading packhouses.
NMG Consulting will spearhead the Bing promotional activities, with plans for major promotions with importers and the leading supermarkets.
“We are expecting another good season for the Bings in Britain,” said Neil Gordon, chief executive officer of NMG Consulting. “There will also be a consumer public relations campaign emphasising the fruit’s health benefits.
“Their arrival on June 1 marks the start of the summer with its outdoor events such as Wimbledon and test cricket which present terrific opportunities for healthy fruit snacking.
“And this year we have the added bonus of the World Cup, which means that millions will be glued to their television sets, hopefully snacking on big, juicy Bings.
“Our message to retailers and to the public is that California Bing cherries are a healthy convenience food that are much in demand and produce good profits.
“The health message in particular is growing in importance as we are all encouraged to eat more fresh fruit.”
Eating cherries can help present disease and cancers, as well as providing pain relief and improved bone health, according to CCAB researchers. Bing cherries are low in calories and contain no fat.
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