Early Northwest crop strengthens CMI Orchards’ summer strategy

Lower Northwest cherry supplies will not dampen CMI Orchard’s summer rollout, the company confirmed to FreshFruitPortal.com. While revenue expectations remain cautious, the Washington-based producer, packer, and distributor foresees no supply hiccups. 

“It’s still early to determine where pricing will settle, as market dynamics are influenced by far more than crop volume alone. But retailers can anticipate consistent availability to support promotions,” a CMI spokesperson said.

The company said that strong merchandising support during peak season will remain critical to maximizing performance.

“Consumer demand for cherries continues to show strong growth, fueled by increasing interest in health-focused snacking, premium eating experiences, and differentiated varietal offerings,” the representative explained. “In response, retailers are expanding cherry assortments with a greater emphasis on premium and specialty programs.”

Timing favors the CMI Orchards’ Northwest crop

Prolonged overlap between the Golden State and Northwest fruit has often complicated promotional planning, the firm noted. However, the harvest’s head start this year helped create a smoother transition from California supplies, which additionally faced multiple quality challenges.

“The Northwest crop started approximately five to seven days ahead of last season, helping sustain early-season momentum,” the company said. 

CMI is encouraging retailers to activate digital and social media campaigns as Northwest fruit arrives in stores and increase promotional activity through late June and early July, when supplies are expected to peak.

“High-visibility merchandising tactics, including secondary displays, front-end placements, and coordinated digital support, consistently generate the strongest movement during this period,” the firm said.

Premium takes center stage

While overall volumes may be lighter, CMI reported strong quality across the crop.

“Sizing is trending larger, giving retailers promotable fruit that stands out in the department and delivers strong value. Firmness has also been excellent, which supports better shelf life and helps maintain condition from packing through the retail display,” a spokesperson for the company said.

Premium varieties are playing an increasingly important role within the company's cherry program. CMI noted growing interest in Skylar Rae, Rainier, and Strawberry cherries as retailers look to differentiate assortments and capture higher-value sales.

Among those offerings, Skylar Rae continues to gain traction.

“Known for its exceptionally high sugars, firm, crisp texture, and distinctive bi-colored appearance, the variety delivers a differentiated eating experience that resonates strongly with consumers,” the company said.

The firm is also supporting its premium positioning by redesigning its Nature’s Candy packaging, the first major refresh of the brand in more than a decade.

“From a retail perspective, cohesive, high-impact displays can significantly improve shopper engagement. That informed not only the consumer packaging but also the redesigned master cartons, which enable retailers to build eye-catching, billboard-style displays that stand out in-store,” they said.

*All images courtesy of CMI Orchards.

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