World Fresh readies three new Canadian cherry drops

British Columbia-based premium fruit marketer World Fresh Exports is getting ready to introduce a new series of Canadian-bred sweet cherries. The rollout follows authorization to market the Sansia and Safirah varieties, developed by Agriculture and Agri-Food Canada’s (AAFC) renowned sweet cherry breeding program in Summerland, BC.

Promotion across multiple channels, including produce shows, social media, advertising, and in-store, is already underway, Global Sales and Operations Manager Sarah Bistritz told FreshFruitPortal.com.

“We have already received strong interest and demand in Asia, the United States, the Middle East, and Europe, where firmness, eating quality, and late-season availability are exactly what buyers are hungry for,” the executive added. 

Bistritz said the company will be marketing small volumes this coming season as an introduction. 

“From there, you can expect things to scale up gradually over the next two to three years as plantings mature and brand awareness builds. It's always exciting to bring something new to the industry,” she said.

A cherry on top of supply windows

The new cherry line is set to extend supply windows and meet demand for larger, firmer fruit with strong eating quality.  

The Sansia variety targets the mid-season window with timing similar to that of the popular Bing variety. Safirah, on the other hand, aims to extend availability into the late season, beyond traditional offerings such as Staccato and Sentennial.

World Fresh reported that the portfolio also includes a third, unnamed variety timed at Regina cultivar harvest, designed for firmness and long-distance shipping.

“Altogether, these new varieties give our customers a steady supply of top-quality fruit from early summer right through into September,” Bistritz stressed. “World Fresh is one of the very first companies chosen to bring these to market.”

Rooted in loyalty

In Canada, demand for British Columbia-grown cherries has strengthened in recent years, with retailers and consumers increasingly preferring domestic supply.

“Canadian shoppers have always supported BC-grown cherries, and we love them for it. Over the past few years, we've watched their loyalty to BC-grown cherries grow stronger than ever. These new varieties have a longer shelf life and buying window. They provide a high-quality eating experience that will keep consumers coming back for more,” Bistritz added.

*All photos courtesy of World Fresh Exports.

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