At the 82nd annual Cherry Institute in Yakima, Washington, Northwest Cherries administrators reported to growers on January 10 that the 2024 season saw successful outcomes in both shipping and promotional efforts. B.J. Thurlby, president of Northwest Cherries, highlighted that the 2024 crop achieved a volume that matched the five-year average for large fruit, with approximately 90 percent of cherries shipped being 10.5 rows or larger. The shipping season also experienced a more extended period than in 2023, reducing overlap with California's season and aiding in maintaining higher prices.
The Ooh La La promotional campaign, tied to the 2024 Paris Olympics, was particularly successful both domestically and internationally, according to Karley Lange, director of domestic operations, and Keith Hu, director of international operations. This marked the first synchronized campaign in roughly two decades. The campaign garnered 414.5 million views across various platforms, including digital and print media, and emphasized the health benefits of cherries, such as their inflammation-reducing properties.
A notable localized promotion involved a cherry-focused menu at the Sugarpine Drive-In in Troutdale, Oregon, featuring the Cherries Jubilee ice cream dessert, which was mentioned in the New York Times. The campaign imagery, featuring a young red-haired woman enjoying cherries, has become a recognizable symbol, with Hu noting plans to use the imagery for an additional two years, including promotional efforts in Bangkok, Thailand.
On the research and development front, Per McCord from Washington State University discussed the R19 cherry variety, currently in Phase 3 trials, which is anticipated to be released for tree delivery in 2027. This variety is noted for its firmness, size, and sweetness.
Updates on H-2A regulations were also shared by Kate Tynan, senior vice president of the Northwest Horticultural Council. She relayed positive developments regarding the program's future, including the selection of Lori Chavez-DeRemer, a supporter of the H-2A program, as the U.S. Department of Labor's new head.
The institute also celebrated the crowning of the 2025 Cherry King, Gary Grove, a plant pathologist who has significantly contributed to managing powdery mildew in cherries. Grove emphasized the importance of year-over-year management of powdery mildew through effective spray programs.
Walt Duflock, vice president of innovation for Western Growers in California, delivered the keynote speech, offering insights into agricultural policy and automation in California and its potential implications for Washington. He noted the contrasting agricultural trends between California and Peru, highlighting the significant growth in Peru's agricultural exports.
Source: Good Fruit Grower
