Cherry producers in five Northwest states anticipate a smaller than average crop with better market timing among the growing regions, and they hope that will lead to a profitable season.
That was their message at the annual five-state Northwest Cherry Growers meeting May 15 in Richland, Washington.
Growers huddled in a hotel meeting room, while a few chimed in by video, to estimate a 170,500-ton crop, or 17.1 million 20-pound box equivalents, for the states of Washington, Oregon, Idaho, Utah and Montana.
The figure is below last year’s harvest of 185,000 tons. It’s also well below the first 2024 industry estimate of 210,000 tons, released last week. The 10-year average hovers around 210,000 tons.
Northwest Cherry Growers, which collectively promotes sweet cherries, releases periodic updates to the crop estimate, which commonly changes as the season progresses and growing conditions shift.
Northwest Cherry Growers President B.J. Thurlby struck a hopeful tone for the 2024 season, which will follow three tough years for the industry.
“We need one this year,” he said.
So far, crop development seems to be spread out throughout growing regions, as indicated by growing degree-days and bloom tracking, Thurlby said.
Meanwhile, California and Northwest producers should time the market well this year, Thurlby said. In February, Thurlby met with some California industry officials to talk about advertising and other topics.
California growers expect to harvest 10.2 million 18-pound box equivalents, or 91,800 tons, he said. Shipments began April 17, about two weeks earlier than last year, with heavy advertising planned for Memorial Day weekend. They anticipate wrapping up roughly by June 12.
Northwest shippers need California cherries to build market momentum, but neither region wants a large overlap that would glut the market like last year — California shipped heavily around the Fourth of July, normally the Northwest’s sweet spot.
Also during the meeting, promotion managers for Northwest Cherries updated growers on domestic and international programs.
Karley Lange, domestic promotions manager, said she and retailers were emphasizing online banner ads, consistent messaging with an Olympic-nod French theme and mid-July demonstrations in Costco stores throughout North America.
A few retailers will play a 20-second cherry video at a kiosk in front of their stores where shoppers print out their coupons, on the back of which will be printed a cherry recipe, she said.
Keith Hu, the international promotions director, told growers he was optimistic about exports despite the global strength of the U.S. dollar and lingering tariffs.
East Asian markets continue to grow, with Vietnam showing one-third growth over the past 10 years, he said. The Philippines, though a young, niche market, also is emerging with strong growth.
Here is a state-by-state breakdown of the estimate by tonnage:
—Washington: 142,500
—Oregon: 26,200
—Idaho: 1,600
—Utah: 200
—Montana: May not pick due to low volume.
—by Ross Courtney
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