Rally Around Stemilt’s Rainier Cherries For July Sales Spike

WENATCHEE, Wash. – Stemilt’s Rainier cherry season is rolling in Washington State, and the long-time grower of these golden-hued fruits recommends that retailers begin loading for promotions now in preparation for 4th of July and July 11th National Rainier Cherry Day promotions.

Stemilt has strong volumes of Rainier cherries in 2018, with conventional Rainiers even with last year’s volume and organic Rainiers up 50 percent. Organic Rainiers make up a small share of the overall Rainier crop. According to Stemilt marketing director Roger Pepperl, Rainier size and quality for conventional and organic fruit is exceptional this season.

“The color is stunning on Rainiers this season with great size and that classic, overwhelming sweetness that shoppers seek out,” said Pepperl. “It’s important that retailers start pulling Rainiers now and plan for promotions in late June and early July.”

Stemilt’s Rainier cherries are in season for two months and promotable the weeks of June 25, July 2nd, and July 9th. July 11th is National Rainier Cherry and this year’s crop lines up well for premier feature ads around Rainier cherries.

“This year, retailers can run their entire cherry line-up on ad for the big July 4th promotion,” said Pepperl. “Following that ad with a big feature on Rainier cherries for their special day will entice shoppers to purchase, and ring in the dollars for your department.”

A Stemilt Fruit Tracker™ analysis of Nielsen scan data during the past three cherry seasons shows Rainier cherries account for nearly 13.5 percent of cherry category sales on average in the U.S. during their three-week peak in late June to mid-July. Rainier sales are highest in the Western region throughout the season, and especially in the peak weeks.

“Rainiers are a high-ring item, and increasing sales velocity during the peak weeks through promotions is a great way to bring dollars and growth to your category,” said Pepperl.

Organic Rainier cherries are a niche item, but one that Stemilt has grown with purpose for decades. Retailers can run Artisan Organics™ Rainier cherries as a liner with conventional promotions in late June and early July.

“The organic category is booming, and fruits and vegetables are leading that growth,” said Pepperl. “Offering Artisan Organics™ Rainier cherries is a great way to build your organic category with a premium, flavorful offering that will have shoppers coming back for more.”

Decades ago, Stemilt led the industry in creating a market for Rainier cherries. At the time, Rainiers were primarily pollenizers for Bing cherries, but emerging new sell-pollinating dark-sweet cherries reduced that need. Stemilt founder Tom Mathison saw the potential for a second, and very sweet, cherry SKU (stock keeping unit) and began farming Rainiers on a large-scale. Today, West Mathison, Stemilt president and Tom’s grandson, guides the company in growing large, sweet, and dessert-flavored Rainier cherries.

“Our history with growing entire orchards of Rainier cherries translated to experience and a great understanding of how to grow high-quality Rainiers today,” said Pepperl. “Rainier is a delicate variety that needs extra care before, during, and after harvest. At Stemilt’s we work hard to do all of the little things right to ensure only ‘world famous’ Rainiers make it to your stores.”

Stemilt has a bevy of offerings for retailers looking to extend their Rainier cherry promotions. The company has pop-up display bins with Rainiers featured on one side. Retailers can use bins to drive impulse purchases throughout the cherry season, and the Rainier side during National Rainier Cherry Day celebrations. Stemilt also has retailer toolkits and POS signage to help promote the special variety in-store and through digital communications. Stemilt packs Rainier cherries in several pouch bag and clamshell packaging options.

“Rainiers have a short season and that makes every week of sales important at retail,” said Pepperl. “Now is the time to plan for big promotions on Stemilt’s Rainier cherries, and as you do, be sure to take advantage of this cherry’s story to create excitement with your shoppers around its availability and superior qualities.” 

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About Stemilt

Stemilt Growers is a leading tree fruit growing, packing and shipping company based in Wenatchee, Washington. Owned and operated by the Mathison family, Stemilt is the leading shipper of sweet cherries and one of the nation’s largest suppliers of organic tree fruits. Stemilt has also demonstrated a commitment to sustainable agriculture and social responsibility since 1989, when founder Tom Mathison launched the company’s Responsible Choice program. For more information about Stemilt, visit www.stemilt.com and follow Stemilt on Facebook, Twitter, Instagram, Pinterest, and You Tube.

Source: Stemilt Growers