Published: Tuesday, June 17, 2008
Northwest cherry crop smaller than estimated
WENATCHEE -- Estimates of the size of the Northwest cherry crop continue to drop as marketers begin testing prices.
Last Monday, the Washington State Fruit Commission estimated the crop at around 10 million 20-pound boxes. By Tuesday, the commission fine-tuned its estimate to 9.7 million boxes, down 34 percent from record 14.7-million-box crops of the past two years.
The crop is down because of April freezes and poor pollination.
The National Agricultural Statistics Service estimated Washington's cherry production, subtracting other Northwest states, as down 41 percent.
Short supply means higher prices, but the trick for marketers is keeping prices high enough to benefit growers while not so high that they turn off retailers and consumers, said Bruce Grim, manager of the Northwest Cherry Marketing Association.
He said as of last Wednesday, California was passing its peak of cherry harvest but still needed to sell cherries as Washington was nearing weekend sales of its first cherries.
The question, he said, was at what price retailers would be willing to switch to Washington cherries for what's generally better quality.
Mike Nicholson, domestic sales manager of Chelan Fresh Marketing in Chelan, said Washington sales likely would start at $50 to $55 per box and become $45 to $55 by the last week of the month.
He said California was selling an oversupply of smaller cherries at about $20 a box and its larger cherries at $36 a box.
"We're hoping for an orderly cleanup of California Bings to open the door for us selling at good prices," Nicholson said.
"You don't want to go out too low or you are leaving money on the table for growers. Usually, you try the high side of what you think might be achievable, especially on exports," he said.
There will be a lot of retail demand for Fourth of July cherry advertising, but there won't be enough volume, Nicholson said.
Scott Marboe, marketing director of Oneonta Starr Ranch Growers, said retailers are understanding of cool weather delaying the bulk of the crop from June to July.
Nicholson said he thinks the crop may end up at 9 million to 9.5 million boxes.
Last Monday, the Washington State Fruit Commission estimated the crop at around 10 million 20-pound boxes. By Tuesday, the commission fine-tuned its estimate to 9.7 million boxes, down 34 percent from record 14.7-million-box crops of the past two years.
The crop is down because of April freezes and poor pollination.
The National Agricultural Statistics Service estimated Washington's cherry production, subtracting other Northwest states, as down 41 percent.
Short supply means higher prices, but the trick for marketers is keeping prices high enough to benefit growers while not so high that they turn off retailers and consumers, said Bruce Grim, manager of the Northwest Cherry Marketing Association.
He said as of last Wednesday, California was passing its peak of cherry harvest but still needed to sell cherries as Washington was nearing weekend sales of its first cherries.
The question, he said, was at what price retailers would be willing to switch to Washington cherries for what's generally better quality.
Mike Nicholson, domestic sales manager of Chelan Fresh Marketing in Chelan, said Washington sales likely would start at $50 to $55 per box and become $45 to $55 by the last week of the month.
He said California was selling an oversupply of smaller cherries at about $20 a box and its larger cherries at $36 a box.
"We're hoping for an orderly cleanup of California Bings to open the door for us selling at good prices," Nicholson said.
"You don't want to go out too low or you are leaving money on the table for growers. Usually, you try the high side of what you think might be achievable, especially on exports," he said.
There will be a lot of retail demand for Fourth of July cherry advertising, but there won't be enough volume, Nicholson said.
Scott Marboe, marketing director of Oneonta Starr Ranch Growers, said retailers are understanding of cool weather delaying the bulk of the crop from June to July.
Nicholson said he thinks the crop may end up at 9 million to 9.5 million boxes.
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