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  • Jan-Michael Stump

    ORCHARD AND VINEYARD SHOW

  • Jan-Michael Stump

    ORCHARD AND VINEYARD SHOW
January 23, 2010

Cherry marketing group outlines plans

By BILL O'BRIEN

ACME -- The nation's tart cherry industry will pour more money into research and continue national marketing efforts to land more of northern Michigan's premier fruit on consumers' shopping lists.

The Cherry Marketing Institute outlined its promotional plans for 2010 at this week's Northwest Michigan Orchard & Vineyard Show at Grand Traverse Resort & Spa.

CMI will spend about $1.4 million this year on U.S. and beyond cherry promotion. The program is funded through an assessment on processed tart cherries, and it's the fourth year of a 5-year marketing effort approved by tart cherry producers.

"Over time now, we are beginning to make some real progress," said Jeff Manning, a California-based marketing expert. "Powered by Red" is the theme of this year's marketing initiative, and marketers are linking up with major athletic events like marathons in New York and Boston to promote the cherry industry.

The U.S. Food and Drug Administration cracked down on several northern Michigan businesses in 2005 and warned them against making "unproven claims" about cherries' alleged health benefits. But CMI officials said the industry has more leeway to promote products like cherry juice as a method to bolster muscle recovery after exercise, as long as it steers clear of claims that cherries can prevent or treat specific diseases.

"The whole muscle recovery thing is a good area for us," said Philip Korson, president and executive director of CMI.

The marketing campaign generated more than 2,000 media stories around the U.S. last year, ranging from cooking ideas to using cherry products to help with muscle inflammation and joint pain. The program also provided samples of dried cherries and cherry juice to participants in the New York City marathon.

CMI also is putting hundreds of thousands of dollars into four studies in which researchers hope to better quantify potential advantages of cherry products. Those include a nearly $87,000 study at the University of Michigan, where cherry intake on animals is being researched for its effect on blood pressure and heart condition. Another $67,575 U-M study on tart cherries' impact on metabolism is also underway, along with a nearly $60,000 research project in Oregon on cherries' impact on osteoarthritis and inflammation.

CMI also budgeted almost $300,000 to bolster the cherry export markets to German, Japan and the United Kingdom.

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On the Web: www.choosecherries.com

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