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Idaho Cherry Commission: good 2024 quality but low prices; in-store sampling boosts consumer demand
Summary
Candy Fitch told legislators Idaho produces about 1,400 tons of cherries annually; 2024 had good quality but weak prices because many areas had cherries on the market, and commission sampling generated retail sales.
Candy Fitch, executive director for the Idaho Cherry Commission, told the committee that Idaho averages about 1,400 tons of cherries annually and that 2024 produced good-quality fruit but a poor market because supply was abundant across competing regions.
Fitch said 2024 growing conditions were fair and that prices were low despite strong quality. The Cherry Commission uses specialty crop grants primarily for marketing and maintains memberships with regional organizations such as Northwest Cherry Growers and local programs including Idaho Preferred and Ag in the Classroom.
Fitch highlighted a retail outreach effort at a local Albertsons store on Fairview, where the commission conducted in-store sampling and gave out more than 500 samples, which she said directly led to purchases. The commission also uses social media and plans chef promotions to raise demand.
Fitch presented standard financial statements and a modest budget for the Cherry Commission and said that marketing work is typically grant-funded because of the commission’s small operating budget.
