02/20/2007
NEW YORK -- Cherries in every imaginable form, from pre-luncheon cherry lime rickey cocktails through several courses and all the way to the passion chiboust with tart cherry consomm? for dessert, were on hand for a luncheon presentation at Town Restaurant in the Chambers Hotel, here, Feb. 6.

The event, hosted by the Cherry Marketing Institute, headquartered in Lansing, MI, brought together media, chefs and other professionals in a promotional effort with the goal of letting the world know about the flavor and health benefits of cherries. The institute was formed in 1988 and is funded by U.S. tart cherry growers. Its goal is to increase the use of cherries through promotion, market expansion, product development and research.

Addressing the group were Jeff Manning, chief marketing officer of the institute; Ellie Krieger, a nutritionist and host of the Food Network's "Healthy Appetite" show; and Russel J. Reiter of the department of cellular and structural biology at the University of Texas Health Science Center.

"Most consumers are in the dark about the antioxidant content and nutritional value of cherries," said Ms. Krieger. "In fact, cherries were ranked as the 'least nutritious' fruit in a recent survey of 1,000 consumers who were asked to compare cherries with blueberries, cranberries, apples and bananas. However, cherries were on top when it came to taste, as 60 percent of people said they prefer the taste of cherries compared to blueberries and cranberries."

Ms. Krieger added that although people love the taste of cherries, they tend to think about pie and other desserts when the fruit is mentioned. They also think of cherries as just a summertime treat. The institute's goal is to change that perception with its current promotional campaign.

"People have 100 percent awareness of cherries, but zero percent knowledge," said Mr. Manning. ""Our nutritional facts aren't based on puffery - they are based on dozens of scientific research studies."

Dr. Reiter, who has been researching melatonin for 30 years, elaborated, adding that over 75 studies have been conducted on cherries, which have proved they have nearly the same antioxidant level as blueberries and more than cranberries.

"Tart cherries are an antioxidant powerhouse," said Dr. Reiter. "Ongoing studies suggest cherries may have other unique health benefits, such as helping to reduce inflammation and the pain of arthritis and gout. And cherries come in a wide variety of dried, frozen and juice options so consumers can enjoy the health benefits all year long."

Fred Tubbs, chairman of the institute and president of Tubbs Orchards in Hart, MI, which grows cherries, apples, asparagus and peaches, was also in attendance at the event.

"Most of the cherries grown in Michigan go to the processing sector," said Mr. Tubbs. "And the campaign focuses most strongly on the processed side. But we know that once the word spreads, the fresh industry will also reap the benefits of these efforts. People generally think of sweet black cherries when they think of buying cherries at their grocers. We want them to know that many options exist that can keep cherries in their pantries throughout the year, not just during fresh cherry season."

Mr. Manning said that $1.2 million has been budgeted for the campaign, which broke the week of Jan. 29 when the Associated Press picked up the story. But the luncheon was the official launch.

"It is an interactive campaign that will run throughout 2007," said Mr. Manning. "We have a series of spike events scheduled that will keep us going strong and in the public eye throughout the year.

"In terms of fresh, and even though we are promoting processed in this campaign, it is really about cherries as an entire category -- fresh and processed," he continued. "All of the materials are about cherries in general, without focusing on any particular type, packaging or processing options. What we are doing will help the fresh market. If we're successful, the fresh market will definitely be stronger."

Mr. Manning said that the reaction to the luncheon was particularly positive, and if it is an indication of what is to come as the campaign progresses, consumers will be talking more about cherries by the end of the year.