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The 2021 fresh cherry season is just around the corner, and we're already gearing up for what's sure to be another challenging year of marketing.  While increasingly more common over the past decade, the health benefits of cherries certainly took center stage in the 2020 marketing efforts of not only the NWCG but many packer-shippers as well.  Our cumulative efforts are making an impact at the shelf, and it's only just the beginning.

As it builds on itself each year, much of our current health information is parallel to what you're already using.  However, with several new papers published in 2020 we have been able to add to and update our list of substantiated health claims.  To learn more about those and relevant 2020 cherry consumer research, please read on below.

This past year has wrought real and influential changes on us all, and there is every indication that those changes will remain with us for some time.  Stress and anxiety levels remain higher than have been reported at any time in recent memory.  The global pandemic's consequences on work and school plus the effects of social distancing and isolation, not to mention personal health concerns, have all left consumers feeling on edge and exhausted with sleep and self-care often becoming an afterthought. As consumers seek out easy foods and solutions to help them stay healthy amidst the uncertainty, sweet cherries offer a simple, power-packed snack that doubles as an affordable luxury.

Consumer research we conducted in 2020 showed that 59% of surveyed cherry buyers were influenced by the health benefits of cherries when they made the decision to purchase last season.  That's an incredible impact.  When we asked that same group which, to them, were the most important health factors, 73% listed the immunity-boosting properties and over half identified the anti-inflammatory properties.  Perhaps not coincidently, we targeted those benefits as a part of our selected focus on the stress-busting power of cherries in our promoted messaging last season.  It seems clear they will continue to be a key focus for shoppers and should be highlighted in our marketing efforts for the coming year as well.

Research is ongoing, but the library of work exploring the health benefits associated with sweet cherry consumption already offers a multitude of health benefits. Scientists worldwide are finding that beyond their burst of flavor, sweet cherries deliver functional benefits, aiding in everything from managing weight and sleep to fighting a variety of diseases and conditions.

To help you convey this messaging, the NWCG distills research into approved phrases and messaging.  Previously, our most powerful (and still quite valid) approved statement was:

"Consuming sweet Bing cherries can help prevent chronic inflammatory diseases such as cardiovascular disease, diabetes, arthritis and cancer."

Thanks to the published research in 2020, we've received approval for an enriched version which reads thus:

"Eating sweet cherries can have a beneficial effect on inflammation, arthritis, blood pressure, cancer, cardiovascular disease, diabetes, cognitive function, sleep and stress."

That research also provided us with an entirely separate approved phrase, referencing research performed on double-negative breast cancer.

“Dark sweet cherries (DSCs) are rich source of phenolics known to exert anticancer and anti-invasive activities.”

It's worth mentioning another older phrase that's increasingly impactful as nutritionists, athletes and exercise enthusiasts become aware of the tart cherry juice research findings:

"Results after consumption of Bing cherries are consistent with those reported with tart cherry juice in marathon runners."

If you're looking for just a few 2-3 word phrases,
we might suggest the following approved points:

a natural anti-inflammatory
great source of vitamin c
source of melatonin for more restful sleep
loaded with antioxidants
source of quercetin
Our aim at the NWCG is to not only come up with research that furthers the world's understanding of sweet cherries, but to gain yardage with it for our growers.  If you'd like to investigate our published papers and health materials further, please visit our Industry Archive here.  It contains pieces like our MAT releases for 2020, which may help your marketing teams identify or support specific health promotions.  It also offers a few infographics and POS pieces that were a part of our 2019-20 retail promotional offerings.  The list of health-focused POS items is expanding this season, and will be offered to retailers from coast to coast by their NWCG regional representatives.

Many of you may have already bookmarked these links from past communications, but here they are again for easy reference.  Many of these resources are available in the aforementioned Dropbox folder as well, but the majority of these links below are published and available on a website for easy sharing.

  • You can find our most up-to-date and approved health brochure on our site here.
     
  • Also on our site is a list of top health benefits written more colloquially but still approved for distribution.  They're intended more for a social media post or a page feature. 
     
  • The information in this 2-page document has been updated since it's production, but it still covers a lot of the basic cherry health elements in short terms and longer phrases. 
     
  • We have this 1-page hand out that covers the powerful anti-inflammatory angle with several versions of approved phrases.
     
  • If you're looking for the USDA nutrition panel, the detailed information can be sourced directly here or linked to the simple version on our website here.  

    We also have two infographics available, digitally and in various print and poster sizes. 
  •  1-page infographic (fewer words, more specific health claims) 
  •  1-page infographic (more words, general health and usage tips) 
As always, we are here to help and answer any questions you may have as you prepare for the season ahead! - The Northwest Cherry Growers
Northwest Cherry Growers
105 S. 18th Street, #205, Yakima, WA, 98901
nwcherries.com

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