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The Tart Cherry Industry - continued
Processing
Virtually all tart cherries are processed. Processed tart cherries
are initially prepared into one of five basic forms--frozen, canned,
juiced, dried, or cherries for pie filling. These products may then
be used in the production of pies, tarts, and other foods.
Reportedly, there are about 75 handlers who process cherries. About
three-quarters of the crop is processed by farmer-owned cooperatives
or grower-owned processing facilities (Agricultural Marketing
Service, 1996).
Tart cherry processors typically also process other fruits or
vegetables. Some are highly diversified and process a number of
different fruit and vegetable items, while others process only 2-3
commodities in addition to cherries. A few pack only tart cherries
(Ricks and Hamm, 1985).
Relatively small cherry processing plants can achieve most of the
cost efficiencies associated with large plants. A few of the largest
growers produce enough cherries to obtain most of the potential
processing economies of size.
In addition, three or four moderately large
growers can jointly build a processing plant and have
sufficient volume to obtain most of the economies of size associated
with large-scale processors.
Marketing
The marketing channels for frozen cherries differ somewhat from the
channels used for canned cherries or cherries used for pie filling.
Frozen cherries are sold primarily to food processors for use as an
ingredient in pies and cherry desserts. Very few cherries are sold
to retail consumers as frozen cherries.
Cherries packed into retail-sized containers as pie filling and
canned cherries are sold primarily to larger grocery wholesalerretailers.
Some canned cherries also are sold in institutional-sized
cans to wholesalers serving institutions, small bakeries, and food
service companies. A significant portion of the institutional pack
is exported to European and Asian countries.
The proportion of U.S. processed tart cherries destined for the
various market segments averages as follows: industrial grade
frozen, 56 percent; consumer-sized cans of pie filling, 16 percent;
commercial pie filling, 8 percent; juice concentrate, 10 percent;
dried, 2 percent; and canned water packs, 8 percent (USDA,
Agricultural Marketing Service, May 1996).
A small quantity of tart cherries is marketed fresh through roadside
stands, farmers’ markets, and at orchard sites. A small quantity of
fruit also is direct marketed through pick-your-own operations.
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