U.S. Tart Cherry Industry Set To Grow With New Initiatives

The U.S. tart cherry industry is launching a new effort to capitalize on the growing demand for U.S.-grown ‘Montmorency’ tart cherries. Over the past year, the tart cherry industry has accelerated efforts to modernize how U.S.-grown tart cherries show up in the marketplace — from how it communicates value to how it protects identity and return on promotion. That forward motion is now translating into a series of new initiatives designed to increase consumer awareness, strengthen grower returns, and sharpen how U.S.-grown ‘Montmorency’ tart cherries are represented in the marketplace.

From Strategy to Action

One of the most visible initiatives underway is the development of True Tart, a new industry-owned certification mark planned for availability this summer. Announced now as part of a broader momentum story, the program reflects how the industry is translating strategy into action.

“Our industry is moving with intention,” says Amy Cohn, President, U.S. Tart Cherry Industry. “When buyers and consumers see the True Tart mark on packaging, they’ll know the product contains authentic U.S.-grown ‘Montmorency’ tart cherries. It makes authenticity unmistakable in the marketplace.”

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The True Tart certification mark will appear directly on product packaging, giving buyers and consumers a clear signal that the product contains authentic U.S.-grown ‘Montmorency’ tart cherries. Products with True Tart on the label will help consumers, buyers, registered dietitians, etc., differentiate U.S.-grown Montmorency tart cherries products from imports and non-‘Montmorency’ cherry products.

A Specialty Crop Building for the Future

While True Tart will be available for use later this summer, its announcement signals something larger: an industry investing in coordinated tools, fresh thinking, and long-term value creation. The certification program represents one tactic within a broader strategy focused on strengthening grower returns and sharpening how this specialty crop shows up in the marketplace.

“We believe programs like this can become meaningful drivers of growth and profitability,” adds Cohn. “More importantly, they reflect an industry that is aligned, proactive and committed to shaping its future.”

For more information, visit usacherries.com.