Exhibiting at World Tea Expo 2025

The Cherry Marketing Institute (CMI) is a non-profit agricultural organization headquartered in DeWitt, Michigan, committed to promoting the health, culinary, and economic benefits of U.S.-grown tart and sweet cherries. Representing cherry growers, processors, and marketers primarily from the state of Michigan and across the U.S., CMI is the authoritative voice behind the renowned Montmorency tart cherry and its growing influence in the global market.

Company Overview

CMI operates under the umbrella of “USA Cherries” and “Choose Cherries” brands, and focuses its efforts on marketing, education, and scientific research to raise awareness about the health benefits and versatility of cherries. The organization plays a critical role in expanding both domestic and international markets for U.S.-grown cherries through strategic partnerships, media campaigns, and support of scientific studies.

Amy Cohn, a key leader in CMI, oversees educational initiatives and marketing strategy that align growers’ objectives with emerging health and consumer trends.

Product Portfolio

The Cherry Marketing Institute represents two primary cherry varieties grown in the U.S.:

Key Product Lines:

• Tart Cherries

  • Montmorency Tart Cherries: The most popular tart cherry cultivar grown in the U.S., known for its bright red color, tangy-sweet flavor, and high levels of antioxidants and melatonin. Used extensively in juices, dried fruit, purees, frozen packs, and supplements.

• Sweet Cherries

  • Michigan Sweet Cherries: Grown primarily in Northwest Michigan, these are enjoyed fresh and also used in baking and confections. Varieties include Ulster, Emperor Francis, and Rainier.

These products are promoted both in raw formats and as value-added ingredients across foodservice, retail, nutraceutical, and specialty food sectors.

Unique Selling Proposition (USP)

CMI sets itself apart through:

• Scientific Advocacy: Sponsorship of over 50 published research studies validating the health benefits of tart cherries, particularly in inflammation, sleep, recovery, and heart health.
• Farmer-Grower Alignment: Representing the voice of hundreds of American cherry growers, ensuring direct alignment between marketing efforts and agricultural realities.
• Educational Marketing: Campaigns such as “Choose Cherries” and “Trend of Tart” have significantly boosted consumer awareness and industry use cases.
• Global Promotions: Programs across North America, Asia, and Europe to promote U.S. tart cherries through retail samplings, culinary events, influencer partnerships, and co-branded campaigns.

Market and Industry Reach

The Cherry Marketing Institute's reach spans multiple sectors:

• Retail: Collaborates with grocers and e-commerce platforms to boost shelf visibility of tart cherry products.
• Foodservice: Works with chefs and culinary schools to integrate cherries into menus.
• Wellness and Functional Foods: A growing presence in sports nutrition, dietary supplements, and health food stores.
• Export Markets: Strategic promotions in Canada, the UK, South Korea, and Japan have significantly expanded global demand for U.S.-sourced tart cherries.

Michigan produces nearly 75% of the U.S. tart cherry crop, and CMI supports producers by identifying emerging consumer trends and communicating them to buyers and processors.

Research and Health Advocacy

CMI’s dedication to science-backed messaging is evidenced by key findings from independent studies, including:

• Tart cherries reduce exercise-induced inflammation and muscle soreness
• Montmorency cherries contain natural melatonin, supporting better sleep
• Regular intake supports cardiovascular health and reduces oxidative stress

The organization funds clinical research and collaborates with institutions like the University of Michigan and Oregon Health & Science University to maintain the credibility of health claims.

Media and Consumer Engagement

CMI leverages digital and traditional media to reach millions of consumers annually. Highlights include:

• YouTube Channel: Educational videos like “Shake It Up!” showcasing cherry harvesting and “Health Benefits of Tart Cherries”
• Print and Digital Brochures: Reports such as the “Trend of Tart” provide market insights and consumer behavior analysis
• Social Media Campaigns: The “Choose Cherries” handle amplifies cherry recipes, wellness insights, and user-generated content

Customer Testimonials and Industry Impact

CMI’s campaigns have been endorsed by:

• Dietitians and nutritionists advocating tart cherry juice for recovery
• Athletes using tart cherry concentrate for performance support
• Food and beverage developers incorporating cherries into functional drinks and snacks

Retailers and processors report increased demand and consumer interest in tart cherry SKUs following CMI's nationwide promotions and educational drives.

Major Achievements

• Supported over $20 million in U.S. cherry export growth over the last decade
• Launched the industry’s most comprehensive tart cherry research archive
• Instrumental in gaining global recognition for Montmorency Tart Cherries
• Partnered with more than 500 grocery chains and wellness brands worldwide
• Developed marketing assets used by foodservice and product developers across 15+ countries

The Cherry Marketing Institute continues to be the global steward of American-grown cherries, ensuring that consumers, retailers, and health professionals understand and benefit from the unique properties and rich legacy of tart and sweet cherries.