Product Offerings
Product Categories:
Fruits and Vegetables
Products:
Tart Cherries: Fresh Tart Cherries, Frozen Tart Cherries, Dried Tart Cherries, Tart Cherry Juice, Tart Cherry Concentrate, Tart Cherry Puree
The Cherry Marketing Institute (CMI) is the official agricultural promotion organization representing the tart cherry industry in the United States, specifically focusing on Montmorency tart cherries. Headquartered in DeWitt, Michigan, CMI operates under the marketing brand U.S. Tart Cherry and is funded by tart cherry growers and processors. Its mission is to increase demand, promote health benefits, and support export development for American-grown tart cherries through research, education, and marketing.
Core Business and Product Offerings
While the Cherry Marketing Institute itself does not produce or sell products, it represents a network of growers and processors primarily in Michigan—where over 75% of U.S. tart cherries are grown—as well as producers in Utah, Washington, Wisconsin, and New York. Key promoted product forms include:
- Fresh Tart Cherries (seasonal)
- Frozen Tart Cherries (IQF, pitted)
- Dried Tart Cherries
- Tart Cherry Juice
- Tart Cherry Juice Concentrate
- Tart Cherry Puree
These products are widely used in food manufacturing, nutraceuticals, bakery, dairy, and functional beverage sectors.
Specialization and USP
The U.S. Tart Cherry brand, under CMI, emphasizes the Montmorency tart cherry variety—a unique, domestically grown superfruit known for its bright red color, tart flavor, and dense phytonutrient profile. Key selling points include:
- Rich in Anthocyanins: Scientifically proven to reduce inflammation and muscle soreness
- Natural Melatonin Source: Promotes better sleep quality
- Heart Health and Arthritis Relief: Backed by peer-reviewed studies
- Sustainably Grown: With most farms operated by multi-generational families
CMI's rigorous investment in clinical research sets it apart, promoting tart cherries with substantiated health claims.
Financials and Economic Impact
Although a nonprofit, the Cherry Marketing Institute supports a substantial sector of the U.S. fruit economy:
- Annual U.S. Tart Cherry Production (2022): Over 200 million pounds
- Economic Impact: Estimated $50 million+ annually
- Michigan’s Contribution: Over 150 million pounds in average annual yield
- Total Industry Employment: Supports approximately 5,000 jobs in growing, processing, and marketing
CMI’s marketing campaigns are funded by assessments from growers and processors under USDA authority.
Shipment and Export Data
U.S. tart cherries are a growing export commodity, with CMI playing a pivotal role in international market access, education, and promotion.
- Top Export Markets: Canada, South Korea, China, Japan, Germany, Mexico
- Export Volume (2023): Over 20 million pounds (primarily frozen and dried cherries)
- Export Value: Approximately $18 million
- Support Tools: Multilingual promotional materials, importer education, co-funded export campaigns via USDA Market Access Program
CMI also supports compliance and market readiness training for processors targeting global markets.
Target Market
CMI targets both B2B and B2C stakeholders:
- Functional Food and Beverage Brands
- Nutraceutical and Supplement Manufacturers
- Health-Conscious Consumers
- Retail Chains and Foodservice Operators
- Export Importers and Distributors
Their campaigns also engage athletes, dietitians, and healthcare professionals to amplify the superfruit message.
Capabilities
- Clinical Research Sponsorship: Over 30 published studies on health benefits of tart cherries
- Marketing Campaigns: “Choose Cherries” initiative with global digital reach
- Scientific Education: White papers, webinars, and CEU-accredited resources for dietitians
- Trade Support: Export readiness tools, market entry analysis, and co-promotion funding
CMI also collaborates with academic institutions and industry experts to advance cherry-related agricultural and nutritional science.
Certifications and Compliance
CMI promotes high-quality standards across its grower and processor network:
- USDA Graded and Certified Products
- Global Food Safety Initiative (GFSI) Benchmarked Facilities
- FDA and FSMA Compliant Processing
- Kosher, Halal, and Organic Certification available from member processors
While CMI does not certify directly, it ensures that promoted products meet regulatory standards for key global markets.
Customer Testimonials
“Montmorency tart cherries have become a staple ingredient in our recovery-focused beverage line. The CMI’s health data and export assistance made our product launch smoother.”
— CEO, Functional Beverage Startup, South Korea
“The Choose Cherries campaign helped drive demand at retail. Our dried tart cherry SKUs saw a 15% sales lift after partnering with CMI for a seasonal promo.”
— Category Manager, U.S. Grocery Chain
Major Achievements
- Funded over $5 million in scientific research on tart cherry health benefits
- Launched the Choose Cherries campaign, reaching over 200 million impressions globally
- Co-authored research with University of Michigan, University of Vermont, and Northumbria University (UK)
- Secured USDA MAP funding to support tart cherry export growth in Asia and Europe
- Developed B2B toolkits, recipes, and case studies to help manufacturers innovate with tart cherries
Through a combination of scientific credibility, market development programs, and global promotion, the Cherry Marketing Institute continues to elevate the profile of U.S. tart cherries as a premium, health-boosting ingredient around the world.