February 2023 - 30

CHERRY MARKETING INSTITUTE
Cherry group celebrates success, looks to future
C
herry Marketing Institute (CMI)
hosted its 34th annual meeting
on Jan. 18 in conjunction
with the Farm and Orchard Show
at the Grand Traverse Resort, in
Traverse City, Michigan.
It's always
nice to gather a large group of
industry members, and having Marc
Rowley (CMI Utah board member),
Terry Sorenson (CMI Wisconsin
board member), Cherry Industry
Administrative Board Chairman
Curtis Rowley and other tart cherry
growers from out of state join our
meetings and listening sessions.
Susan Wilcox-Olson and Kat Paye
kicked off the morning session
and did a great job highlighting the
festivities and media coverage from
the 2022 National Cherry Festival.
Even though the festival is only one
week each year, the National Cherry
Festival team promotes cherries all
year long. They
have been huge
ambassadors
for the cherry
industry, and
we value their
partnership
tremendously.
Following the great festival
presentation, Carolyn Westcomb,
the cherry team leader at Weber
Shandwick (WS), presented the
2021-22 national tart cherry
promotion program results and
the marketing plan for the 2022-23
fiscal year. Carolyn always does a
fantastic job explaining all the great
accomplishments that have been
made and future goals. The last
couple of years CMI and WS have
tried to increase communication
and strengthen our partnerships.
We continue to offer one-on-one
meetings with processors and
marketers to learn from each of
them what part(s) of the promotion
programs they find most useful and
what else that we can do to help
them with their sales efforts. These
meetings are always very insightful
for both CMI and WS to determine
the direction each year on how we
can continue to promote cherries
with the best return on investment
for the industry.
I followed Carolyn, which is
very difficult because she always
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30 | FEBRUARY 2023
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February 2023

Table of Contents for the Digital Edition of February 2023
