Success Stories

The Canadian Cherry Market Research Project
Saskatchewan Fruit Growers Association

When one thinks of agriculture in Saskatchewan, rarely does the production of sour cherries come to mind. But, as the Saskatchewan Fruit Growers Association (SFGA) proved through their Canadian Cherry Market Research Project, not only is Saskatchewan an ideal place to grow the fruit, but there is increasing demand across the globe for prairie grown sour cherries.

While the majority of uses for sour cherries are food related, there are also uses in bath and home products and, due to their high antioxidants and anti-inflammatory compound content, there is potential to use sour cherries to create ingredients or neutraceutical capsules for the health food industry. The research project, which was funded by the Agriculture Council of Saskatchewan through Agriculture and Agri-Food Canada’s Advancing Canadian Agriculture and Agri-Food Saskatchewan (ACAAFS) program, has led to a significant increase in the number of sour cherry plants being grown across the prairies.   

“We see more production every year,” says Mel Annand, SFGA President. “There are now about 70,000 sour cherry plants on the prairies – the majority in Saskatchewan. Within a few years, we expect to see about two million pounds produced annually.” Large orchards of up to 4000 plants, which at that time of the project were relatively young, are now beginning to bear a reasonable amount of fruit.

While sour cherries are not unique to Saskatchewan, the potential for increased production of sour cherries in the province is linked to a unique, University of Saskatchewan-bred variety of sour cherry, the Carmine Jewel.  At the time of the study, there were few Carmine Jewel producers in Alberta and Manitoba, and less than 50 in Saskatchewan.

“The study concluded that we have totally different cherry with different physical characteristics,” says  Annand. “The Carmine Jewel is sweeter and has dark skin and flesh, so there’s no need for unnatural colour or flavour.”

Most varieties of sour cherry are pale in colour. To produce colour and flavour considered pleasing to consumers, the cherries and their clear pink juice are processed with dyes and sugars. Pie filling, for example, is turned an unnaturally bright red.

In addition, the Carmine Jewel is a hardy plant with high yields that are relatively insect and disease free. Where more common varieties of sour cherries typically require the use of pesticides, the Carmine Jewel’s unique characteristics, along with Saskatchewan’s climate, open the door for organic producers.  

“Because our long cold winters and dry summers are inhospitable for insects and disease, Saskatchewan is more amenable to organic crops,” explains Annand. “Since organic items are at a premium, we should take advantage.”

Following this successful project, the next step of establishing Saskatchewan’s sour cherry industry include the creation of a producer-controlled and owned cherry marketing structure, such as a New Generation Co-operative (NGC) or similarly structured organization.

“A business structure is important in order to accumulate enough volume to interest buyers,” acknowledges Annand. “With that in mind, we’re currently examining a number of business structures.”

A governed structure, the market research team suggests, would also make it easier to consistently reinforce the Carmine Jewel brand. As the report pointed out, proper treatment of the brand is essential to reach and retain target markets.

Branding strategies will allow Saskatchewan producers to reach many new markets with the Carmine Jewel cherry, including the regional gourmet market (including restaurants, catering, ingredients, and branded end products), the international gourmet market, gourmet retail through large chains, and niche markets, which may include the creation of an organic and kosher chocolate covered cherry.  

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