02/14/06 Competition countered by superiority

02/14/06 Competition countered by superiority

Competition for Northwest cherries in the world cherry market is growing, with expanding production globally to meet an ever growing demand for cherries. So far, prices have remained high, providing good returns for growers. But according to noted economic Desmond O'Rourke & O'ROURKE: That isn't to say that markets don't respond normally. If you put too much sweet cherries on the market in any particular market, prices are going to drop. And if you put way too much on, prices are going to drop below cost of production. So how does the Northwest cherry grower continue to push demand and the trends of high returns for their product? O'Rourke says there are several advantages to build upon. One is acting on consumer's demands for fruit size. O'ROURKE: The demand for larger fruit is rising, while the demand for smaller fruit is falling. Another is our region's cherry industry's record for consistently providing quality product on time when consumers want it, compared to inconsistency by competitors. But the most significant factor to differentiate Northwest cherries from the competition is fruit quality, and emphasizing that in marketing and promotion. O'ROURKE: Suppose you were going to sell your product to royalty. You would focus on exceptional taste, appearance, status, convenience and so on. You would respect the product. That means that in the orchard, in the warehouse, on the road to the consumer in the retail level, you would treat that product like it was going to be served to a Queen.
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