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    Cherry Recipes, Celebrations Headline Consumer Convos

    Domex tracks buzz, transfers into insightful analysis

    The majority of consumer conversations concerning two seasonal cherry varieties – Ranier and Dark Sweet – centered around recipes and celebratory consumption, so finds a media trend analysis from Domex Superfresh Growers, a leading global grower and marketer of fresh apples, pears, cherries and apricots.

    Using a proprietary data analysis tool, the marketing department at Yakima, Wash.-based Domex Superfresh Growers was able to sort through the complex media landscape and collect conversations around Rainer and Dark Sweet cherry varieties. The analysis captured all of the Twitter, Facebook, main news, blog, video and forum conversations around cherries from May 1 to July 31.

    The company is making the report available for download on the trade section of the new Superfreshgrowers.com for free here.

    Key insights from the report include:

    • Dark Sweet conversations outpaced Rainier by 34%
    • 48% of cherry communications occurred on Twitter and 32% on Facebook
    • Communications for Rainiers surpassed Bings around July 11 (National Rainier Cherry Day)
    • The majority of communications centered around recipes and celebratory consumption

    “These analyses are part of our initiative to understand our consumers, how they communicate about our products and who is influencing the conversation,” said Howard Nager, Domex’s VP of marketing. “We are sharing this information with our customers and the supply chain so we can all stay in tune with what our consumers are thinking.”

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