Cherries domestic retail quality education program FY25 (CY24002)

What was it all about?

This project improved the quality and presentation of Australian cherries in domestic retail stores by delivering a structured retail quality education and merchandising program. It achieved measurable improvements in how cherries were stored, displayed and handled in‑store, with most participating stores maintaining good quality fruit. The project showed that targeted retail education can lift consistency, protect fruit quality and support stronger sales outcomes for growers.

The project team worked directly with retail staff through repeated in‑store visits across Woolworths and independent supermarkets in all major cherry‑growing states. A field team conducted audits of cherry displays and storage, shared best‑practice advice with staff, and reinforced messages using back‑of‑house posters. The project also delivered tangible tools, including a cherry quality guide, back‑of‑house posters, an online training module for retail staff, and a data dashboard to track results by store, retailer and region.

The project addressed the ongoing challenge of quality loss after cherries leave the farm. Poor storage, handling and display can reduce shelf life, increase defects and weaken consumer confidence, even when fruit is grown and packed to a high standard. Many retail staff had little or no prior cherry‑specific training, increasing the risk of inconsistent practices.

These efforts will help protect grower returns by improving fruit quality at the point of sale. Better retail handling and education will support higher consumer satisfaction, stronger repeat purchase, and a more consistent value proposition for Australian cherries in the domestic market.