Opening up sales avenues for dried tart cherries in the ingredients and confectionary markets, we have represented the Cherry Marketing Institute in the UK since 2007.
In 2010 we switched our efforts away from dried tart cherries into the sports market, to create awareness of the health-promoting properties of Montmorency tart cherry juice. To ensure that our marketing strategy was backed by scientific evidence, we work with the Life Sciences department of the University of Northumbria on research into post sports recovery.
We regularly exhibit at leading running and cycling events in and around London to communicate the health benefits of Montmorency Tart Cherry juice to athletes of all capabilities.
In 2012, several Olympic teams used Montmorency Tart Cherry juice as part of their nutrition programme. Since then the England Rugby team, top football teams and leading world athletes including the UK Cycling Team have since embraced Montmorency cherry juice as part of their dietary regime.