In this episode, we sit down with Amy Cohn, President of the Cherry Marketing Institute and the Cherry Industry Administrative Board, to talk about the future of tart cherries and the power of unity in agriculture. Amy shares her background, what led her to champion the tart cherry industry, and how strategic marketing, grower collaboration, and strong leadership are helping move the industry forward.

We also dive into the importance of the Federal Marketing Order (FMO) ahead of the vote at the end of March — why it exists, how it supports growers, and what’s at stake for the tart cherry industry. Amy explains how structure, supply management, and collective action play a critical role in long-term stability.

Plus, we discuss the launch of the True Tart marketing campaign and how it’s helping differentiate U.S. tart cherries in an increasingly competitive global market. From positioning to branding, this effort aims to clearly define what sets American-grown tart cherries apart from the rest of the world.

If you care about Michigan agriculture, specialty crops, and the business behind the fruit, this is a conversation you won’t want to miss.

Also, a huge thank to our sponsor Nichino for supporting conversations like this, that help move specialty crop growers forward! Find out about them at the link below!

https://nichino.net/