A Conversation with Chukar Cherries Founder Pam Montgomery & Gourmet News

Question:

Family-owned Chukar Cherries has been active in the Specialty Food Industry since the early 90s. How did the company start?

In the mid-80s our young family moved from Seattle to a large cherry orchard in the fruit lands of south-central Washington. Morning walks around the 100-acre orchard with my three young daughters in tow were peaceful. After June’s cherry harvest the walks became sweeter as we gobbled up the leftover fruits slowly drying on the branch. Tree-ripening enhanced the flavor and acted as a natural preservative, causing us to wonder if cherries could be dried without commercial preservatives. After much research we found out that the sun’s natural process of preservation was enough.

In 1988 we launched Chukar Cherries with these core values at the forefront: Chukar’s fruitful snacks, confections, and food gifts would be known for premium ingredients sourced regionally or domestically, minimal sugar, no preservatives, and environmental stewardship.

Chukar’s branding is a Northwest version of an English botanical garden. Serendipitously, I met Washington illustrator Jim Hays, now a dear friend, who penned the Chukar bird in our logo as well as a library of fruit, nut, blossom, and wildlife illustrations.

Question:

Why become a product manufacturer instead of using a co-packer?

We committed to in-house manufacturing to ensure product quality and control every step of the process— from new product innovation to production, fulfillment, inventory, and supply chain management. The cherry on top? Community building and creating good jobs in our rural community is gratifying.

To start we built a prototype fruit dehydrator featuring swirling warm air in a rotating carousel. It worked well and dehydrating local cherries, berries, and apple slices under the Chukar® brand followed.

Question:

How did Chukar® brand products evolve?

First, we perfected our three foundational fruits—no sugar added dried Bing, Rainier, and Montmorency Tart cherries. Consumers and resellers searching for no sugar added fruits and snacks found Chukar and requested more. We responded by developing no sugar added energy snacks—dried cherries matched with roasted nuts sourced from CA family farms.

In the mid-90s we reached out to Guittard Chocolate in Burlingame, CA. CEO Gary Guittard was leading a major automation upgrade and their old-world panning kettles were available. I flew to California and purchased the kettles. The Chukar team developed signature blends of premium Guittard pastry chocolate to layer over our cherry varietals: naturally sweet Bing & Rainiers and sour cherry varietals. Authentic Northwest chocolate-covered cherries were born.

To this day Guittard is an inspiration, valued supplier, and source of support to Chukar.

Question:

Can you describe Chukar’s Sales Channels?

Chukar is a vertically integrated, multi-channel manufacturer with revenues primarily from direct-to- consumer sales channels. In 2021, consumer-direct channels contributed over 70% of overall sales revenue.

The company’s primary focus is building the Chukar® brand and fostering customer loyalty in direct channels: CHUKAR.COM, mail-order catalogs, and the two company retail stores in Seattle’s Pike Place Market and Washington wine country adjacent to Chukar’s factory headquarters.

Historically Chukar has operated a wholesale division sans distribution and limited to specialty retailers and tourist locales. That said, Chukar is positioning for wholesale market growth utilizing targeted product development.

Question:

When did Chukar join the International Specialty Food Association?

Initially named Chukar Fruit Inc., Chukar joined the Specialty Food Association in the early 90’s with one product, no sugar added dried Bing cherries. Chukar’s Industry awards include Outstanding Product Line, Outstanding Specialty Condiment and a 2021 Good Food Award Finalist honor. Chukar Cherries is #13 on the trade show space draw!

The Chukar® brand is highly regarded for its unique cherry specialties, energy snacks, chocolates, and extraordinary food gifts crafted with premium ingredients.

Question:

What does Sustainability mean to Chukar?

Sustainability is a response to our world. A responsibility. Chukar’s founders have committed to prioritizing sustainable manufacturing, reducing waste, recycling, buying locally, and using ecological packaging materials whenever possible. Our enduring commitment translates to Carbon Neutral Shipping along with use of FSC paper, Ocean Poly® retail bags, Biotre® packaging film, and Biodegradable cavity trays inside chocolate boxes. It is on-going and never enough.

Question:

How did COVID affect Chukar Cherries?

From the start, we did not know how COVID would impact production or if we would make it through the holidays. The company’s two retail stores shuttered and wholesale revenues dropped 40%. Fortunately, Chukar was able to secure and pay-off PPP loans, and record revenue from CHUKAR.COM pulled us through. 2021 year-end reports all sales channels are now back on track.