The Cherry Has Healthy Following in S.W. Va.

By Christina Rogers, The Roanoke Times, Va.

Feb. 3–The cherry industry’s new push to reposition the image of its fruit has a ready and established market among health food stores in Southwest Virginia, where merchants have long stocked it in various forms from concentrate to capsules.

“It’s sort of a natural-foods staple,” said Bruce Phlegar, a general manager of the Roanoke Natural Foods Co-op. He said he has seen cherry-based natural remedies for years — at least as long as he has been in the health food business, and that’s about three decades. “I’ve heard in the past of using black cherry concentrate to treat gout,” he said.

Phlegar was also not surprised by the fruit’s rising profile of late, adding that occasionally he will see a well-regarded health food product go mainstream after a marketing boost. Phlegar simply views it as a sign of the times.

“They are trying to establish a wider customer base. Those two worlds — the natural and conventional food worlds — are merging so quickly now,” he said. Paula Bolte, owner of Annie Kay’s Main Street Market in Blacksburg, was also well aware of the fruit’s antioxidant and anti-inflammatory properties. Her stores stock a number of cherry supplements, including black cherry juice concentrate, and lately she has noticed the store has been ordering more than usual.

“The word is just starting to get out,” Bolte said. Even her father, who recently had knee replacement surgery, is buying into the trend. He started drinking it shortly after the surgery, Bolte said, and claims his mobility is better and the pain is gone. “It’s supposed to be really great for the joints,” she said.

To be sure, cherries remain a dessert staple. Anna Robertson, whose shop, Pop’s Ice Cream and Soda Bar in Roanoke, often uses maraschino cherries to top its ice cream sundaes, said that she hasn’t heard much about medicinal properties of cherries. But news of the fruit’s “image makeover” strengthens its appeal as a sweet.

“We do a cherry shortcake sometimes,” she added, jokingly. The dish features cherry vanilla ice cream and black cherry topping. “Now we can say it is good for you.”

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Copyright (c) 2007, The Roanoke Times, Va.

Distributed by McClatchy-Tribune Business News.

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