Cheribundi primed for more growth

While the cornerstone of the company is the tart cherry, things are looking pretty sweet at Cheribundi right now.

The company is coming off its second year as a sponsor of a major college football bowl game and is continuing to expand into new markets across the country.

“Business has quadrupled over the last three years,” the company’s chief operating officer, Mike Hagan, said Monday on the eve of the Cheribundi Boca Raton Bowl in South Florida.

The move into bowl sponsorship is part of an effort to expand the Geneva company’s brand recognition, he said.

“(The bowl game) provides a lot of exposure for the brand, and it bodes well for the Finger Lakes region,” he said.

He believes the company, which has more than 50 employees in Geneva, can sell a lot more juice. It has expanded its marketing efforts to spread the word about the product’s benefits.

“Once they know about it, they try it and they continue to buy it,” he said. “People are just starting to understand what tart cherries are all about.”

Hagan pointed to studies that indicate regular consumption of tart cherry juice can reduce post-exercise muscle soreness and speed up recovery. The juice also has high levels of {span class=”st”}melatonin{/span}, a hormone believed to promote deeper and more restful sleep.

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