Jim Culbertson
Executive Manager, California Cherry Advisory Board
Mr. Jim Culbertson has served as the executive manager of the California Cherry Advisory Board and California Cherry Export Association since 1993. He began his career in the California pear industry as the Operations Manager for the California Bartlett Packers in 1979 and became a director of the Pacific Coast Canned Pear Service in 1983. In 1984, Jim became a director of the California Pear Growers (the Canned Pear Bargaining Association) and served as Chairman of the Board between 1990 and 1993.
Jim is a graduate of California Polytechnic University, San Luis Obispo, with a degree in Industrial Technology with specialization in Industrial Sales. He and his wife, Judy, reside in Courtland, California.
Since 1987, Japan has been the most important export destination for California Cherries.
Japan has been the California cherry industry’s most important export market since gaining access in 1987. In 2009, exports to Japan represented 10% of total California cherry production. Japan’s modern retail sector and sophisticated taste for imported fine fruit products has created a high demand for California Bing cherries.
Over the years, the industry has established important relationships with importers and retailers to provide Japanese consumers with the highest quality fruit. As a result, exports to Japan are valued at approximately $40 million each year.
The California Cherry Advisory Board (CCAB) utilizes funds through USDA Foreign Agricultural Service's (USDA FAS) Market Access Program (MAP) to conduct a comprehensive marketing program. In May and June each year, CCAB's in-country representative works directly with importers and retailers to announce the arrival of California Bings in Japan and conduct in-store sampling and advertising in supermarkets throughout Tokyo and Osaka to raise awareness and generate excitement for the season.
In the long term, the California cherry industry plans to explore alternative marketing communication methods such as television, online, and mobile shopping to accommodate the transforming purchasing trends in Japan.
