So while pursuing individual programs with our retail partners, the NWCG also created and released a number of digital, consumer-facing promotions. Retailers and consumers alike were requesting health information in record number, and we responded to that with a campaign focusing on the stress-reducing power of sweet cherries. In a summer like 2020, it was an excellent opportunity to focus on sweet cherries’ power to improve sleep, reduce inflammation, lower blood pressure and boost serotonin. Along with the typical mix of social media, we pushed our cherry health and seasonal messaging through streaming TV ads (like Apple TV and Roku) and Spotify, as well as via podcasts that align with top cherry buying demographics, like The Daily by the NY Times. As our social media numbers grew, we engaged them with a #makeitcherry recipe contest. Such a program doesn’t always return a useful ROI for our growers, but the large increases in cooking at home and social media use in 2020 made it an ideal way to encourage consumers to try the season’s cherries and share their ideas.