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Cherry season may be brief, but Cherry Time™ has found a way to make it feel bigger, brighter and more present in everyday life. This year, the brand stepped beyond the grocery aisle and into the worlds of craft, fashion, food, beauty and design through a series of collaborations with South African makers and creators, a rare move for an agricultural brand, and one that has reshaped how consumers experience the season.
Instead of limiting the cherry moment to the fruit bowl, Cherry Time™ looked for ways to weave the harvest into meaningful touchpoints: the gift you choose, the dessert you bring, the jewellery you wear, the candle you light at home, or the ice cream you share on a warm afternoon. Each collaboration was designed to extend the season’s sense of joy, craft and abundance into small moments that feel intimate and memorable, staying true to the brand’s Take a Moment philosophy.
This year’s partners included Nina Skep, Mondvol Cookies, Eco Diva, Ta Daa Ice Cream, Sweet Lionheart cakes, Jack Rabbit Chocolates, Meraki Jewellery, Rekindle Candles and The Piercery, each interpreting Cherry Time™ through their own creative lens. The result was a collection of limited-edition flavours, handcrafted pieces, festive treats and tactile experiences that invited people to enjoy the season through taste, touch, scent, style and celebration.
For an agri brand, this approach marks a meaningful shift. Instead of focusing solely on distribution or retail availability, Cherry Time™ invested in cultural presence, meeting consumers where they gather, shop, explore and create. In doing so, the brand demonstrated that food can be a connector not only at the table, but across craft communities, creative industries and everyday rituals.
“This season we wanted Cherry Time to feel present in the small, joy-filled moments that make summer special. Working with South African artisans and creators allowed us to celebrate craft, community and connection, all values at the heart of our Take a Moment philosophy. Whether it was a candle, a dessert, a piece of jewellery or a bag of cherries, each touchpoint gave people an opportunity to pause and savour something beautiful.”
Runei Kotze, Cherry Time™ Brand & Communications Head.
By collaborating with creators across the country, Cherry Time™ broadened its reach and introduced cherries to new audiences in unexpected places, from boutique counters and design studios to bakeries, markets and fashion rails. More importantly, these partnerships reinforced the emotional meaning of the season: a reminder that sweetness is often found in the moments we slow down for.
With the harvest underway and the orchards in full swing, Cherry Time™ continues to champion the joy of taking a moment, whether enjoyed through fresh fruit, a handcrafted piece, or a thoughtfully made treat inspired by the season.