Northern Michigan company draws on 25 years of experience to answer common questions about tart cherry juice, cherry juice concentrate and Montmorency tart cherries.
Bellaire, MI (PRUnderground) November 12th, 2026
After 25 years of working with tart cherry products, Traverse Bay Farms has heard thousands of questions from consumers about tart cherry juice, tart cherry juice concentrate and Montmorency tart cherries.
Some questions are simple: What is tart cherry juice concentrate? Others are more specific: How is it mixed? What makes Montmorency tart cherries different from sweet cherries? Can tart cherry concentrate be used in recipes?
As Traverse Bay Farms marks its 25th year in business, the Northern Michigan company is sharing answers to 10 of the most common questions consumers ask about tart cherry juice.
"Over the years, the questions have become more detailed," said Andy LaPointe, co-founder of Traverse Bay Farms. "When we started in 2001, many people were simply asking what tart cherry juice concentrate was. Today, consumers are much more informed and want to understand sourcing, processing, uses and the differences between products."
Traverse Bay Farms has expanded its consumer education efforts over the years through its tart cherry information library, recipes, product guides and Tart Cherry Health Report.
Consumers can explore additional tart cherry educational resources at Traverse Bay Farms Tart Cherry Health Report
1. What Is Tart Cherry Juice Concentrate?
Tart cherry juice concentrate is made by removing a portion of the water naturally present in tart cherry juice.
The result is a concentrated liquid that can be mixed with water to create tart cherry juice or used as an ingredient in recipes, smoothies, sauces, dressings and other foods.
Because it is concentrated, a relatively small amount can make multiple servings of tart cherry juice when mixed according to product directions.
2. What Is the Difference Between Tart Cherry Juice and Tart Cherry Juice Concentrate?
The primary difference is concentration.
Ready-to-drink tart cherry juice is already diluted to a drinking strength.
Tart cherry juice concentrate contains less water and is generally mixed with water before drinking.
"Consumers sometimes use the terms interchangeably, but they are different products," LaPointe said. "Concentrate gives the customer more flexibility because they can mix it themselves or use it as a recipe ingredient."
3. What Are Montmorency Tart Cherries?
Montmorency is a variety of tart cherry widely grown in Michigan and other cherry-producing regions.
They are bright red, naturally tart and are commonly used for juice, concentrate, dried cherries, frozen cherries, pie filling and other processed cherry products.
Unlike the sweet cherries commonly sold fresh in grocery stores, tart cherries are frequently processed shortly after harvest because of their softer texture and naturally tart flavor.
4. How Do You Mix Tart Cherry Juice Concentrate?
Mixing directions can vary by product, so consumers should follow the directions on the bottle. They also offer a complete step-by-step video how to make cherry juice
Traverse Bay Farms tart cherry juice concentrate is designed to be mixed with water to create tart cherry juice.
Consumers can also adjust the flavor slightly by adding more or less water according to taste.
Because concentrate is highly flavorful, it can also be added in smaller amounts to smoothies, sparkling water or other beverages.
5. Does Tart Cherry Juice Concentrate Have to Be Used Only as a Beverage?
No.
One of the biggest changes Traverse Bay Farms has seen over the past 25 years is how consumers use tart cherry products.
Tart cherry juice concentrate can be added to smoothies, oatmeal, yogurt, mocktails, salad dressings, marinades, barbecue sauces, glazes and desserts.
"People often buy concentrate because they want tart cherry juice," LaPointe said. "Then they discover it can also become a very versatile kitchen ingredient."
6. What Is the Difference Between Tart Cherries and Sweet Cherries?
Tart cherries and sweet cherries differ in flavor, texture and common uses.
Sweet cherries are typically eaten fresh.
Tart cherries have a sharper, more acidic flavor and are commonly used in processed products such as juice, concentrate, dried fruit, sauces and baked goods.
Montmorency tart cherries are especially associated with Michigan's cherry-growing regions and have long been used in both traditional and modern cherry products.
7. Where Do the Cherries in Traverse Bay Farms Tart Cherry Juice Concentrate Come From?
Traverse Bay Farms uses USA-grown cherries, including Michigan-grown Montmorency tart cherries, for its tart cherry juice concentrate.
The company has worked with tart cherry products since its founding in Northern Michigan in 2001.
"For us, tart cherries have always been closely connected to Northern Michigan," LaPointe said. "That regional connection is part of our history and one of the reasons we continue educating consumers about the fruit."
8. Why Is Tart Cherry Juice Concentrate So Dark?
The deep red color of tart cherry juice concentrate comes naturally from the cherries themselves.
Because the juice is concentrated, the color appears deeper and richer than ready-to-drink cherry juice.
Color can vary slightly because tart cherries are an agricultural product, but concentrate is generally a deep red to burgundy color.
9. What Should Consumers Look for When Buying Tart Cherry Juice Concentrate?
LaPointe recommends looking beyond the front label.
Consumers may want to review where the cherries are grown, whether the product is actually concentrate or ready-to-drink juice, the mixing instructions, packaging and whether the company clearly explains the product.
Traverse Bay Farms bottles its tart cherry juice concentrate in glass and offers a sediment-free guarantee.
The company's concentrate is produced to 68 Brix, a measurement commonly used in the food industry to describe dissolved solids in fruit concentrates.
"Consumers have more information available to them than ever before," LaPointe said. "We encourage people to read labels, understand what they are buying and ask questions."
10. Where Can Consumers Learn More About Tart Cherry Juice?
Traverse Bay Farms has developed an expanding collection of tart cherry educational resources covering tart cherry juice concentrate, Montmorency tart cherries, recipes, serving ideas and related information.
The company's Tart Cherry Health Report provides additional educational content and research summaries for consumers interested in learning more
