AbstractGrowth in world trade is in the market for high‐value products. The potential exists for the United States to gain from this growth but will require adoption of more aggressive marketing strategies and increase pressure to reduce trade barriers. This study exemplifies research needed on specific commodities in potential markets. Information on Japanese consumers' tastes and preferences was used to analyze Japanese demand for Japanese and American cherries. The results indicate the importance of time in exporting this high‐value unprocessed prod