B.J. Thurlby’s name is synonymous with Northwest sweet cherries.

He was voted 2026’s Northwest “Cherry King” on Jan. 7, but died on Jan. 10 following surgery for cancer, according to the Good Fruit Grower publication.

“What a great ambassador that B.J. (Thurlby) was for our industry, how hard he worked for our industry,” said Doug Field, the chairman of the Washington State Fruit Commission. “Those efforts will be carried on into the future. He won’t be forgotten. We’re all going to miss our good friend.”

Thurlby headed the Washington State Fruit Commission for 25 years. He creatively promoted Northwest cherries, ranging from organizing K-Pop stars’ music videos in Washington cherry orchards to working with social media influencers to feature the fruit.

He also directed money from the Washington State Fruit Commission to help fund scientific studies to research the health benefits of cherries. Thurlby was also often found outside the U.S. promoting Northwest fruit in other countries. In fact, the commission he ran expanded marketing to nearly 30 countries.

Washington and Oregon are among the very top cherry producing states in the nation. Cherries can be as much as a billion dollar farmgate business in Washington, Oregon and Idaho, with a bit from Montana and Utah.

“He was the type of person who made you just want to stay there and listen to the stories he had to say,” Field said. “He promoted our cherries and talked about what a wonderful product they are. We’re really gonna miss him.”

Thurlby was also well known for being tirelessly positive about his industry.

That included times of trial, when growers might experience down market pressures, hail storms or rain events that would destroy crops right before harvest and payday, said Jon DeVaney, president of the Washington State Tree Fruit Association.

DeVaney remembers Thurlby’s booming voice and ready laughter in their office.

“That relentlessly positive outlook really made him not only a great spokesperson for the industry, when it came to talking to the public, and retailers and international customers, but it made him an amazing psychological and emotional support for growers who deal with really volatile highs and lows in their work life,” DeVaney said.

Thurlby leaves behind his wife, three children and extended family. He was 60.

Anna King is a reporter with Northwest Public Broadcasting.

This story comes to you from the Northwest News Network, a collaboration between public media organizations in Oregon and Washington.

It is part of OPB’s broader effort to ensure that everyone in our region has access to quality journalism that informs, entertains and enriches their lives. To learn more, visit our journalism partnerships page.

News Source : https://www.opb.org/article/2026/01/17/northwest-cherry-king-dies-after-leading-the-fruit-industry-for-decades/