It may be hard for some of us produce people—cynical from years of pickling and preserving trend reports, a half decade of millennials like myself aping our most frugal ancestors—to get jazzed about jamming.

But the numbers don’t lie, and social media has spoken. Pinterest reported a whopping 829 percent uptick in searches for “homemade jam” last year. Clever compotes like Jamnation’s Josephine raspberry and basil Razzle Bazzle and Plum and Get It—a Flavor King Pluot® and honeysuckle admixture—are elevating the idiom while racking up prestigious honors, like Good Food Awards, left and right.

The culinary possibilities of jamming seem to be hitting home like never before—with chefs and hobbyists alike.

How can produce providers, retailers, and foodservice professionals get in on the action? Hit those hashtags hard and those hot plates harder.

Jamming is the perfect vehicle to highlight o - the-beaten-path fruit (Loganberry anyone? Why not tayberry? The stately g, you say?) as well as seasonal and year-round staples (Concord grapes, apricots, blueberries—dare I suggest strawbs?). Caveat emptor—my grandpa made pretty epic  apricot, boysenberry, and pomegranate preserves, so I might have a dog in this ght. And I’ll fight like Kilkenny cats to get my hands on some pomegranate jam (so labor intensive—getting rid of those seeds—but so good!).

So, let’s not discount this time-tested tradition come the tail-end of asought-after seasonal fruit’s cycle. Cross-merchandise some mason jars; get those shelf-talkers talking, and get ready for some epic toast as this classic food conservation technique becomes a full-fledged culinary tour de force.