FirstFruits Marketing is rolling out a new marketing program for its trademarked Opal apples.

Opals sold in 2013 will be backed by a campaign featuring a new website, point-of-sale materials and charity initiative, according to a news release from Yakima, Wash.-based FirstFruits.

The new point-of-sale materials include signage, new merchandisers and cartons featuring the Opal logo. In addition, consumer events and demos have been planned for select cities and retailers across the U.S.

The new Opal website launches Jan. 21.

FirstFruits also is accepting applications from nonprofit organizations to benefit from 2013 Opal sales as part of the company’s “Youth Make a Difference” Initiative, a campaign designed to provide financial support to worthy charities led by youths.

In 2012, Opal sales funded the planting of gardens through the Katie’s Krops charity, which provides fresh produce to the needy.