“Junami is fruity, tangy, crispy and incredibly juicy,” said Suzanne Wolter, marketing director for Selah, Wash.-based Rainier Fruit. “It’s an extremely refreshing apple to eat and will be available for the first time in January.”
The grower-shipper has various promotions in place to help move volume.
“To make them stand out, we developed a brand around the variety name and created a larger size (Price Look-Up label) to better show the Junami name,” Wolter said. “Point-of-sale material is packed directly into the apple box, providing information to produce personnel and ensuring delivery to store of the material.”
Besides the in-box POS, the company packs the fruit in a high-graphic, variety-specific box that can also be used for building waterfall-like displays.
“This season we offered secondary display bins,” Wolter said. “These bins are a great way to create a destination within the produce department, draw attention to the new variety, and provides a ready-made location to display them.”
Rainier Fruit will support retail print ads with demos and additional merchandising to fit each buyer.
Junami and Lady Alice, which is entering its fifth season, retail for about $1.99 per pound, in the ballpark of other varieties like Pink Lady or Jazz.
“Consumers don’t seem to mind the higher price for prominently displayed, limited availability, great-tasting apples,” Wolter said.
Rainier Fruit will market Lady Alice for its February appearance in produce departments. “It has a subtle sweet-tart flavor and an heirloom quality dense cell structure,” Wolter said. “It’s incredibly slow to brown, making it the perfect apple for salads, cheese platters or for use by slicers.”
One of the qualities the company sought in developing both varieties — Junami and Lady Alice — is a capacity to build flavor while in storage.
“We have the flexibility to store them and release them later in the season when many regional, lower-volume varieties have been sold,” Wolter said.