N.Y. Apple Assn. developing retail support programs

01/05/2010 11:15:32 AM
Ashley Bentley

To help keep up the pace of apple movement from New York this season, the New York Apple Association is offering ad support, demo support and instant rebate coupons.

“We redirected a sizeable amount of money to put into this program,” said Jim Allen, president of the Fishers-based association. “Sales are good, and we don’t want it to drop off.”

Allen

There are retailers that don’t offer New York apples in big volumes, and the association is trying to expand its state’s products in those stores, Allen said.

“We’ve got a pretty good toolbox of programs we can offer retailers,” Allen said. “There are some we’re still developing, and some we’re going to expand.”

The instant rebate program is in development, Allen said in early December.

The association plans to expand its annual display contest with the Defense Commissary Agency, Allen said.

The contest is open to commissaries across the U.S., and the association is shooting for more than 100 participants this year. Last year’s contest attracted nearly 80.

The six to eight winners receive round-trip airfare and registration to the Produce Marketing Association’s Fresh Summit.

“It’s a really exciting program, and a great sales lift,” Allen said.

In March, the association is working with the American Cancer Society on a marketing campaign tied in with March Madness college basketball events.

“We work with 35 to 40 retailers in the East and supply signage to each retailer,” Allen said. “We donate $25,000 to cancer research every March, and retailers put up signs.”

The promotion help beat cancer in two ways, Allen said: one because of the donation for research, and the other because of apples’ health benefits for the purchasing consumers.



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