New York apple plans media blitz

08/29/2013 01:20:00 PM
David Mitchell

“We’re in the early stages of utilizing social media — Facebook, Twitter, Pinterest — to engage and educate consumers about Pennsylvania and Eastern apples,” she said.

“I do have experience with social media. Social media is also an excellent tool to help consumers learn about and connect with local growers.”

Bancroft said website enhancements are planned to integrate social media and to make PennsylvaniaApples.org “a destination where consumers can learn and share with the Pennsylvania apple industry and its producers.”

Bancroft said one of the new Web features will be a recipe section that will allow visitors to submit and rate recipes on the site as well as to share their favorites on social networks.

Like its New York counterpart, the Pennsylvania organization plans to put an emphasis on local and regional marketing.

“We will continue to make point-of sale-materials available to our direct marketers,” she said.

“This year we will be bolstering our retail programs and will be supplementing those programs by making high-graphic floor displays available to retailers. They will be eye-catching displays that promote local apples.”

Bancroft said the displays, which will be available in September, can accommodate up to eight totes or three Euro trays.

“We are continuing to see an increased demand for locally and regionally grown fruit,” she said.

“Retailers seem to be responding to consumer interest in local and are employing merchandising efforts that emphasize the availability of locally and regionally grown produce.”


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