Marketing opportunities abound with large apple crop this season

Honeybear offers two notable varieties — Pazzaz and Honey Moon — which will play into marketing efforts this year, says Don Roper, vice president of sales and marketing for Elgin, Minn.-based Wescott Agri Products. “We believe we have to create new flavors to create demand to help drive consumption,” he said.

The U.S. Apple Association said inventories as of December 2023 were up about 33% over this same time last year. Buoyed by a supersized crop this year, marketers say this season promises to offer retailers ample opportunities to put the spotlight on apples.

To get a pulse on the apple industry, The Packer interviewed growers and packers in key apple-producing states — Washington, New York, Michigan and Pennsylvania — to learn about the opportunities available for retailers this season.

The industry as a whole

Don Roper, vice president of sales and marketing for Elgin, Minn.-based Wescott Agri Products, famous for Honeybear-brand apples, sees the big picture of the industry, working with growers in Washington, New York and the Midwest.

Roper said as more young orchards come into full production in the Midwest and mid-Atlantic, it adds to the already increasing production in Washington.

“If you look at the oversupply, it’s directly impacting pricing,” he said. “These growing regions of the Northeast, of the Midwest and even of Washington, their profile is to have big crops. We’re on a path where we could be looking at potentially oversupply for several years.”

Roper said prices haven’t helped move supply as much as is likely needed for the size of this crop.

“The reality is that we probably haven’t seen the price decreases at retail that the size of the crop would want,” he said. “Movement is average to maybe above average at best.”

An advantage the industry has is the number of varieties available, said Roper, likening it to the flavor profiles and styles of wine.

“The quality of new apple varieties out there, they are head and shoulders better,” he said.

Honeybear offers two notable varieties — Pazzaz and Honey Moon — which he said will play into Honeybear’s marketing efforts this year.

“We believe we have to create new flavors to create demand to help drive consumption,” he said. “We’ve been increasing production and increasing distribution across the U.S. A bunch of programs are kicking off here in the new year — regional programs that are kicking off from coast to coast.”

A look at key apple-producing states

Washington

After a year of extremes for growers with snow and frost in late spring, poor pollination and hail and weather events, Washington rebounded in 2023, increasing production by about 38% year over year, according to figures from the U.S. Apple Association. Read the full story here: Washington's apple crop rebounds, giving retailers promotion opportunities aplenty.

Michigan

Michigan apple growers experienced some localized frost damage in the spring but still had a great growing year. Read the full story here: Following another large crop, Michigan apple experts offer insight for retailers.

New York

Despite weather challenges this season, growers “look hopeful for '24,” said Cynthia Haskins, president and CEO of New York Apples. “We have a good mix of different apple varieties that are out there ...” Read the full story here: Focus on flavor profiles, health benefits key for New York apple marketing efforts.

Pennsylvania

The Keystone State experienced frost, freeze, droughts and big rains. Growers saw cosmetic issues on certain varieties such as Honeycrisp and fuji. With a large crop and consumption that’s been relatively unchanged, apple marketers across the country said there is a need to boost fresh apple consumption domestically. Read the full story here: Bountiful apple crop brings opportunities — and a challenge to grow consumption.