Rave apples revving up for back-to-school sales

Growers of Rave apples are readying for the upcoming season and encouraging retailers to do the same to take advantage of the apple’s flavors and campaign to aid students heading back to class.

Rave’s positioning as the back-to-school apple and the brand’s partnership with Back2School America will give back to students and families in need while igniting apple sales for retailers early in the season, Stemilt Marketing Director Brianna Shales said in a news release.

“Rave is rearing to do amazing things for the category as the first apple to harvest in the fall,” Shales said. “Its unique timing brings a premium apple to the market weeks before other varieties come off the tree. Rave is only available for a limited time, so there’s no time to waste when it hits the market.”

Rave apples are harvested starting in late July and go to market beginning in early August. They are grown by Stemilt in Washington state, Applewood Fresh in Michigan and Yes! Apples in New York state.

Rave supplies are expected to increase over the last year, and Stemilt is projecting a quality Washington-grown crop with good volumes and fruit sizes. Retailers can bring Rave apples to store shelves from August through October to help give the category momentum as it heads into the prime fall apple months, according to the release.

Back-to-school opportunities

When shoppers buy Rave apples this season, they will be helping provide 2,000 school-supply kits to students in six major markets, according to the release.

“Rave apples can help fill the apple sales void that many retailers see when produce departments transition from summer to fall,” Shales said. “Because Rave is available right as kids head back to school, our brand is partnering with Back2School America during its short season to support young students going back to school this fall.”

POS signage will help retailers highlight the giving component, while Rave will also be reaching media and influencers through a back-to-school-themed campaign.

“Apples and education have always gone hand in hand, so it’s fitting to bring the first new crop apple into the limelight with this Back2School America partnership,” Shales said. “Retailers have a great opportunity with Rave to align with a feel-good brand, fresh-off-the-tree fruit, and great growers to make for a great kick-start to apple season.”

What is a Rave apple?

Rave is a natural cross between Honeycrisp and the MonArk apple from Arkansas. It comes from the University of Minnesota’s apple breeding program that developed Honeycrisp.

The apple is described as “outrageously juicy with a refreshing snappy zing” that presents a balanced sweet to tart apple eating experience, according to the release.

“Rave’s Honeycrisp parentage brings a familiar, crisp crunch with a new snappy flavor to take any retailer’s apple category to the next level,” Shales said. “From the premium quality of this variety to its outrageously juicy and delicious flavors, we can’t wait to see what Rave will continue to bring to the category.”