Elgin, Minn.-based Honeybear Brands will begin offering new-crop Pazazz apples at the beginning of December, and the marketer said prospects are more than good.
“Hands down, across the board, the quality, color and overall eating experience of Pazazz has never been better than what we’ve seen coming out of every one of our orchards,” Don Roper, vice president of sales and marketing at Honeybear Brands, said in a news release.
Pazazz apples will roll out in select markets in early December and more than 60 other retail markets in January, according to the release.
Honeybear Brands will use an integrated marketing campaign with digital advertising to reach premium apple consumers, according to the release. Social media marketing will include outreach to top food influencers across the country and select sponsored events.
Beyond Pazazz, the release said Honeybear is also involved with a red-flesh apple and a bright yellow apple yet to hit the commercial market.
“We have two potentially trendsetting new varieties that break really interesting ground, either in terms of unique flesh color or more tropical flavor profiles and winning textures,” Roper said in the release.
“Both generated a lot of buzz and widespread interest from buyers at (PMA’s Fresh Summit). There’s still work to be done in terms ensuring the apples store well and that they retain their distinct flavor, texture and color throughout the production and storage process. But we also know they could become high-value differentiators for our retail partners in the very near future.”
The release said Honeybear is planning on the phased introduction of significant organic production in both Northern and Southern Hemisphere orchards. The company’s goal is to transition about 25% of acreage to organic within three years.
Honeybear is transitioning acreage to organic production in Washington, New York, Nova Scotia and Chilean orchards, according to the release.
