For apple marketers, “buy local” isn’t just a quaint trend; it’s a key to success, even if the definition of “local” varies from market to market.
The consumer is always right, so it’s important to make sure apple suppliers make sure they have the right fruit for a particular customer, said Dan Davis, business development director with Wenatchee, Wash.-based grower-shipper Oneonta Starr Ranch.
“We always acknowledge regional differences,” Davis said.
“The tastes and needs vary widely by market; what works in Florida doesn’t work necessarily in the Southwest, so we’re always cognizant of the target and have to have the dialogue with every retail partner as to how we can serve their market best.”
For many consumers, buying product grown close to home is what matters, said Don Roper, vice president of sales and marketing for Elgin, Minn.-based Honeybear Brands.
“In nearly every market where there is a locally grown production region of apples, there is and continues to be a strong affinity for supporting both the local growers and the regionally sustainable food production model that is in place,” he said.
“We see consumers’ first path on the decision tree to be for locally grown products and if not available, they will then purchase fruit grown from other regions — be it Washington state or imported fruit.”
Retailers continually strive for “a point of differentiation,” and those with a local apple program can stand apart from rivals, Roper said.
“For the retailers who put the work into having a regional apple program, they can separate themselves from the competition and provide what is usually a solution to the consumers first choice of purchase — local product,” he said.
The Fishers-based New York Apple Association does all it can to keep consumers connected with New York apples, said Cynthia Haskins, the association’s president and CEO.
“We are keenly appreciative to New York retailers and those located in other parts of the country who have gotten behind merchandising New York apples in a big way, and we continue to reach out to others to encourage them to do the same,” she said.
There are 150 “You Pick” orchard operations in New York, and the association has an interactive map on its website that gets a lot of traffic, Haskins said.
“Consumers quickly become (familiar with) where their favorite apples come from and where they can get them in addition to the apple orchard — at their local grower store, in New York and in several locations throughout the country,” she said.
The association also has a series of grower videos that provide more information, Haskins said.
“The more we can demonstrate where flavorful apples come from — the consumers feel the connection and taste the difference,” she said.
“We believe it is important for the consumer to understand where their apples come from, as well as characters of specific varieties.”
Gardners, Pa.-based Rice Fruit Co. covers a large region in the Eastern U.S., said Brenda Briggs, vice president of sales and marketing.
“There is much value in supporting the community around you, and we take great pride in our local and regional relationships,” she said. Rice Fruit Co. is in a unique position to provide first-to-market harvest for many of the Eastern retail markets, and this fosters a strong partnership at the front end of the apple season.”
Local and regional customers also are important to Michigan apple grower-shippers, said Diane Smith, executive director of the Lansing-based Michigan Apple Committee.
“Our local market is so important to us, within Michigan, as well as our surrounding states,” she said.
“Apples are just a part of fall tradition in Michigan, and Michigan’s residents continue to support their neighboring growers by visiting farm markets, orchards and cider mills, as well as by purchasing Michigan apples in their local grocery stores.”
Marketing by region is important because each region has its own preferences and nuances, Smith said.
“For example, having just worked through the holiday season, we recognize that consumers in the South are increasingly interested in 5-pound bags of apples; this is not something we see as much in the Northern states,” she said.
“However, our account managers keep these regional differences in mind as they build marketing programs for their retail accounts. Each program is tailored to fit retailers’ and regions’ needs.”
Some suppliers say it’s important to look at other factors.
“Local apples have an appeal to a small amount of shoppers,” said Catherine Gipe-Stewart, communications manager with Yakima, Wash.-based Domex Superfresh Growers.
“Our barriers-to-purchase research shows that appearance and taste matter more to consumers. Calling out ‘local’ doesn’t hurt sales when apples are local, but it’s not a barrier for retailers who don’t have access to local apples.”
“Local” is important, but it likely is more of a factor in the fall and winter seasons, when regional supplies from New York and Michigan are available, said Brianna Shales, communications manager with Wenatchee-based grower-shipper Stemilt Growers LLC.
“As we look to spring, it’s a good time to focus on the story behind the apples in store, whether that be the locale they call home, the grower, or, perhaps, it’s around product inspiration to educate apple (consumers) about emerging varieties,” she said.
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