Glenmont, N.Y.-based New York Apple Sales Inc. will launch its new consumer brand of Yes! Apples at the Produce Marketing Association’s Fresh Summit Oct. 18-19 in Anaheim, Calif.
Honeycrisp, gala, fuji, mcintosh, Pink Lady, and red delicious varieties will be wrapped in the new packaging, proclaiming Yes! Apples starting in the late fall as New York Apple Sales rolls out the brand launch, according to a news release.
The new brand is the result of extensive consumer research, market analysis, customer focus groups and survey panels to help identify the best messaging to influence customer decisions.
“We wanted to adapt a fresh look, with a contemporary design that fits well into the buying habits and preferences of today’s consumers,” Tenley Allen Fitzgerald, New York Apple Sales director of brand marketing, said in the release. “As a millennial and brand specialist, I respond favorably to product messaging that addresses my interests and often includes a reason to purchase.”
Besides emphasizing the fresh, juicy and local aspects, the messaging details how the family has been involved in the apple business since 1919, and women-owned since 1999, establishing decades of New York state roots.
New York Apple Sales has long used its business name or a generic state brand as a label on bags and cartons. Research found that using a trade name didn’t target or appeal to the customer, who responds better to a brand than a company’s identification, according to the release.
New York Apple Sales will be the exclusive distributor of Yes! Apples.
The new brand was introduced to more than 100 apple growers at an annual meeting in early summer. Growers welcomed a new brand expected to build equity in the marketplace, according to the release.
Yes! Apples will be showcased at Fresh Summit booth No. 3061 and the New Products Showcase.
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