Applewood Fresh, a Michigan-based apple grower, packer and shipper that operates under FirstFruits Farms, has announced a new strategic sales partnership with Belding Fruit Storage of Belding, Mich., in which it will serve as the sales and marketing function of Belding Fruit’s apple program, which operates one of the largest apple storage facilities in the Eastern U.S., with capacities exceeding 1.5 million bushels.
Aimee Bach, business development manager of the West Coast for FirstFruits Marketing, says the apple industry has significant challenges in input, transportation and labor costs. Bach notes that growers in each state face varying impacts, and high fuel prices can have a huge impact on a supply chain.
“The apple industry is in a period of significant transition, forcing growers and packers to think differently about how they compete,” she says. “At the same time, we’re seeing more investment activity, mergers and strategic partnerships across the industry as companies look for ways to create efficiencies and remain viable.”
Bach says the partnership is a way for a large national apple supplier to align with a group of regional, family-operated businesses to draw on each company’s strengths.
“The result is a more agile organization that can respond faster to changing market conditions while still maintaining the local ownership, family values and grower-first mindset that have defined both companies for generations,” Bach says. “Retailers increasingly want to streamline their supplier base, and partnerships like FirstFruits, Applewood Fresh and Belding Fruit can offer broader solutions while remaining regionally competitive.”
Bach says retailers seek that dependable supply regardless of weather events or regional crop fluctuations or seasonal demand spikes, adding that the partnership is another way FirstFruits can maintain storage capacity and consistent supply by sourcing through multiple growing regions.
“The partnership also creates additional flexibility. If demand suddenly accelerates in a particular market, having access to multiple growing regions, packing facilities and logistics networks allows us to react more quickly,” she says. “For Midwest and East Coast retailers, that translates into improved availability, more consistent inventories and stronger execution throughout the year.”
Bach also points out that since FirstFruits acquired Applewood Fresh in 2023, it has continued to add Michigan-based grower and packing partnerships. This acquisition expands the Michigan regional footprint and storage and supply capabilities.
FirstFruits says the expanded program will offer access to conventional, core and high-flavor varieties including Honeycrisp, EverCrisp, SweeTango, fuji, gala and red delicious. Bach notes that managed varieties are a significant growth driver in the apple category as consumers purchase apples based on eating experiences.
“Varieties such as EverCrisp, SweeTango and Rave have benefited from coordinated marketing support and strong retail promotion,” she says. “Those investments, passed along to retailers, help generate trial. But beyond that, our approach has been to invest in varieties that have long-term success, earning repeat business and gaining shelf space based on consumer demand.”
Bach says retailers have also capitalized on broad category promotions, touting health benefits, flavor and texture profile, usage occasions and variety discovery to help increase overall apple consumption while supporting multiple varieties.
“We work to create trial through sampling opportunities, digital engagement, and in-store merchandising,” she says. “Through category data, we also help our retailer partners understand which varieties fit their customer demographics and sales goals.”
Bach notes that FirstFruits and Applewood Fresh focus on educating consumers to help discover great apples and provide an eating experience that ensures return sales through their growers and packers. Bach says that while marketing might drive the first purchase, “the apple itself must earn the second purchase.”
