Apple harvest has begun in Washington state, and early varieties look good, says Chuck Zeutenhorst, president of sales and marketing for FirstFruits Farms.
“Fruit shows a strong finish and excellent color development,” he says. “The combination of warm days and cool nights we’ve experienced this season has created conditions that are especially favorable for color, and we’re seeing the results come through on the pack line.”
Rochelle Bohm, vice president of marketing for CMI Orchards, says the company’s warehouses have reported better-than-expected color development among the early varieties and good firmness and storage potential.
“In addition to the positive color and finish, sizing has come in at an optimal level, helping support overall packout quality,” she says. “Perhaps most importantly, early eating quality has been outstanding, reinforcing confidence in the crop as the season progresses.”
Julieta Castillo, marketing coordinator for Superfresh Growers, says that while the crop size is down slightly from 2025, it’s more aligned with the five-year average. The eating quality is excellent, she adds.
“We are seeing a well-distributed size profile and excellent color across our orchards,” she says. “That combination should help bring supply and demand into better balance while giving retailers flexibility across bulk and packaged programs.”
According to Brianna Shales, director of marketing for Stemilt Growers, gala sizing is better than expected but may peak on smaller sizes as the variety tends to run smaller. She anticipates a balanced sizing on Honeycrisp and expects granny smith to have more bulk sizes. She also projects Cosmic Crisp to size moderately although the variety tends to peak on larger sizes.
Navigating Pack Types, Variety Mix and Organic Demand
Shales says bagged varieties continue to drive apple demand.
“Overall, bags are in high demand for apples, and there is a lot of balancing work to fulfill that demand,” she says. “Bulk still commands a higher retail price per pound to help with overall category health and performance, so bulk promotions are encouraged and necessary.”
Zeutenhorst says that ability to serve both bulk and bagged helps FirstFruits respond where consumer and retailer demand is.
“Larger-sized fruit aligns well with traditional bulk merchandising, whereas smaller fruit supports bagged programs that deliver value and convenience while helping drive volume sales,” he says. “Overall, this year’s crop provides retailers with the flexibility to meet a variety of consumer preferences, balancing premium display opportunities with strong value-focused offerings.”
Castillo says bagged and packaged apple sales are up 13% in dollar sales and 7% in volume, while noting that smaller and medium-size apples are a perfect fit for value bags and offer an “approachable price point and convenient options for families.”
Chuck Sinks, president of sales and marketing for Honeybear Brands, says that as consumers watch grocery spending, different size and pack formats offer more ways to buy apples.
“Value remains a major consideration at the shelf, but shoppers still want quality, freshness and great eating experiences,” he says. “A well-balanced apple department can feature premium bulk fruit for shoppers looking for a special variety or eating experience, alongside value-oriented bags that make apples an easy, affordable everyday staple. When consumers are being more intentional about where their grocery dollars go, that flexibility can help keep apples in the basket.”
Cosmic Crisp continues its growth trajectory. Castillo says it is now the No. 3 apple variety in dollars and volume, according to Circana data.
“Retailers can build on that momentum by maintaining consistent availability and giving Cosmic Crisp apples a prominent placement where shoppers can easily find them,” she says. “Strong visibility, supported by strategic promotions, helps capture existing demand while creating additional opportunities for trial and repeat purchases.”
While fuji and red delicious have declined in volume, Cosmic Crisp has begun to fill their place, Shales says, in part due to its quality and eating experience.
“We are excited to see it manifest into a core variety, and it really must be on shelf year-round across the U.S.,” she says. “There is pressure on club varieties for shelf space but still seasonal opportunities to utilize them to keep the category fresh and interesting. Promotion is critical to any apple’s success, and we need more of it on both core and club apples.”
Castillo encourages retailers to profile proprietary varieties in a rotating Apple of the Month promotion to encourage consumers to purchase them.
“This approach gives retailers the flexibility to introduce shoppers to new and unique varieties while maintaining the space and visibility that proven performers like Cosmic Crisp have earned,” she says.
Retailers can anchor the apple category with gala, fuji, Honeycrisp and granny smith while leveraging proprietary varieties such as Envy, SugarBee and Cosmic Crisp, Bohm says, noting Cosmic Crisp is an ideal bridge between core and branded offerings.
“Balancing established varieties with innovative branded apples helps retailers create a dynamic category that encourages exploration and keeps consumers engaged throughout the year,” she says.
Castillo also cites Circana data showing organic apple dollars are up 16% and volume is up 7%. While she says there might be a slightly lower organic volume this year, the category is well positioned for a strong supply of organic apples.
Bohm says CMI estimates about a 5.5% increase in its organic apple program this year, and quality and availability look strong.
Shales says Stemilt also expects strong activity on organic Honeycrisp and Cosmic Crisp, “which retailers should love, because both are sought-after flavors to help meet the organic shopper’s taste preferences.”
Positioning Apples for Health-Conscious Shoppers
As health benefits drive consumer purchases, Sinks says apples naturally fit into wellness campaigns around fiber and gut health. Produce managers can capitalize on this with strong callouts about fiber paired with an eye-catching apple display to help turn nutrition into a produce driver “and reinforce that fiber can be delicious, not just functional,” he explains.
Sinks says Honeybear Brands has launched messaging around “fiber is the superhero of nutrients,” with digital and in-store assets and the brand’s influencer network, to help inspire consumers to make apples a part of an everyday routine. Honeybear is also launching Mama Bear Approved to provide retailers with a relatable way to market apples around wellness and everyday family needs.
“The goal is to turn fiber from a nutrition fact into a reason to buy apples, while using the Mama Bear message to create an emotional connection with shoppers,” he says.
Shales encourages cross-merchandising of apples with other fiber-rich fruits and foods, as well as simple messaging focusing on the eating attributes of varieties.
“Show shoppers how apples can be added to oatmeal for added fiber, or pair up produce items like Brussels sprouts and apples to showcase how to sweeten up a hearty side dish,” she says. “It’s also ideal to tap into trends: easy snack ideas, fiber and the portability and convenience that apples naturally bring.”
Castillo says placement is also important, with cross-promotion of complementary foods such as nut butters, cheese or yogurt to provide snack inspiration.
“Eye-catching bulk displays can showcase variety and quality, while grab-and-go bags appeal to families, lunchbox shoppers and consumers looking for value and convenience,” she says.
Superfresh Growers plans a new health and wellness campaign to connect apples and pears with consumers interested in fiber and gut health, Castillo says.
“The campaign will focus on making nutrition messaging approachable and actionable, showing shoppers how apples and pears can fit naturally into their everyday lives,” she explains.
Bohm says simple, benefit-driven messaging resonates well with consumers. She suggests callouts such as “Healthy Everyday Snack,” “Naturally Fiber-Rich,” “Lunchbox Favorite,” and “Fresh Washington Apples.”
“Produce managers have an opportunity to position apples as nature’s perfect snack,” she says. “Simple messaging that highlights fiber content, natural energy, hydration and portability resonates strongly with consumers looking for healthier options. Signage that emphasizes apples as a convenient, nutritious snack for lunchboxes, after-school activities, work breaks and on-the-go lifestyles can help reinforce their role as an everyday wellness choice.”
This convenience and health messaging can be paired with organic apple displays, where consumers are already seeking wellness and health messaging, Bohm says.
“Key promotional windows include family-centered holidays, when consumers are looking for healthy foods to share, and the New Year period, when health and wellness goals take center stage,” Bohm says of organic apples. “Apples offer a wholesome, convenient and satisfying alternative to highly processed snacks, making them a natural fit for these promotional periods.”
Merchandising That Converts Eye Traffic Into Sales
Zeutenhorst says a recent consumer survey conducted by FirstFruits showed 40% of consumers prefer to purchase apples grown in Washington. He encourages retailers to highlight “Washington Grown” on display signage to “reinforce the quality and reputation consumers associate with Washington apples and help differentiate them at retail.”
While a large display helps catch shoppers’ eyes, variety education also is critical in displays, Shales says.
“We need to educate shoppers on what they are getting with each unique flavor and how to use it at home,” she says.
Zeutenhorst suggests retailers organize varieties from sweet to tart to help consumers clearly understand the differences and boost shopper confidence.
“It can also encourage consumers to explore varieties they may not have tried before,” he says.
Sinks also suggests retailers include varieties consumers know and understand and then complement those staples with premium and proprietary varieties to allow for discovery and differentiation.
“Signage should focus on a few powerful attributes rather than trying to tell the entire story,” he says. “Taste, variety, Washington-grown, fiber and seasonal relevance are all strong opportunities depending on the promotion.”
Bohm agrees, noting “the ideal Washington apple display combines trusted favorites with exciting premium varieties to create both confidence and discovery.” She says while core varieties are the foundation, proprietary varieties can encourage trial and trade-up purchases.
Castillo also encourages retailers to center displays around health messaging, value and convenience.
“An eye-catching assortment can draw shoppers in, but pairing it with the right message and promotional strategy turns interest into purchases,” Castillo says. “Retailers that consistently connect health, value, convenience and quality will be best positioned to encourage repeat purchases and drive growth across the apple category.”
