Apple marketing business updates

Apple marketing business updates.
Apple marketing business updates.
(File photo)

Stemilt looks to Cosmic Crisp, organic apples, Lil Snappers program for winter, spring promotions

Stemilt Growers will work with retailers to promote Cosmic Crisp, organic fruit, and the marketer’s Lil Snappers programs through the winter and into the spring, said Brianna Shales, marketing director for the Wenatchee, Wash.-based apple grower-shipper.

“Stemilt is a leader in Cosmic Crisp and will continue to work closely with retail partners to introduce it to consumers and ensure they have a great experience with this still-new variety,” Shales said.

Stemilt will also work with retailers on consistent organic promotions, she said, as the category accounts for 15% of all apples sales on average in the U.S. Organic Honeycrisp has ample room for retail promotion in early 2022, Shales said.

“Finally, we will continue to share our Lil Snappers kid-size programs as a great option to fit with parents’ need for convenience and quality to help provide kids snacks,” Shales said.

Riveridge Produce boosts new varieties

Several newer apple varieties are being promoted by Sparta, Mich.-based Riveridge Produce

“Ambrosia has been a variety that, once people try them, often have a new favorite, (and) the flavor is especially excellent this year,” said Trish Taylor, Riveridge marketing manager. “Evercrisp is a great alternative for those who love Honeycrisp,” she said, noting that the Evercrisp apple is sweet, juicy and remains firm. “Entirely new for us in Michigan this year is SnapDragon,” Taylor said. It is also a variety that, once people try, may rise to be their favorite, she said.

Sage Fruit to engage with Cosmic Crisp promotion

Yakima, Wash.-based Sage Fruit Co. has ample Cosmic Crisp volume and will be promoting the variety extensively through the winter and well into 2022, said Chuck Sinks, president of sales and marketing.

“This season has brought a significant increase in Cosmic Crisp volume industrywide,” Sinks said. “Over the past two years, we have introduced the Cosmic Crisp to consumers and worked to get the variety off the ground. We now have ample volume to carry it nearly year-round and look to have opportunities for retail promotions into July.” 

For the 2021-2022 apple season, Sinks said Sage Fruit will be launching a “Good Health in Hand” campaign for the marketer’s retail partners that highlights the healthy attributes of Sage fruit.

In addition, a main focus for Sage Fruit is sustainability, Sinks said.

“We are currently seeking more environmentally friendly packaging options, as well as more efficient methods for packing,” he said. “We understand that today’s consumers want to lead a more sustainable lifestyle, and they expect the companies they purchase their goods and services from to help them achieve these sustainability goals. With increased concerns over single-use plastic, as well as a heightened awareness of the availability of more sustainable options, Sage Fruit has been actively seeking alternative solutions to traditional packaging. We hope to introduce our retail partners to new options later this season.”

Honeybear Marketing pushes Pazazz apples

Brewster, Wash.-based Honeybear Marketing is promoting the health benefits of Pazazz apples through recipes and other promotions, said Don Roper, vice president of sales and marketing

“We have teamed up with celebrity Chef Elle Simone from America’s Test Kitchen in February during National Cancer Awareness month to promote the healthy benefits of Pazazz apples with delicious recipes,” Roper said. “Elle is a beloved, respected chef and cancer survivor. Sharing her personal journey and creating joy through food, Elle will be an excellent ambassador for Pazazz.”

Roper said the campaign will include a robust social media buy on Facebook, Instagram Pinterest, and be amplified by America’s Test Kitchen platforms.
Altogether, an estimated 10 million shopper impressions are expected, Roper said. 

The campaign will also point consumers to an online health check from the American Institute for Cancer Research (AICR), he said. 

“For retailers that want to get behind the February mission to promote cancer prevention, we will provide in-store signage that includes a (quick response) code link to the AICR online health check,” Roper said. 

Earth Day in April provides Honeybear with an opportunity to carry messaging about some of the marketer’s sustainability efforts to consumers, Roper said.

“Protecting pollinators that are necessary in the production of apples is a key sustainability goal for Honeybear,” he said. “Retailers can help create awareness around the importance of pollinators with bee-themed shelf talkers in their apple decks. He said Honeybear will offer plastic-free, 4-pound boxes of Honeycrisp and Pazazz that would make impressive incremental display and sales opportunities for retailers.

Pazazz apples have a long marketing window because they can be stored for extended periods, Roper said.

“Pazazz is a great eating apple that delights consumers right now, but we see a big lift in the apple category once we get into the late winter and spring months as the eating quality is amazingly steady throughout the entire year,” he said. “Additionally, First Kiss, while limited in production this year, has generated a lot of excitement for this early season apple as the exceptional flavor profile and crunchy texture kicks off the start of the apple crop year.”

Digital marketing opens doors for CMI Orchards

The rapid growth of omnichannel marketing delivers big opportunities for influencing purchases, and CMI Orchards has a digital team in place to work with retailers to tap into their customer base to drive sales, said Rochelle Bohm, brand manager for the Wenatchee, Wash.-based fruit marketers.

“We’re constantly learning and evolving as we harness the myriad tools out there for this trending marketing approach, and have seen tremendous success with the methods we’ve applied,” Bohm said.

CMI Orchards also is exploring packaging alternatives, a trend that Bohm said has been spurred on by rising costs and consumer demand for sustainability.

In addition, she said the company has invested in growing its data analyst teams to deliver timely category performance information, trends and highlights to give retail partners information to support assortment and promotion decisions.

Bohm said Envy apples are holding on to the top position for all branded apple sales, and claiming the seventh position for all apple sales, core and branded. 

“With wider distribution than any other branded apple, Envy is considered a household name and proven retail winner,” Bohm said. 

Meanwhile, she said CMI’s Ambrosia Gold continues to carve out a niche within Ambrosia apple variety sales, Bohm said, as “the gold standard of Ambrosia Apples.” 

Originally brought to the U.S. market by the McDougall family, CMI’s Ambrosia Gold delivers a crisp and sweet as honey eating experience. Ambrosia apples hold the second position for all branded apple sales, Bohm said. 

“With branded apples available in conventional and organic options, CMI carries the largest suite of specialty apples on the market,” she said. Between 15% to 20% of CMI’s apple crop is organic, and Bohm said that percentage is growing.

Bohm said CMI supports spring and summer sales with supplemental imported fruit from Chile, Argentina and New Zealand on smaller crop years.

Evans Fruit Co. looks to build demand for Cosmic Crisp apples

Promoting Cosmic Crisp apples is front and center for Yakima, Wash.-based Evans Fruit Co., said Scott Hennessey, account manager and coordinator.

Hennessey said in late December that demand and market reception for Cosmic Crisp seems improved in the 2021-2022 season compared with when the variety had limited volume a season ago.

Transportation is a challenge for Washington fruit marketers, but Hennessey said Evans Fruit Co. is consolidating fruit pick-ups for customers.

Export logistics have been difficult, with rates for ocean containers much higher and availability “nonexistent” to some destinations.

That shortfall in export shipments should leave the domestic market with sufficient apple supply, Hennessey said, and the quality of apple coming from storage is expected to be strong.

Apples from New York company promotes flavor, grower connection, healthy eating

New York apples have a number of winning attributes, and the Apples from New York is touting all of them, said Cynthia Haskins, president and CEO of the Fishers, N.Y.-based New York Apple Association, branded as Apples from New York.

Haskins said marketing efforts are stressing that New York apples represent a healthy snack and meal companion.

In addition, she said New York apples can lower distribution costs and improve sustainability metrics for retailers in Eastern cities, in comparison with sourcing Western U.S. fruit.

Apples from New York is also telling the grower story through spotlighting several growers. Another marketing push, she said, is telling the flavor profile story through social media and digital platforms.

New York apples have earned a strong reception this season, Haskins said.

“As more and more retailers merchandise and market Snapdragon apples, this variety has a growing fan base,” she said. 

Oneonta Starr Ranch Growers focuses on keeping customers supplied

Oneonta Starr Ranch Growers is focused on year-round supply for its partners, said Dan Davis, director of business development for the Wenatchee, Wash.-based marketer.

“Keeping our core (customers) supplied with what they need during this tight crop will be the highlight of our plans,” Davis said.

The effect of extreme heat last summer on storage apple supplies is not yet known.

“We all lived through the heat that was unlike anything we've ever seen and (we) have to listen to what our quality control teams and warehouse staff think will come our way,” Davis said. “We know for sure that we will need to augment our supply on organics with our import partners. The coordination of that this year on a variety-by-variety basis is one of our key focuses.”

With the shorter crop, shippers will need to be responsive, Davis said.

“Supply is the biggest change,” he said. “We just have less fruit this year and we expect packouts to suffer deeper into the season, compounding the issue.”

Organic apples account for 15% of Starr Ranch Growers’ overall apple volume, Davis said.

“The (organic) season has been fantastic so far, movement has been great and we’re ahead of our anticipated pace,” he said. “We're going to have to stretch to reach our import season with how fast we've been moving on many varieties.”

Davis said Starr Ranch Growers has enjoyed a “fantastic” season for Juici branded apples. 

“Our volume continues to grow, and it continues to find homes and delight consumers,” he said. 

“The apple has eaten really well this year and we'll run out of our supply far in advance of when we thought we would due to the brisk movement off the retail shelf.”

Cosmic Crisp will have good sales opportunities as the season continues and other varieties are in shorter supply. Industry challenges related to the Cosmic Crisp relate to consistency, he said.

“There are still concerns about consistency at retail and we've got to prove that is getting better,” he said.

Davis said Starr Ranch Growers has a healthy crop of Pink Lady apples that will have promotion opportunities. 

“For the most part, later harvesting varieties are in more abundance than earlier harvesting varieties, so those will be our focus,” Davis said.

Hudson River Fruit Distributors sees excellent quality, strong demand

Hudson River Fruit Distributors is actively marketing SnapDragon, RubyFrost and EverCrisp apples in 2022, said Alisha Albinder Camac, owner and operator of the Milton, N.Y-based apple marketer.

"SnapDragon is continuing to increase in volume and sales year over year and we are getting great market response for EverCrisp," Albinder Camac said. "Customers are also excited to see RubyFrost back on the shelves and sales have been off to a great start."

Apple quality has been excellent for apples coming out of controlled atmosphere storage and that should continue, she said.

Large apple shippers miss the USDA’s Food Box Program this year, Camac said. "This was a very large part of the program last year, which is significantly smaller now."

While Washington apple growers have experienced a shorter crop compared with expectations, Camac said Hudson River Fruit Distributors and other New York suppliers have a large crop to sell and will keep pushing New York apples into the summer months.

"Bagged apple demand has been strong at retail and many shoppers’ buying partners have pushed this way over the past one and a half years," she said. "There are still a lot

 

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