Cosmic Crisp taking off to new volumes

A newer proprietary apple is getting a lot of love from the marketplace and industry as a whole, and volume is expected to significantly increase this season. 

Cosmic Crisp, launched commercially in December 2019 with about 650,000 boxes, is projecting 4.5 to 5 million boxes this season and 8 to 9 million boxes next season., said Kathryn Grandy, chief marketing officer of Yakima, Wash.-based Proprietary Variety Management, the company that markets the brand.

The Cosmic Crisp apple, a cross of the Enterprise and Honeycrisp varieties, is the result of 20 years of study and research by Washington State University’s tree fruit breeding program, Grandy said.

“We’re doing anything and everything as an industry. So far, so good. It’s been a very successful launch. Last season, $2.67 per pound was the highest price for a branded apple,” Grandy said.

“We feel very fortunate to be in the position we are with the growing number of partners,” she said. “There are currently 18.4 million trees planted in Washington state, and we are beginning to grow in Australia (and) Europe.”

There is a strong customer base that adores Cosmic Crisp apples, said Rochelle Bohm, brand manager for CMI Orchards, Wenatchee, Wash. “Cosmic continues to climb the branded apple rankings, currently taking the third spot for all branded apple sales (based on information compiled in the last 52 weeks, through Nov. 27, 2021, per Nielson Answers),” she said. “Sales performance aligns with the rapid growth in volume pushed by a huge grower base in Washington state.”

Cosmic Crisp launched its marketing campaign earlier for the 2021-22 season, on Nov. 8, 2021.

“The earlier marketing start this year allowed us to start filling the retail pipeline,” said Brianna Shales, marketing director for Wenatchee, Wash.-based Stemilt Growers LLC. “We have increased volume at Stemilt. Really excited about the crop. Good colors and flavors. Good growing conditions made for a manageable harvest.”

Shales said the quality of this year’s Cosmic Crisp is great for building consumer trial and repeat purchases. “It will have an advantage over other new apples because of its great eating qualities and ability to stand out among other varieties,” she said. “There is lots of retail activity that will be taking place in the New Year to continue building momentum for Cosmic Crisp. This season will extend into August.” 

Grandy and her team added a consumer marketing program this year, too. They plan to use couponing and promotions to build demand from consumers and, hopefully, pull sales through, she said.

“I think retail is looking to make (Cosmic Crisp) as bright as possible,” said Dan Davis, director of business development at Oneonta Starr Ranch Growers, Wenatchee, Wash.

“(The brand’s) hot air balloon has been a great new ambassador for the brand. We hope to take it to retailers’ special events,” Grandy said.

Stemilt comprises about 20% of the Cosmic Crisp volume in Washington State. The added volume has increased branding at the store level, according to Shales. As a result, Cosmic Crisp should have more promotion, display space and potentially instore demos this season, she said. 

“Oneonta will produce over 400,000 cases this year and we were at 150,000 last year, which more than doubles last year’s output. The crop looks good so far. We’re cautiously optimistic after last year’s heat,” Davis said. 

“Twenty years of development have really helped make sure this is a sustainable variety for the state,” Shales said. “Organics will be a quicker season this year but will continue to grow. We’ll likely be done early in the new year.”

Chuck Sinks, president of sales and marketing for Yakima, Wash.-based Sage Fruit Co., said the 2021 crop of Cosmic Crisp apples has been well received by retailers and consumers alike. “The eating quality has been great, which helps ensure repeat purchases,” Sinks said.

Don Roper, vice president for Honeybear Marketing, Brewster, Wash., said Cosmic Crisp enjoyed a great deal of buzz with its limited volume in the 2020-21 season.

“With more supply available and the consumer marketing spend down, we have seen softer pricing, which has probably occurred sooner than expected,” Roper said. “We do have extremely high expectations for this apple, as it will continue to grow share on the retail deck and replace other varieties, and it should have strong export demand due to its eating and storing qualities.”