It’s still too early to give a full report on the Michigan apple season, but the season is shaping up well, says Diane Smith, executive director of the Michigan Apple Committee.
The weather in spring can influence pollination and fruit set, says Chuck Sinks, president of sales and marketing, Honeybear Brands. Ideal temperatures and adequate moisture levels during bloom help create a favorable environment for pollination, but cold or wet conditions can negatively affect pollination and lead to lower yields, he says.
Weathering the Spring for a Promising Harvest
Trish Taylor, marketing and account manager for Riveridge Produce Marketing Inc., says the cool weather this spring “made for a longer, more drawn-out pollination period.” But, she adds, “Some blocks set better than others, depending on when they reached full bloom.”
Despite a tricky spring marked by localized frost and hail, the overall harvest outlook remains positive. Smith notes that growers enjoyed robust bee activity.
“I think growers overall were pleasantly surprised at the bee activity during pollination, given the less-than-ideal weather conditions we had during that time,” Smith says. “We had some frost events and localized hail damage in the spring, however, we’re hearing a lot of optimism from growers.”
In terms of how this growing season sets up the harvest this fall, Taylor says fruit size looks good.
“Right now we anticipate the crop to be similar to last year, perhaps even slightly larger,” she says.
And she says Riveridge’s projected harvest calendar is similar to 2025, with estimates for fuji and Pink Lady apples to harvest a few days later.
Sinks echoes this sentiment, saying at this point in the growing season, early-season varieties seem to track on a standard timeline.
“However, some varieties may mature slightly earlier or later depending on weather patterns, so growers are closely monitoring conditions,” he says. “As of now, crop projections are still in the early stages, but indications suggest a flat but favorable outlook for this year’s apple yield, influenced by spring weather conditions and tree health.”
The Ridge Advantage and Regional Sourcing
Smith says Michigan boasts a climate and nutrient-rich soil conducive to growing tree fruit, along with the Great Lakes that buffer severe weather — and, most importantly, dedicated growers — adding, “There isn’t a more ideal place for growing apples.”
“Michigan’s climate provides long winters for dormant trees to ‘rest,’ gradual springs for tree, bud and blossom development and hot and sunny summers that translate into enhanced flavor and great fruit color,” she says.
“The Ridge,” as it’s affectionately called, is an area in West Michigan that offers a unique microclimate for growing apples, Taylor says.
“Its higher elevation helps protect orchards from frost, while Lake Michigan moderates temperature extremes and provides consistent moisture,” she says. “Along with warm and sunny summer days and then cool fall evenings, the sugars really pop.”
Sinks agrees, saying it’s these microclimates and variations in soil, temperature and moisture that really help set Michigan apples apart and help in the cultivation of diverse apple varieties.
“These microclimates can result in enhanced sugar accumulation and acidity in specific varieties, contributing to a superior taste experience, particularly in the context of this year’s crop,” he says.
Taylor says retailers have continued to look to Michigan apples as sourcing regions tighten and regionally grown apples offer a solution closer to customers. Sinks agrees, noting the state’s location near several major urban markets helps meet consumers’ demand for locally grown produce.
“Michigan is well positioned to meet that demand because of its proximity to major population centers throughout the Midwest,” Taylor says. “This creates freight efficiencies while also providing a strong local story. Consumers connect with the growers and communities behind food produced near them, and Michigan’s apple industry has a rich story to share.”
High-Tech Solutions for Labor and Sorting
Taylor says the state’s growers and packers continue to invest in technologies to improve efficiencies and reduce a reliance on labor.
“One Riveridge packing partner is adding a presort line this season, allowing apples to be sorted by size and grade before final pack and reducing the labor required later in the process,” she says. “Other facilities have added robotic bin dumpers and automatic stackers. While these investments may not always deliver an immediate return, their value becomes especially clear when labor is limited.”
Another addition for packers in the state is the integration of artificial intelligence technology into optical sorters that can quickly detect and learn fruit defects.
“This reduces the number of human eyes and hands needed for additional defect sorting while improving consistency,” Taylor says.
Sinks agrees, noting packers in Michigan have also added automation and data analytics to “help streamline processes, reduce labor reliance and improve product handling, which can lead to better quality and reduced waste.”
Evolving Shopping Habits and Packaging Trends
While there is interest in organic apples, Sinks says it can be a challenge growing them in the Midwest.
Taylor says Riveridge has seen a leveling off of interest in organic produce, though she notes that the company continues to work with its organic growers and to trial best practices in the orchard to meet current demand and prepare for potential future growth.
“We continue to work with growers who maintain organic orchards while also conducting trials to evaluate what varieties and techniques may be viable in Michigan’s climate,” she says.
There has also been a shift toward more bagged apples, which Taylor says is driven less by inflation and more by changes in shopping habits that date to the global pandemic.
“Michigan has traditionally been a strong bagged-apple region, but with the growth of online grocery shopping, fixed-weight bags make even more sense,” she says. “They offer convenience and consistency without relying on a shopper or store employee to select individual apples.”
Bulk displays remain important for variety and choice, while larger fixed-weight bags provide value and make it easy for families to purchase more fruit at once.
Taylor says there has been some consumer movement toward red delicious due to inflation and consumers seeking value-driven purchases. But she notes that “retailers are often finding ways to meet consumers at the price points they need through pack sizes and promotions, so shoppers do not always have to trade away from their favorite varieties.”
Sinks expects to see more of a shift to larger fixed-weight packs such as 3- and 5-pound bags, but some shoppers prefer bulk purchasing to mitigate the perception of waste.
“Retailers are advised to balance bulk displays with high-volume value bags, ensuring they cater to both consumers seeking variety and those focused on value,” he says.
Speaking of displays, Sinks says, “In years like this, execution matters more than volume.”
Retailers who commit early, merchandise aggressively and deploy a diverse premium apple assortment will be positioned to keep shoppers engaged and protect category performance, he says.
“The opportunity isn’t just to sell apples; it’s to deliver consistently great eating experiences that keep consumers coming back all season long,” he says.
Marketing and Merchandising for Fall Growth
The Michigan Apple Committee has planned a robust social media and marketing campaign through advertisers and by leveraging influencers’ reach. Smith says Michigan Apples will continue to work with dietitians who “provide expertise and credibility for consumers seeking health and nutrition information about apples.”
She says dietitians on the MichiganApples.com Healthy Living page provide practical, health-focused tips for incorporating apples into daily routines such as smart shopping strategies, back-to-school snacks and workout fuel for athletes. The Michigan Apple Committee also offers a retail dietitian kit that provides tips, tools and content about Michigan apples.
Smith says the organization’s influencer partnerships help extend the reach of Michigan apples to a larger audience. It works with 11 influencers who speak to diverse audiences and content styles. Last season the influencers created 37 videos promoting Michigan apples.
“The videos resulted in 5,536,606 impressions, 173,953 engagements, with an average engagement rate of 3.2%, garnering significant views from social media users,” she says.
Smith says in-person events and partnerships support the organization’s digital-heavy program and bring Michigan apples face-to-face with consumers, which helps drive consumption.
“As we continue to grow our audience and build brand recognition through consistent messaging, we will continue to see increases in consumption,” she says.
As consumers seek out nutritionally dense snacks and foods, apples are in a strong position to capitalize, Taylor says.
“We position apples as an affordable, naturally nutritious snack that fits nearly any occasion, from lunchboxes and after-school snacks to workdays, travel and outdoor activities,” she says. “Unlike many more perishable fruits, apples maintain their flavor and crunch well beyond harvest without the use of preservatives, giving consumers more time to enjoy them and helping reduce food waste.”
Sinks notes that retailers can capitalize on consumers’ interest in nutrient-dense superfoods through signage and wellness messaging, as well as by offering promotional recipes that showcase apples’ versatility.
“Fiber is the new protein, and consumers looking for products that are rich in fiber but [also] affordable can reach for their favorite apple variety,” he says.
Retailers can also target messaging around price per serving, portability, long shelf life and family-friendly nutrition that can help consumers connect apples to both the health benefits and convenience they crave, Taylor says.
“Fixed-weight bags also make that value easy for shoppers to recognize while encouraging larger purchases,” she says. “Cross-merchandising creates additional opportunities, whether pairing apples with cheese, nut butter and other lunchbox items or displaying them alongside cider, which can be promoted as a flavorful base for smoothies, marinades and seasonal recipes.”
Sinks says Honeybear works with retailers to drive volume during peak fall season with in-store events and marketing collaborations that highlight the unique qualities of Michigan-grown apples.
“From a turnkey pollinator protection campaign to on-pack callouts, digital and in-store assets, we are helping emphasize and drive regional varieties,” he says.
