Branded apples have disrupted core variety sales, and given retailers another tier of apples promote, along with core variety organic apples.
According to CMI Orchards, Wenatchee, Wash., there’s yet another tier to be pursued by retailers: branded organic apples.
“The retailers that are really benefiting from large profits in their apple category recognize the value in adding a fourth tier of selling to drive interest and excitement by offering another vehicle for incremental sales: branded organic apples,” George Harter, vice president of marketing for CMI Orchards, said in a new release.
CMI grows and markets seven of the top 12 branded apples in the U.S., according to the company, citing Nielsen sales data for 2018: Ambrosia, Jazz, Envy, Kanzi, Kiku, Pacific Rose and Smitten. CMI offers organic for most of those apples, according to the release.
Ambrosia leads the branded organic apple sales, with higher dollar sales than the second and third sellers combined, according to Nielsen data.
“We’ve reached significant volume where we are close to being able to supply customers year-round with organics, supplemented by import organic apples in the summer,” Robb Myers, CMI Orchard’s director of domestic sales, said in the release.
The company has retail displays and tools to help retailers promote the premium organic apple tier. More information is at www.cmiorganic.com.
“You can essentially amplify your set price points considerably with each tier, resulting in more sales for your stores,” Myers said in the release. “If you’re offering only three tiers in your apple category, you’re missing a huge opportunity to capture dollars with branded organics.”
