Wenatchee, Wash.-based Stemilt Growers is bringing increased volume of organic Honeycrisp and SweeTango to the market in the 2021-22 season.
In addition, Stemilt will have the firm’s first few organic Cosmic Crisp apples arriving in the market, said Brianna Shales, marketing director.
Packaging for organic apples also is evolving, she said.
“We’ve been trialing new sustainable consumer packaging for organic apples,” she said. “This is a path we hope to continue to progress on in the future as we know it’s valuable to the organic shopper.”
In general, Shales said Stemilt’s overall volume of organic fruit will be similar to a year ago, with increases on key consumer favorites such as Honeycrisp.
Marketing plan
Shales said the next three to six months for Stemilt will feature a heavy focus on organic apple marketing, with a few of those months also capturing organic pear sales.
“Our plan is focused on ensuring freshness and quality with our organics, and to pack fresh to order to help put shelf life in the retailer and consumer’s hands,” she said. “Of course, we will also be working with retailers to build displays and brand awareness of the quality program that Artisan Organics strives to be.”
Both integrated and dedicated retail merchandising of organic apples can be effective, Shales said.
“More and more it seems like organic has a dedicated space in produce, at least for our fruits,” Shales said. “Both tactics are good for sales, and when doing an integrated display, it’s just really important that the consumer knows about the organic item and has a reason to buy it if they aren’t the dedicated organic shopper.”
Promotion continues to be key in moving more organic apples, she said. Consistency, frequency, and featuring multiple varieties on ad at a time will help grow sales, Shales said.
“Since packaging has risen for organic apples, retailers should consider carrying a bigger pack type (5-pound bag) to drive volume during key times.”
