Wenatchee, Wash.-based Stemilt Growers is offering organic produce marketing opportunities for spring.
Brianna Shales, marketing director for the packer, grower and distributor of tree fruit, said Earth Day on April 22 is an ideal time for retailers to share the benefits of organic apples.
“Looking at the past four seasons in March and April only, organic apples made up 12.2% of apple volumes and 16.9% of dollars on average in the U.S.,” Shales said in a news release. “There’s still work to be done, and if you’ve struggled with success in the organic section, this is the year to change that story and really put the spotlight on organics. We’re here to help, with display bins, ad inspiration and materials at the point of sale. Now is the time to make organic apples appealing to consumers.”
Stemilt said a 2024 Nielsen IQ survey of 1,400 primary shoppers of organics found that 67% of people purchased organic apples, with Generation Z and millennials among the top purchasing groups. Organic buyers make more frequent apple purchases with 81% buying at least every two weeks. Lower prices were the top motivator for buying more organic apples for both non-organic apple purchases and organic apple purchases, the release said.
“This consumer data highlights the opportunity to offer value through promotions on organic apples,” Shales said. “Consumers want to purchase organics, but inflation has impacted their apple purchases. The current organic crop presents a win-win situation for retailers — grow organic apple dollars through volume and deliver on the shopper’s desire for a good deal on organic apples.”
Stemilt’s resources include organic displays and kid-sized fruit to help boost organic sales, according to the release. Shales said retailers find success when offering multiple apple varieties to meet the wide interest and demand of customers. She said success in the organic category comes down to product, price, placement and promotion.
“Together we can create fun, welcoming promotions to help boost those organic sales,” Shales said. “Instead of single variety ads this year, switch to multi-variety promotions that will help elevate the category as a whole. There are three items retailers can utilize with Stemilt to build a robust promotion for organic apples, including the 5-pound Apple Lover’s bag, Lil Snappers kid-size fruit and the Artisan Organics EZ Band sustainable four-count package that is easy to stock, shop and ensures retailers get the organic ring at the register.”
Shales said retailers can get behind the growth in volume because organic premiums don’t have to be as high. Last year, with a lower supply, retailers kept organic price margins wide, the release said; with a large crop, a slight shift in price point can uplift the category and encourage purchases.
“It only takes a 30-cent premium over conventional apples to grow those dollars and keep the category compelling to drive consumers closer to organics,” Shales said. “There’s lots of great quality fruit out there and people looking for healthy choices leading up to Earth Day.”
