Superfresh Growers will have organic and conventional Honeycrisp and gala variety apples through the summer, said Cat Gipe-Stewart, communication manager for Domex Superfresh Growers, Yakima, Wash.
“Though Washington state inventory is down, Superfresh Growers volume is up,” Gipe-Stewart said. “We are able to support U.S-grown (apples) through the summer, minimizing the need for import apple programs.”
There is growth in export markets despite well-publicized challenges with ocean containers, Gipe-Stewart said. “Cosmic Crisp and Autumn Glory, especially, have been doing well, especially in China and Taiwan,” she said.
Organic apples account for about 25% of the Superfresh Growers’ apple volume, depending on the variety.
“We will have organic supply into summer, including all core (gala, granny smith, fuji), as well as Honeycrisp and Pink Lady apples,” Gipe-Stewart said. “Organic Pink Lady growth has been big this year. We have plenty of (advertising) volume, which works great for the healthy new year and Valentine ads coming up.”
Premium apples
In terms of proprietary apples, Gipe-Stewart said the marketer is featuring Autumn Glory, Cosmic Crisp and Pink Lady apples.
“Autumn Glory demand is on fire, and we expect this to continue,” she said. Compared with a year ago, Nielsen data ending Dec. 4 (for the last four weeks) shows that Autumn Glory volume is up 63%, and sales are up 46%.
“Cosmic Crisp sales continue to grow as Cosmic Crisp takes the apple category on by storm,” Gipe-Stewart said, noting that Nielsen data shows that Cosmic sales were up 262%, and volume was up 258% for the month ending Dec. 4 compared with year-ago levels.
“To be competitive this season and engage new buyers, Cosmic Crisp (shipping point fob) is being priced at or below Honeycrisp prices,” she said. At retail, Nielsen data shows that conventional bulk Cosmic Crisp is averaging $2.27 per pound, and Honeycrisp is averaging $2.37 per pound. “We are seeing the best movement for Cosmic Crisp when it is priced the same or just below Honeycrisp apple,” she said.
Cosmic Crisp apple is one variety that can fill in space where other varieties (apples or other produce items) within the industry may be short, she said.
Superfresh Growers will begin selling Sunset Magic apples in January, she said. “This is a very exciting new variety with an excellent crisp texture, tart-sweet flavor, balanced acidity and a nice pinkish-orange sunset hue,” Gipe-Stewart said. “This is a variety that will build for us in the coming years.”
Packaged apple demand has been strong, Gipe-Stewart said.
“E-commerce is a huge factor into bagged apple demand, along with perceived food safety,” she said. “Consumers are demanding bags, especially with services such as Instacart where it is easier to order one bag of apples and know what you will be getting.” For the year ending Dec. 4, she said Nielsen data shows the volume share of packaged apples has increased from 41% to 44% from 2020 to 2021.
Digital marketing is a key factor in the company’s marketing efforts, Gipe-Stewart said.
Capturing sales on retailer dot-coms and third-party e-commerce is a competitive business, she said.
“Historical demos and (point of sale) are being replaced (and) supported by social media and digital ads, as well as online couponing. Print ads for some retailers are going away, and new digital ways of capturing the shoppers’ attention (are) needed.”
