After the calorie-crammed holidays, the first of the year is a time when many people think of eating better.
The New York Apple Association is there to help reinforce that sentiment.
With a marketing and promotion budget of about $3 million, the group conducts generic marketing and promotion on behalf of the 600 apple growers in New York state. The group, seeking to build consumer awareness of New York apples, is funded by yearly assessments from growers.
The group is launching a series of Snack Responsibly-themed ads through social media platforms. The high-impact ads boldly remind consumers to make healthy choices when choosing a snack, the group said.
“Apples are a great go-to snack since they are portable, delicious and are the perfect pick-me-up anytime during the day,” said Cynthia Haskins, president and CEO of the New York Apple Association.
New York has an ample crop to offer consumers. The state’s apple production in 2022 topped 32 million bushel cartons, Haskins said, about on par with its three-year average.
“We have had solid traction with retailers this year, with many of the retailers getting behind the locally grown, locally sourced belief,” she said.
Call to healthy eating
The Snack Responsibly ads appear on NYAA’s social media platforms, including Facebook, Instagram and LinkedIn, and through banner ads reaching consumers in targeted locations where New York apples are in the marketplace.
“Wherever someone is on their wellness journey, we are here for them,” Haskins said. “Whether they are looking for healthy salad recipes, Snack Responsibility ideas, or folding N.Y. apples into their recipes to add crunch, flavor, sweetness or tang, we have something for everyone.”
The New York Apple Association has moved most of its creative work in-house, she said. In recent months, NYAA designed a kitchen set on its premises so photoshoots, recipe creation and video production can be done on-site.
Registered dietitian and certified dietitian nutritionist Kelly Springer, who is a spokesperson for NYAA and owner of Kelly’s Choice, is kicking off the new year by giving TV and social media viewers snacking options using New York apples, according to the group.
“The key to healthy living is to eat real food, enjoy treats in moderation, and reach for healthy snack options like N.Y. apples,” Springer said in a release. “Apples are a great source of fiber and vitamins and are a lower-calorie option.”
NYAA will launch a series of healthy salads, adding a new salad creation every month through their social media platforms, the release said.
The association is aiming to expand its healthy recipe and content section on its website, Haskins said.
In addition, the NYAA is featuring a consumer sweepstakes promotion each month. Consumer sweepstakes are launched digitally and through social media channels, according to the group. The sweepstakes allow consumers to win prizes and receive tips for preparing dishes using New York apples or preparing healthy snack options.
NYAA had over 771,000 visitors to applesfromny.com over the last year and a half and expects that number to grow to over a million in the next few months, Haskins said.
Haskins said the 2022-23 season has had a good start for New York apple growers and shippers.
“It is a good season, all the way from building consumer awareness to broader distribution of New York apples to retailers in addition to securing the larger amount of shelf space,” she said. “It is exciting to see retailers build large, attention-grabbing displays. We only have a few seconds to get consumers’ attention, and we need to draw them to healthy food options when they enter the store. We as an industry have an opportunity to encourage consumers to fill their grocery carts with fresh fruits and vegetables before they move to the center aisle of the stores.”
In addition to traditional mainline varieties, New York state growers successfully promote SnapDragon, RubyFrost, New York-grown SweeTango, and New York-grown EverCrisp apples.
Packaging options include poly bags, paper, poly totes and pouches, and New York apple shippers offer tray packs made with sustainable materials. Retailers are interested in larger-sized poly bag packaging in addition to pouches, Haskins said.
The interest in locally grown, locally sourced food has heightened since the COVID-19 pandemic, she said.
The New York Apple Association reports that requests for signage and display units increased this past season. Since July, NYAA has shipped more than 171,000 collateral pieces and enjoyed an increase in retail display units, Haskins said.
“Telling the grower and product story is important, and NYAA has plans to continue the dialogue with consumers through their website, digital ads, social media platforms, and through digital connections with the trade through trade publications and online content like LinkedIn,” she said.
NYAA provides retail partners with online content and images, focusing heavily on geo-targeting — helping drive traffic to the retail stores where consumers can find New York apples, she said.
“Getting in front of the consumer in as many ways as possible is always a win,” Haskins said. “Whether through a retailer’s website, digital and print circulars, in-store signage, geo-targeting advertisement or digital couponing are all positive ways to reach the consumer.”
