The Fishers-based New York Apple Association rolled out numerous marketing and promotional initiatives in 2020, said Cynthia Haskins, president and CEO.
The association recently unveiled a new website with an expanded section for foodservice, retail and wholesale partners, Haskins said.
“Plus, we have added over 200 recipes that have plated recipes for the consumer to view,” she said. “We added over 200 how-to recipe videos and 20 healthy recipe ideas to the site.”
The association wrapped up 2020 with a baking-themed consumer sweepstake, she said, noting that consumers were given a chance to win an Apples from New York rolling pin, apple slicer, Apples from New York apron and a gift box of New York state apples along with several recipe cards.
Also, as of December, in a three-month period, the association attracted more than 25,000 consumers to sign up to receive information about New York apple varieties and recipes that include them.
The association also has added several cider beverages to its website and conducted a cider mulling kit consumer sweepstakes on social media, partnering with retailers on cooperative advertisement opportunities to promote New York state apple cider, Haskins said.
The association is starting 2021 by introducing fresh salads that includes slices and dices of New York apples through social media channels and NYAA’s website, Haskins said.
Apple slices are getting attention, as well, Haskins said.
“NYAA will also be kicking off the year by demonstrating to consumers the many ways to enjoy slices of New York apples, on the side, as a garnish or as a great snack by pairing with protein-packed partners,” she said.
The association will be reporting results of retail display contests early in 2021, Haskins said.
“With so many new point-of-sale items created, display contests have been a great way for us to both share materials and obtain floor space for product,” she said. “This winter, NYAA was able to open display contests in 16 states, increasing exposure to New York apples for customers in states along the East Coast and Gulf of Mexico, from New York to Louisiana.”
Display shippers are being well-used for loose apples, tote bags and pouch bags of managed and classic varieties, Haskins said.
“This kind of setup is proving to be a great way to highlight the unique brands of managed varieties while showcasing their New York origin,” she said.
