A partnership with the National Football League’s Buffalo Bills team has raised awareness of SnapDragon apples in Eastern markets, says Jessica Wells, executive director of Crunch Time Apple Growers, Lockport, N.Y.
“Our partnership with the Buffalo Bills has really been the highlight of our marketing efforts this season,” Wells said. “SnapDragon being the official apple of the team has presented lots of opportunities for promotion and partnership, bringing great awareness to the brand.”
Crunch Time Apple Growers’ 150 growers produce SnapDragon and RubyFrost apples in New York state. The growers’ cooperative is supported by 11 sales organizations in New York, Pennsylvania and Michigan, and fruit is marketed across the country, Wells said.
“Our fruit is primarily conventional, though there is a very small amount of acreage being grown organically,” she said.
Apples to apples
This marketing season so far has seen strong movement of SnapDragon apples, Wells said.
Despite inflation and a weakening economy, Wells said the variety has experienced good demand this season.
“We have been pleasantly surprised by the strong movement of SnapDragon since the beginning of the season,” she said. “While production was up significantly over last season, sales growth has outpaced that growth in production. SnapDragon is considered a premium, high-flavor variety and it is selling better than ever!”
RubyFrost sales were just beginning for the season by late December, so Wells said it is too early to say how sales will compare.
“The quality of both SnapDragon and RubyFrost has been great this year and movement is strong so far, which has led to a general optimism,” Wells said.
Promotion plans
Because of the shorter crop and strong movement, there isn’t a lot of room for retail promotions in terms of price reduction, Wells said.
“However, we are investing more in demos, consumer advertising, brand partnerships and consumer-focused promotions,” she said.
In addition, Crunch Time Apple Growers has introduced some packaging graphics this season, intended to stand out in retail displays.
“We are seeing more bulk sales this season, though packaged apples are still moving very well,” Wells said.
The easing of truck rates has expanded the reach of SnapDragon demand, Wells said.
“Transportation hasn’t presented the issues it did last season,” she said. “We have seen our apples traveling farther west on a sustained basis this year than we did last year.”
