After successful tours the past two seasons, Envy apples’ 2019 Roadshow is an expanded three-month outreach program that asks consumers to “break away from the everyday.”
The multi-state roadshow has more than 100 retail and consumer events featuring a relaxation station, a prize vending machine and photo backdrop that encourage social media engagement, according to a news release.
The tour started Feb. 20-24 at the South Beach Wine & Food Festival in Miami, where more than 24,000 foodies gathered to sample products from exhibitors.
East Coast visits will include retail stores in North Carolina, the Washington, D.C., metro area, Pennsylvania and New York City. The program’s California visits run through April.
“’Bite and Believe’ is Envy’s tagline due to our confidence that one bite of an Envy will win over consumers to the sweet, crisp, slow-to-brown apple,” Chris Willett, general manager of T&G Global’s Enzafruit Products Inc. division, said in the release.
T&G Global, New Zealand, owns the Envy brand.
“There’s no better way to drive trial of our apples than to hit the road and meet consumers at popular events where they congregate, and in-store where they can immediately purchase Envy — a big win for our retail customers, as well,” Willett said in the release.
The Oppenheimer Group, CMI Orchards and Rainier Fruit Co., which are licensed marketers of Envy apples, are coordinating promotional ads and special, in-store displays and a nationwide rebate offer through Ibotta, according to the release.
“Our customers have been enthusiastic about partnering with us on Envy Roadshow events,” Aaron DeHerrera, marketing manager for Rainier Fruit, said in the release. “Not only does the Roadshow deliver an exciting experience for their shoppers, but it also spurs incremental sales that tend to last well beyond the actual event.”
