Stemilt Growers says it’s going to be a good year for Rave apples, with a 40% increase in volume over last year.
Rave is also one of the first apples of the season hitting stores, and Brianna Shales, marketing director for the Wenatchee, Wash.-based grower, packer and distributor of pears, apples and stone fruit, offers tips to help retailers to jump-start the apple category.
Shales says Rave provides an opportunity to drive momentum ahead of those resets. Offering a bright fuchsia color and refreshing zing, Rave helps retailers signal the start of apple season to shoppers with early-season promotions offering something new and exciting to try, she says.
“Rave apples are the ultimate season starter,” Shales says. “They bring vibrant color, crisp juiciness and bold flavor to produce departments weeks before other varieties. With volume up and quality exceptional as we’re wrapping up harvest, this is the year for retailers to lean in on Rave.”
Shales says retailers can maximize the early-season apple opportunity with simple, impactful tactics such as:
- School lunch and snacking tie-ins — Shales recommends positioning Rave as a staple school snack, using its messaging to help shoppers “rave” about what’s in their lunchbox.
- Eye-catching displays — Build large, vibrant displays using bright pink Rave boxes, signage and POS to draw attention.
- Highlight freshness — Promote Rave as the first fresh-off-the-tree apple of the season, reminding consumers of apples because they aren’t always top of mind in summer.
- Snack pairings — Cross-merchandise bagged Rave apples with kid-friendly items like grapes, citrus or cheese sticks to inspire easy lunch and snack ideas.
“Retailers who feature Rave this season will not only delight shoppers but also set the stage for strong apple category performance as fall varieties roll in,” Shales says. “There are great opportunities on bagged Rave apple promotions to help drive volume with shoppers seeking convenience.”
Stemilt offers Rave in 2- and 4-pound pouch bags, poly bags and its sustainable EZ Band pack for larger fruit. Shales says retailers can use the fruit’s signature pink boxes for high-impact, stackable displays.
“Rave is available from August through October, with a juicy, tangy-sweet flavor profile that pairs perfectly with fall favorites like caramel, cheese and cider, giving consumers a versatile snacking apple,” she says.
Ideal summer growing conditions have helped Rave apples have come off the tree with outstanding color, size and flavor balance this year, according to Stemilt.
“Rave is grown in three staple regions of the U.S. to help retailers promote local and high-flavor fruit simultaneously,” Shales explains. “Stemilt, Applewood Fresh, and Yes! Apples work together to create Rave-worthy experiences at the point of sale to take advantage of these standout seasonal apples.”
