New York apple promotions barrel forward in digital, retail

NEW YORK — There has been no pause in promoting New York apples since the COVID-19 pandemic stalled normal life in the state and its eponymous city’s usual frenetic business activity.

“Our digital retail promotions are growing,” New York Apple Association president and CEO Cynthia Haskins said in a Jan. 12 educational session at the online Empire State Producers Expo. “We’ve had really good action with retailers displaying our New York apples … Display contests, to our surprise — we had an uptick in retailers participating.”

The Jan. 12-15 expo is organized by the New York State Vegetable Growers Association. To register for the last few days of events, visit http://nysvga.org/expo/information.

Haskins gave an overview of the most recent 2020-21 retail programs, a recap of television, radio and social media campaigns and trade advertisement initiatives. The association represents more than 600 growers covering more than 50,000 acres. New York is the No. 2 producer of apples in the U.S.

Unsurprisingly, the association ramped up its digital marketing efforts, and that’s led to 519,499 social media impressions for You-Pick posts alone, Haskins said.

She presented a slew of data on the results of apple association promotions and new marketing resources from August to October:

• More than 8,500 grocery store promotions;
• Almost 250,000 website visitors;
• 125,000 new visitors to the recently refreshed website, applesfromny.com; and
• Nearly 9 million consumer impressions in 2.5 months.

While in-store sampling and in-person trade shows haven’t been a viable tool to keep and increase retailer engagement in New York apples, the association has seen success with digital coupons, ad support, dietitian programs, point-of-sale materials, bin rebate programs, display contests, cross merchandising, geo-targeted social media and virtual trade shows.

“Our budget from the state was cut, but the marketing order was passed, and we have another eight years,” Haskins said.

The renovated and redesigned website went live in August, offering separate log-ins for shippers-packers, growers-direct marketers and board members. Retail and foodservice representatives don’t require a log-in.

There are 224 apple recipes on the website, and a nutrition section about the benefits for diabetes, cancer prevention and heart health. Dietitians can request a toolkit.

Registered dietitian Kelly Spring stars in cooking videos on the site.

And lastly, the website has a variety section noting the flavor profile, uses and availability of each New York apple variety.

The association has five committees, some of them new, Haskins said.

The direct marketers committee is new, focusing on you-pick, agritourism, cider and hard cider and farmers markets. Also new is the Innovation and Progression Committee, focusing on processing and apple-product expansion.

A New York Apple Packers and Shippers Committee is pretty new too, she said.

“As we create poly bags and totes, we get their input. What do they need, what do they want?” Haskins said.

Haskins said she suspects that some of the in-store promotion success is due to the new free resources that the association offers to retailers, direct marketers and on-farm stores, on the website.

All they have to do is type in their shipping information and check the boxes of what point-of-sale and other promotional items they want, and it’s theirs.

Also, the association couldn’t afford to advertise on TV and radio in New York City that much, but with geo-targeted digital strategies, it has been able reach that dense market much better, and without the hefty price tag, she said.