Online grocery adds new dynamic to apple marketing

It is not your grandparents’ apple marketing job. 

Today, apple markers point to growth in online and omnichannel outlets for fresh fruits, and that has implications for how industry professionals execute their marketing plans. In addition, social media is an important tool to shape consumer perceptions, marketers report.

“Today’s consumers can go directly to the grower to learn more about them,” said Trish Taylor, marketing manager for Riveridge Produce, Sparta, Mich. “With social media and an online presence, a consumer can and does reach out to you (the grower or marketer) with questions directly.”

Another difference, even compared with 10 years ago, is how produce subscription boxes and other ordering platforms have increased.

“We’ve heard from consumers who didn’t think of apples outside of the fall season who began to get apples in their subscription produce boxes, and now they purchase them proactively at retailers,” Taylor said. Concierge-style shopping that allows consumers to order from home and have groceries delivered or put in their trunk at curbside encourages apple marketers and growers to go to the consumer directly, as well, Taylor said.

“We have a better opportunity to get to know our customers’ consumers and create promotions directly for them,” Taylor said.
Online explosion  

Ten years ago, online grocery shopping was nonexistent. That has changed in a big way, said Chuck Sinks, president of sales and marketing for Yakima, Wash.-based Sage Fruit Co.

“Online grocery and curbside pickup have added a tremendous convenience factor to consumers,” Sinks said. “Because there are more online grocery sales, it is important that we are staying in front of them through our digital channels and (helping to) aid our retail partners in online sales. We still need to offer apple ads through their digital channels.”

The pandemic really forced the leap into online shopping for consumers of all ages, said Don Roper, vice president of sales and marketing for Honeybear Marketing, Brewster, Wash. 

“We regularly audit retail online platforms to make sure that our products are showcased and described accurately,” Roper said. “We also run a robust online campaign for our Pazazz variety that targets shoppers in markets where Pazazz is on-shelf.”

Roper said social media platforms that target a variety of audiences are used to promote Pazazz and link users directly to retailer sites where the product can be purchased online. For example, he said, if a certain consumer lives in northern California and uses social media, there’s a good chance the Pazazz ad will get served up to the shopper and provide them with a link to purchase from a nearby Safeway.

“E-commerce has opened up a new world of opportunity for apple sales, which is the ability to get more information into the hands of consumers,” said Rochelle Bohm, brand manager for Wenatchee, Wash.-based CMI Orchards.

Unlike a traditional retail store, where signage and information are limited by floor space, design schematics and merchandising support, the online storefront offers many opportunities to educate and influence shoppers, Bohm said. “CMI’s Flavogram program delivers information in ‘tiles’ — small images that can be dropped into online grocery thumbnail images that represent the flavor attributes and eating experience for each apple.”