Digital marketing opens doors for CMI Orchards

The rapid growth of omnichannel marketing delivers big opportunities for influencing purchases, and CMI Orchards has a digital team in place to work with retailers to tap into their customer base to drive sales, said Rochelle Bohm, brand manager for the Wenatchee, Wash.-based fruit marketers.

“We’re constantly learning and evolving as we harness the myriad tools out there for this trending marketing approach, and have seen tremendous success with the methods we’ve applied,” Bohm said.

CMI Orchards also is exploring packaging alternatives, a trend that Bohm said has been spurred on by rising costs and consumer demand for sustainability.
In addition, she said the company has invested in growing its data analyst teams to deliver timely category performance information, trends and highlights to give retail partners information to support assortment and promotion decisions.

Bohm said Envy apples are holding on to the top position for all branded apple sales, and claiming the seventh position for all apple sales, core and branded. 

“With wider distribution than any other branded apple, Envy is considered a household name and proven retail winner,” Bohm said. 
Meanwhile, she said CMI’s Ambrosia Gold continues to carve out a niche within Ambrosia apple variety sales, Bohm said, as “the gold standard of Ambrosia Apples.” 

Originally brought to the U.S. market by the McDougall family, CMI’s Ambrosia Gold delivers a crisp and sweet as honey eating experience. Ambrosia apples hold the second position for all branded apple sales, Bohm said. 

“With branded apples available in conventional and organic options, CMI carries the largest suite of specialty apples on the market,” she said. Between 15% to 20% of CMI’s apple crop is organic, and Bohm said that percentage is growing.

Bohm said CMI supports spring and summer sales with supplemental imported fruit from Chile, Argentina and New Zealand on smaller crop years.