Washington apple marketers and their retail partners look to promote apples despite inflation pressures
Giving apple consumers great-quality fruit goes a long way to ensuring repeat retail purchases, despite the friction of inflation in the produce department, Washington apple marketers say.
“The quality and mix of apple varieties is the best it’s ever been — simply making these options available to customers is the best thing retailers can do," said Roger Aguirre, Oppy's director of apples and pears. “Giving consumers an exceptional eating experience compared to a traditional piece of fruit converts them to a higher-end product. And in return, retail sales grow, too.”
Retailers can best promote apples by planning carefully with their suppliers and staying flexible. “Be prepared to focus where the volume is,” said Mike Preacher, vice president of marketing for Yakima, Wash.-based Domex Superfresh Growers.
It will be important for marketers and retailers to plan promotions where opportunities lie within the crop, and focus on execution at the store level, especially with new-variety introductions, said Brianna Shales, director of marketing for Stemilt Growers, Wenatchee, Wash. “We need to keep working together to grow organics, and new items like Cosmic Crisp.”
Giving apple displays prominence in the produce department is important, said Dan Davis, director of business development for Oneonta Starr Ranch Growers, Wenatchee, Wash.
“Signage is key, as well,” Davis said. “We've had a proliferation of varieties in the industry and consumer confusion seems to be at an all-time high.”
Retailers can work to make sure consumers can see the differentiation on the shelf and find their favorites. They can encourage the trial of something new through sampling or a price-motivated strategy, too, Davis said.
There are several ways that Yakima, Wash.-based Sage Fruit Co. works with retail partners to continue to move volume across all varieties, said Chuck Sinks, president of sales and marketing.
One method is to build eye-catching displays and grab the consumers’ attention as they walk into the store or produce department. “We have several point-of-sale bins and marketing materials to help create the displays,” Sinks said.
Providing information about the product is useful, he said. That includes messages about flavor, availability, best uses or to what the variety compares. Letting consumers try the fruit by sampling is another way to move volume, Sink said, and in-store and digital promotions can also be utilized.
“Additionally, our market reps in the field are available to help build marketing strategies specific to the retailer for whatever best suits their needs,” Sinks said.
Inflation changes
Inflation has changed the apple buying experience for consumers, Aguirre said.
“With many consumers accustomed to seeing certain price points on the shelf, inflation is absolutely affecting their shopping habits,” he said. “We are continuing to educate the public on why they have the best eating experience with our fruit and why it’s worth their hard-earned dollars.”
Davis said it is too early to determine just how much consumer actions are changing in response to inflation.
“We know they’re responding and making choices with their dollar, but the data is a little muddy yet to determine the trends,” Davis said. “Our key at this point is to fight the best fight we can on our end to remain cost-competitive during this time and keep our products as completive as we can while still getting the grower paid.”
Sinks said that inflation has changed the way consumers are shopping for all of their produce items, not just apples.
“Oftentimes, they have to make a choice from the numerous options in the department, and it’s our job to encourage them to choose apples,” he said. “Our best way of doing that is putting out high-quality product that they can rely on to feed their families."
