FirstFruits Farms: Building connections with consumers

With an excellent-quality crop now being harvested, Yakima, Wash.-based FirstFruits Marketing is looking forward to connecting consumers with Washington apples.

“We look forward to the return of in-store sampling across most retailers this year, as the pandemic put those events on hold for quite some time,” said Emily Autrey, marketing manager for FirstFruits Farms. “Meeting the shopper in-store and having them try our apples, especially in quick recipes that they can make at home, is impactful and something we have missed.”

 In addition to that, FirstFruits Marketing is anticipating a season-long, consumer-focused marketing campaign for Opal, its proprietary apple.

“Opal continues to be a huge success at retail, both conventionally and organically,” Autrey said. “We are excited to turn more people than ever into Opal fans because of our increased production this year and beyond."

E-commerce grocery sales have taken off in the last few years, and Autrey said the marketer is looking forward to promoting its products online for the growing segment of omnichannel shoppers.

Harvest on

Harvest was accelerating in mid-September, though lagging seven to 10 days behind last year’s pace, said Chuck Zeutenhorst, president. 

FirstFruits is seeing excellent overall quality this year, he said, calling the 2022 crop a “typical exceptional Washington state apple crop.”

Gala harvest was active in mid-September, with ginger gold also picked and packed by FirstFruits. Harvest of early Honeycrisp was also underway in mid-September.

“In addition to ginger gold and early Honeycrisp, we have our Sweetie variety being harvested and packed right now, as well,” Zeutenhorst said. “The vast majority of the apple crop is still hanging on the tree and we’re experiencing exceptional weather to create color and condition for the 2022-2023 crop.” 

Harvest of golden delicious and Honeycrisp should also be underway by Sept. 19

Zeutenhorst said the 2021-2022 Washington state apple crop will finish at between 121 to 122 million fresh boxes.

The 2022-2023 Washington state fresh crop is estimated at between 105 to 110 million boxes, down approximately 9% from last season. Overall, Washington should account for about 70% to 80% of all U.S. fresh apples again this year, he said.

Retail success

Promoting the 2022 Washington apple crop at retail should be multifaceted, Autrey said.

“As shoppers may be looking for ways to save money on groceries, price promotions encourage shoppers to not skip the produce section,” she said, noting that apples are one of the most budget-friendly items in the fresh produce department. 

Shopping by recipes is taking over the digital space, especially social media, so retailers should look for opportunities on their sites and accounts to be providing user-friendly shoppable recipes to their customers, Autrey said. 

Apple season and the holiday season go hand in hand, she said. 

“All season long, consumers are using baked apple goods to gather with their friends and family for the holidays,” she said. “Consumers want to know their apples will create high-flavor recipes. Retailers should focus on driving apple sales by giving apples prime in-store placement and building eye-catching displays."

Retailers can score by promoting Opal apples on National Opal Apple Day on Dec. 9, she said, noting that OpalApples.com gives usage and recipe ideas.