Domex Superfresh Growers sees promotion opportunities despite smaller crop

Despite a shorter state apple crop, Yakima, Wash.-based Domex Superfresh Growers sees plenty of promotion opportunities in this apple season.

“Pink Lady apples have huge promotional opportunities,” said Catherine Gipe-Stewart, director of marketing for Domex Superfresh Growers. “This is a variety Superfresh is strong in, and we have a healthy supply as we near Valentine’s Day ads featuring Pink Lady apples.”

For retailers, it is also time to start planning granny smith ads for St. Patrick’s Day.

“We have a nice supply prepared for March ad demand,” she said.

Gipe-Stewart said Superfresh Growers also has promotional opportunities for Cosmic Crisp, Honeycrisp, gala and golden delicious in the coming months.

“There are also many promotional opportunities for organic apples, primarily organic Autumn Glory, organic granny smith, organic gala, organic Cosmic Crisp and organic golden delicious,” she said.

Superfresh Growers is a sixth-generation family-owned grower of apples, pears, cherries, blueberries and kiwi berries. Gipe-Stewart said about 20% of the marketer’s apples are grown organically, and that number is growing.

“We grow all our fruit with integrated pest management, minimizing our use of applications and sprays,” Gipe-Stewart said.

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Nearly all apple varieties in Washington are down at least 15% from the past two seasons, Gipe-Stewart said.

“The industry exceptions are Cosmic Crisp [up 52%], and specific proprietary varieties, such as Autumn Glory, up 50%, and gala, which is now flat compared to last year.”

Organic Cosmic Crisp is up considerably this season, she said. Superfresh Growers represents 25% of the Cosmic Crisp crop and holds a strong position, Gipe-Stewart said.

Superfresh Growers is focused on digital marketing for Cosmic Crisp and Autumn Glory, Gipe-Stewart said.

“We have commercials for both [varieties] that we are running in key geographic locations where there is strong demand for the varieties,” she said.

In terms of packaging, Superfresh Growers is focused on transitioning the majority of its bag sales of Autumn Glory and Cosmic Crisp from pouch to poly, depending on the target market. 

“Poly bags are much more environmentally and grower friendly,” Gipe-Stewart said. “This is part of our sustainability efforts on reducing overall plastic usage, reducing our carbon footprint, and increasing our labor efficiency."

The poly bag increases labor efficiency by about 20% and uses half the plastic. Poly bags are locally sourced; most are printed within 100 miles of orchards, she said. They can be recyclable and accepted at in-store drop-off recycling programs and recycled into hard goods like deck boards and outdoor furniture, Gipe-Stewart said.