Michigan Apple Committee pilots successful 2022-23 marketing campaign

Michigan apple growers are set up for success, according to Diane Smith, executive director of the Michigan Apple Committee.

The combination of the shorter crop nationwide and Michigan’s large crop provides the state's growers with many opportunities, Smith said. 

During the last week of December, Michigan accounted for about 9% of U.S. fresh apple shipments, compared with 11% for New York and 76% for Washington. At the same time last year, Michigan accounted for 6% of fresh apple shipments, according to USDA numbers.

The committee’s consumer-faced marketing in the new year will include messaging around healthy eating and the availability of Michigan Apples, she said. 

“At retail, we will be utilizing opportunities with our retail partners on their web platforms,” Smith said. “Digital offers and click-through banners have shown success in increasing volume and promoting additional sales. We will be promoting EverCrisp in the coming months as this variety continues to gain popularity, and we will build on the success of previous seasons' marketing campaigns.”

The Michigan Apple Committee engages in marketing, research, education and communications for the benefit of Michigan’s apple growers, Smith said. The group’s mission is to enhance the reputation of Michigan apples, improve the state's share of sales in target markets and the profitability and sustainability of Michigan’s apple industry, she said.

Most Michigan growers produce conventional fruit, but there is some organic volume in the state, she said. “Michigan’s climate makes it challenging to control pests and diseases, but most growers also employ Integrated Pest Management practices to reduce pesticide use on their farms.”

Supply situation

Michigan growers have the good fortune of a larger crop this year after frost cut output a year ago, Smith said.

“Although having a good crop is good in many ways, some see an abundant crop and think lower prices,” she said.

Costs of production, packaging and labor have been steadily rising, and those realities don’t translate to lower fob prices.

“Marketing to buyers and category managers the freight savings and possibilities of multiple deliveries per week has been key,” Smith said. “On the consumer side, telling the story of our local growers and the generational aspect of our farms in Michigan has been well received. We are also working to inform the consumer that we grow many varieties in Michigan aside from the standard including SweeTango, EverCrisp and Ambrosia to name a few.”

Smith said the committee will promote to consumers the benefits of apple consumption.

“As the New Year rings in and consumers are looking to exercise more and eat healthily, we offer many recipes at www.michiganapples.com that will help consumers create meals that are good to eat and good for you,” she said.

Retail promotional opportunities will be available in many standard varieties, Smith said. 

Three-pound and 5-pound poly and pouch bags offer good value to the consumer and a good dollar ring, and Smith said tote bags continue to be popular as a grab-and-go alternative.  

Retailers continue to ask for pre-toted apples this season, as this trend became popular during the pandemic, she said. Many shippers have versions of sustainable or reuseable packaging currently in use, Smith said.

“Michigan’s bountiful crop this year also means more tray-pack apples have been ordered," she said.