BC Tree Fruits promotes Ambrosia apples

BC Tree Fruits Cooperative is gearing up with new packaging and promotional materials for Ambrosia apples, which originated in British Columbia’s Okanagan Valley.

The cooperative recently revamped the variety’s brand and reports significant growth in brand awareness and movement in the U.S. last fall, with continued growth expected through the winter until late May, according to a news release.

BC Tree Fruits is now offering Ambrosia apples in 2-pound high-graphic pouch bags, a popular option for premium varieties in the U.S.

Other promotional materials include tote bags and display bins, according to the release.

“With the growth we anticipate for this variety, we are excited to develop new markets and new tools for U.S. retailers to promote and ultimately drive strong Ambrosia apple momentum,” said marketing manager Chris Pollock in the release. “Sales of this variety have increased almost 40% over the last two years as consumers continue to seek it out. We are thrilled for the future of our grower’s Ambrosia apples, home of the original.”

The cooperative harvested more than 600,000 cartons of Ambrosia last fall, and expects volumes to grow to a million cartons in the next five to seven years, according to the release.

The Oppenheimer Group markets BC Tree Fruit’s Ambrosia apples in the U.S.

Washington state’s McDougall and Sons has held exclusive rights to grow Ambrosia apples in the U.S. since 2005, though the company’s exclusive license expires in 2019. CMI Orchards, which marktes the variety in the U.S. and certain export markets, has its own branding and promotional materials for its Washington-grown supply of Ambrosias.