Apples
Apples are a perennial favorite with consumers: 90% of all consumers buy apples, according to The Packer 2026 Fresh Trends Report. The ever-growing number of apple varieties creates marketing opportunities for Produce Retailers.
A shorter crop of Washington apples and higher costs for growers this year has caused elevated pricing and new ways to move the crop.
A partnership with the National Football League’s Buffalo Bills team has raised awareness of SnapDragon apples in Eastern markets, says Jessica Wells, executive director of Crunch Time Apple Growers, Lockport, N.Y.
Emerging branded apple varieties should keep the excitement level high in retail produce departments despite lower overall volume from Washington state, say officials with CMI, Wenatchee, Wash.
Michigan’s apple crop enjoyed a great growing season that has resulted in better volume and a larger size profile for many varieties, said Trish Taylor, marketing manager for Riveridge Produce.
Wenatchee, Wash.-based Oneonta Starr Ranch Growers is enjoying growth in its proprietary varieties as more trees come into production, said Dan Davis, director of business development.
Communicating with truck drivers, treating them well when they arrive at Chelan Fresh facilities and getting them loaded quickly are some ways the company is helping drivers, says Mac Riggan, director of marketing.
The Belding, Mich.-based company is promoting higher-end, high-flavor varieties like SweeTango, Smitten, and Honeycrisp, says Casey Jarrard, vice president of sales.
Pacificpro Sales LLC has partnered with Glacier Peak Cold Storage to provide packaged fruit options.
The ability to promote up-and-coming varieties like Cosmic Crisp is one reason that Brianna Shales is optimistic about the 2022-23 season.
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The group is launching a series of Snack Responsibly-themed ads through social media platforms.
Sales on SnapDragon this year were up 70% by Oct. 31 compared to last year, says owner and operator Alisha Albinder Camac.
The Washington apple crop is surprisingly short this year, but Chuck Sinks says retailers still have solid promotional opportunities.
The combination of the shorter crop nationwide and Michigan’s large crop provides the state’s growers with many opportunities, said Diane Smith, executive director of the Michigan Apple Committee.
A challenging apple marketing season has meant more focus on assuring supplies and preventing gaps in fresh apple availability in 2023, says Don Roper, vice president of sales and marketing for Honeybear Marketing LLC.
The average price per count carton for all U.S. conventional apples was up 16% from the same time last year and up 22% from the same time two years ago.
Fresh apple holdings on Jan. 1 totaled 84.2 million bushels, 4.1% less than the inventories reported last January, according to statistics from the U.S. Apple Association.
In a year when many Washington apple varieties saw reduced output, the Cosmic Crisp apple has given buyers bigger volume and promising potential, marketers say.
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Despite the leaner crop of apples in Washington, Envy and Jazz variety apples should be good for promotion in the next few months, says Roger Aguirre, director of apples and pears for Oppy.
The miniature apple for on-the-go-snacking will be featured on Sky’s social media channels, including Instagram and TikTok, throughout 2023.
Multi-variety ads can boost the momentum of bulk Pink Lady apple promotions around Valentine’s Day, says Brianna Shales, marketing director for Stemilt Growers, Wenatchee, Wash.
The experienced attorney has joined the northwest fruit grower-shipper in a newly created role.
The Wenatchee, Wash.-based company is expanding the year-round availability of its high-flavor organic apple varieties, and that investment is paying off, company officials say.
The Leamington, Ontario-based company has increased its owned acreage with a 40-acre expansion that will bring organic tomatoes and cucumbers to market in early spring, increasing growing area at the facility to 115 acres.
Yakima, Wash.-based Superfresh Growers is entering its second year of growing and selling Evercrisp apples, said Catherine Gipe-Stewart, director of marketing.
Wenatchee, Wash.-based Stemilt Growers LLC launched a new sustainable package called the EZ Band last fall, and it recently launched an organic Cosmic Crisp version, said Brianna Shales, marketing director.
The U.S. Apple Association fellowship program focuses on providing professional and leadership development, one-on-one mentoring, hands-on advocacy and community engagement in the apple industry.
The company says that Ambrosia sales increased nearly 300% from the previous year, which was the highest percent change of any apple in the top 10, citing Nielsen 13-week scan data ending Dec. 31, 2022.