The New York apple harvest is under way. That means busy times at the Victor, NY-headquartered New York Apple Association.
According to the NYAA, the state is expecting the apple harvest to result in approximately 32 million bushels once all is said and done. Reports are that there will also be a good range of sizes.
During the first week of September, Paula Reds and Ginger Golds were being harvested, soon to be followed by Premier Honeycrisp and varieties such as Honeycrisp, Sweetango, Empire, McIntosh, Gala’s, Snapdragons, New York-grown Koru and others.
This year, NYAA will help to tell the apple growers story, as well as create a media campaign featuring growers on social media platforms.
“We used social media to promote another series of videos where we made New York apples the stars,” said Cynthia Haskins, president of the NYAA.
The NYAA is working with a similar budget as it has in previous years and expects similar great results from its marketing programs.
“This year, we are bringing attention to the fact that New York apple orchards are closer to many of the marketplaces in the East and Midwest and it just makes sense to buy from a neighbor,” Haskins said. “We are also asking consumers to support family farms and buy New York apples.”
On the retail level, NYAA is promoting New York apples through programs such as digital retail coupons, ad support, in-store sampling, display contests, bin rebate programs and cross merchandising, and this year is already off to a grand start.
The NYAA will also promote New York apples in schools (both for online and those attending classes in-person) with the NY Big Apple Crunch promotion.
“Millions of New Yorkers, including school districts around the state, are being invited to crunch into a New York-grown apple to celebrate New York food and New York farms,” Haskins said. “Schools, college campuses, hospitals, businesses and individuals all over the state were invited to take the ‘collective crunch’ into a New York-grown apple.”
In its first year, approximately 400,000 New Yorkers bit into a locally-grown New York State apple at the same time on Food Day, Oct. 25. In 2013, the Big Apple Crunch in New York City set a world record with 1 million people participating. Since then, the activity has spread across the country, and thousands of locations have participated in Apple Crunch with 2019 rising to 3.2 million done in unison.
Kelly Springer, registered dietitian, and nutrition spokesperson for NYAA, will be making her rounds to several television and radio stations to help promote all things apples.
“This year, we are singing the message of You-Pick and Picked-for-You (in the spirit of support local family farms) and curbside pickup or at a favorite grocer so we target both consumers who want to pick their own apples and those that desire orchard side pick up or visit their local grocery store,” Haskins said.
And the long-awaited new website is up and includes an expanded section for foodservice, retail and wholesale partners.
