With 2020 almost here, the harvest is complete for the 2019 apple crop and the industry has experienced higher volumes than the past year.
“Quality is fantastic after one of the best growing seasons farmers have seen in decades,” said Brianna Shales, senior marketing manager for Wenatchee, WA-based Stemilt Growers. “Apples have great color, finish, and overall eating qualities. The larger crop presents more opportunity for retailers to promote apples and so increased promotion is a trend we see continuing as the winter and spring seasons near.”
They key for better sales at the store level is simple, Shales said. “Promote, promote, promote!”
“It’s a great time to focus on the 4Ps of marketing on apples—the right placement with captivating display sizes, the right high-quality/flavorful product and mix, and the right price and promotion effort to move volume,” she said. “We need to keep encouraging shoppers to purchase apples as they are a big part of the overall produce department strength.”
Dan Davis, director of business development for the Wenatchee, WA-based Starr Ranch Growers, says an oversupply of apples isn’t a problem as long as retailers and growers work together to get the word out about the great tasting varieties.
“Retailers need to engage with the customer and have new and interesting options,” he said. “New varieties can help drive the category and the key is getting them in the consumers’ hands to taste. Demo, sample and give them a taste of something new will do the trick.”
The biggest talk in the industry seems to be about the Cosmic Crisp, which is expected to create a huge buzz in the apple industry in 2020.
Austin Fowler, co-owner of the Wolcott, NY-based Fowler Farms, noted that although it’s a Washington variety, it impacts Eastern apple companies like his because of the sheer volume that’s expected down the pike.
“We’re pretty comfortable with a lot of the varieties in the East, like SnapDragon, which is very consistent, thin-skinned and consumers are really taking a like to it,” Fowler said. “Then there’s SweeTango, which is a national apple, but we are still very excited about that. Unlike Honeycrisp, we know the standard has to be high every time we put something out there.”
Chris Sandwick, director of marketing for Lancaster, PA-based Hess Brothers Fruit Co. said in today’s retail environment, there is more of a transition from traditional apple varieties to more modern ones.
“We know that’s what consumers want, and we know that crunch is key, so the apple has to have a modern texture profile that Honeycrisp brought 20 years ago,” he said. “As you work in development, you have to make sure that something about your flavor is truly superior. That may mean you may end up throwing a lot out or leaving them in testing, but once you find one that you like, and start sharing it around with friends and colleagues, you hope there’s enough positivity that it has a chance to break through.”
That was the basis behind its new Wild Twist apple, a cross between Honeycrisp and Cripps Pink, which will come to market this February and is expected to be a big growth driver in the years ahead.
