The U.S. Apple Association said inventories as of December 2023 were up about 33% above this same time last year. Buoyed by a supersized crop this year, marketers say this season promises to offer retailers ample opportunities to put the spotlight on apples.
The Packer interviewed growers and packers in key apple-producing states, such as Washington, to learn about the opportunities available for retailers this season.
Brianna Shales, Marketing Director for Wenatchee, Washington based Stemilt, said 2022 was a year of extremes for growers in Washington state with snow and frost in late spring, poor pollination and hail and weather events. But the state rebounded in 2023, increasing production by about 38% year over year, according to figures from the U.S. Apple Association.
Rochelle Bohm, Vice President of Marketing with Wenatchee-based CMI Orchards, said temperature fluctuations between day and night produced the right conditions to create great fruit. “Some of our legacy growers who have been in the business since they were little have said this is the best crop that they can ever remember,” she said. “The fruit is the best that anyone’s ever experienced here.”
Marketers say popular varieties in the state include Honeycrisp, Gala, Fuji and Pink Lady. Cosmic Crisp is another apple that’s seen its sales volume increase in the last few years.
“It’s the apple that’s grown the fastest in distribution and volume in a long time,” Shales said.
Kaci Komstadius, Vice President of Marketing for Yakima, Wash.-based Sage Fruit, said there’s been an increased demand for organic varieties. She said many growers will transition conventional acres to organic production and plant new organic orchards to meet the demand. “Our most sought-out organic item by retailers is organic Honeycrisp, but organic Gala and Fuji don’t fall too far behind,” she said. “Organic Honeycrisp is a high-end consumer favorite, which has an excellent ring at the register. Organic Gala and Fuji are an excellent option for the everyday, organic consumer because they are more price friendly.”
Bohm said an important thing for retailers to remember with a large apple crop is that keeping the focus on apples will be a key to increasing sales. “We’re working with retailers to do anything to really put the spotlight on apples in the store,” said Bohm. “That could be full omnichannel approaches where we’re trying to tap into shoppers at every touchpoint that we can.”
And heading into 2024, CMI Orchards will focus marketing efforts on reaching health-conscious consumers.
Shales says ensuring volume and dollars increase together is essential for the successful marketing of this year’s crop.
EDITOR’S TAKE:
I’m a little partial to discussing apple marketing since that was my doctoral thesis topic. That aside, it appears that both apple producers and consumers could benefit from the 2023 rebound crop. The larger crop bodes well for consumers looking for those in-store promotions. On the flip side, if growers and packers pay close attention to marketing and promotion, it can be a banner year for them as well. It appears that the marketing plans are well thought out and should be successful. Therefore, make sure you solicit business from apple growers in your area. This might be a good time to promote sales on social media or send a special ad flyer to apple growers. Perhaps providing apples to customers who visit your showroom or service department might help show support for the growers near you!
