First Take Apples

The apple category has been able to grow and evolve past the challenges recently faced due to the success and dedication of leading producers. Apples have continued to become even more popular and suppliers have been able to venture and grow from the typical apple slice. Whether it’s an addition to a salad, gourmet sandwich or paired with peanut butter, consumers have remained loyal to this original and dependable fruit. While many growers—specifically in Washington state—have had a tough year with colder and wetter weather, producers’ devotion to providing consumers with apples has remained top priority.

With the new year comes a chance for the New York Apple Association (NYAA) to launch a series of ‘Snack Responsibly’ themed ads through platforms such as Facebook and Instagram. According to the association, the ads carry a reminder for consumers to make healthier choices when it comes to snacking.

"Apples are a great go-to snack since they are portable, delicious and are the perfect pick-me-up anytime during the day," said Cynthia Haskins, President, and CEO of the NYAA.

"Wherever someone is on their wellness journey, we are here for them. Whether they are looking for healthy salad recipes, Snack Responsibility ideas, or folding NY apples into their existing recipes to add some crunch, flavor, sweetness, or tang, we have something for everyone," said Haskins.

This year, NYAA is featuring a consumer sweepstakes promotion each month. The sweepstakes provides consumers and opportunity to not only win a prize but also receive tips of preparing dishes using New York apples or preparing healthy snack options, Haskins explained. “The consumer sweepstakes are launched digitally and through social media channels and are gaining in popularity,” she said. “NYAA had more than 771,000 visitors to the applesfromny.com website during the last year and a half and expect that number to grow to more than 1 million in the next few months.”

On the retail front, the NYAA is advocating for retailers to experiment with eye-catching merchandising displays instore to encourage shoppers to explore and taste test different apple varieties.

"It is exciting to see retailers build large attention-grabbing displays,” Haskins said. “We only have a few seconds to get consumers' attention, and we need to draw them to healthy food options the moment they enter the store. We as an industry have an opportunity to encourage consumers to fill their grocery carts with fresh fruits and vegetables before they move to the center aisle of the stores.”

“Getting in front of the consumer in as many ways as possible is always a win," Haskins continued. "Whether through a retailer's website, digital and print circulars, in-store signage, or through geo-targeting advertisement or digital couponing are all positive ways to reach the consumer."

Starr Ranch Growers has an expectation of growth throughout the apple category with the inclusion of new varieties of apples. “With this past growing season being a very trying one the industry is down on volume overall on the core varieties,” said Dan Davis, Director of Business Development. “That said there is growth in new proprietary varieties for us like Juici, Koru and Karma, and also an increase in Cosmic Crisp.”

“This crop presents a great opportunity to focus on those new cultivars and introduce more consumers to their next favorite apples,” Davis continued. “One of the big focuses through the evaluations at retail is meeting customers in every way they shop. We’re presenting apples to customers as they shop online, in person or any combination of the two. Retail is doing a great job of outreach and we’re trying to walk with them as they access the end consumer in new ways.”

“The turn of the calendar always presents an opportunity for a reset,” he went on to say. “Heading into the new year we’ve got some new partnerships starting with influencers and media to help reach people that may not be focused on our products already. We’re not always the most highlighted as we head towards healthier habits, so bringing apples and pears to the forefront during this time is of the utmost importance. Things are slightly improved, and we hope that trend continues. We’ve seen freight rates stabilize somewhat and availability improve. It’s still a trial to say the least, but we are starting to access markets in a more productive manner. Unfortunately, with the crop we just harvested we have availability issues. We hope as we head into the 2023 harvest in the fall that the supply chain will be much improved. Our priorities are much changed now. We’re seeing the evolution take place quickly and we’ve had to pivot the last couple seasons to being far more focused on meeting people digitally. Our in-app presence with retailers and our social media platforms have become one of our primary focuses. That trend seems to be accelerating.”

While many have faced several obstacles during the past several years, 2023 brings in a new perspective and fresh mindset for companies like Sage Fruit.

That’s not to say 2022 didn’t hold a few bright spots. One such highlight was when Sage Fruit partnered with Chelan Fruit in early 2022. This acquisition is expected to bolster Chelan Fruit’s marketing, sales and distribution of their produce grown in Washington state, while allowing for Sage Fruit to introduce a substantial volume of apples, cherries and pears—conventional and organic—to its portfolio.

“This season has brought a new set of challenges, but it’s also been a year of growth for us,” said Chuck Sinks, President, Sales and Marketing for Sage Fruit. “While the overall Northwest apple crop has seen a significant drop in volume, Sage Fruit is in a unique position, as we have seen a slight increase in our overall volume with the addition of Chelan Fruit this year. With our newly formed partnership, we will also have availability of the delicious SugarBee apple. We will continue to focus our attention on producing and packing high-quality product for our customers. As a company, we will continue to grow. We look to expand our acreage in both conventional and organic apples to meet the demands of our retail partners and their consumers."