Vienna, VA – It’s not unprecedented for the apple industry to work together—industry members do so daily on issues ranging from immigration to trade relations to crop research. But, this holiday season, U.S. Apple Association (USApple) and participating members are working in strategic harmony to support apple sales by conducting joint retail communications and consumer education programs that share the same themes with their respective audiences at the same time. The concept is the first of its kind on a wide scale level for apples.
“There is great opportunity here for us to deepen the impact we make with media and consumers alike by joining efforts,” said Suzanne Wolter, chair of USApple’s Consumer Health Education/PR Committee. “Right now we have not only the right team to implement these types of programs, but also the industry enthusiasm and support to make them a success.”
Beginning this week and continuing into early spring, USApple and select members will hold monthly PR and social media outreach initiatives to reach online fans and media – aimed at attracting greater consumer attention with consistent and timely messages and images.
“Consumer news media and social media are increasingly busy, cluttered places to connect with consumers – particularly during the holiday season,” said Wendy Brannen, Director of Consumer Health and Public Relations for USApple. “By conducting joint communications campaigns in which much of the apple industry, including producers, processors and retailers, are presenting the same content at the same time, we’re better able to break through to consumers with important, helpful messages that will ideally translate to increased apple sales.”
Apple members’ December program focuses on encouraging consumers to “share the health” this holiday season with Do It Yourself (DIY) Apple Gifts, including homemade gift baskets, butters and jams, with apples as the healthy, accessible and affordable center ingredient. Members will be sharing similar posts and professionally-styled photography on their social and digital channels and pitching consistent messages and materials to their respective target consumer media.
Forthcoming campaigns will focus on the benefits of resolving to eat two apples a day in January, and promoting apples’ heart health research during American Heart Month in February.
Retailers and other USApple members and supporters interested in participating in the campaigns may contact Brannen at wbrannen@usapple.org.
About USApple
USApple Association is the national trade association representing all segments of the apple industry. Members include 40 state and regional associations representing the 7,500 apple growers throughout the country, as well as more than 400 individual firms involved in the apple business. More information on the organization is available at USApple.org.
Source: USApple Association
