Wenatchee, WA – CMI Orchards announced this week that new-crop Envy™ apples are now available. With the Envy™ crop running three weeks later than last year, interest has been very high as supermarket sales data show Envy™ is one of the fastest growing apples in the market.
According to George Harter, CMI Vice President of Marketing, a big increase in Envy™ production combined with a strong year last season has retailers clamoring to get Envy™ back in to stores.
“Envy™ ranked #11 last year in total apple sales while generating year-over-year dollar growth of nearly 30%, higher than all varieties ranked in the top 10,” said Harter. “Ever since the supplies of Envy™ ran out, retailers have been anxious to get this apple back in front of their customers.”
Harter says one key to Envy™ success appears to be strong shopper loyalty. “We know from field reports that Envy™ gets high marks from retailers for driving repeat sales. Nielsen data shows that Envy™ sales per store jumped by over 20% this year, quantifying that Envy™ is a very strong repeat purchase apple.”
Steve Lutz, Senior Strategist for CMI Orchards, says a big increase in Envy™ production this year should keep retailers smiling. “At CMI our estimates indicate a jump of over 50% in Envy® production this season. That translates to having Envy™ available to cover more stores longer into the season.”
Lutz added that the retail pricing of Envy™ is translating into strong sales for supermarkets. “Envy™ carried the 2nd highest retail price (behind only Honeycrisp) of any variety in the top 30. Envy™ was one of only a handful of apples that actually sustained a slight increase in average retail price last year. The fact is, consumers are buying more Envy™ at higher prices.”
Harter says CMI expects strong results for retailers thanks to the larger crop. “Last year supermarket distribution of Envy™ was just under 39%. With our big production jump, combined with production increases from Rainier and Oppy, we’re hoping to see Envy® distribution exceed 50% for the first time this season.”
Harter added that last year tight supplies limited most retailers to selling Envy™ for only a few months. This year he expects Envy™ to have much broader distribution with supplies stretching much longer into 2018 right through the beginning of the New Zealand import season next summer.
“Now is the time to jump on Envy®,” said Harter. “Envy™ is driving repeat purchases, it’s selling in more stores nationally, and it’s doing all this at shelf prices second only to Honeycrisp. That’s a winning formula.”
Envy™ apples in the U.S. are grown and marketed by CMI Orchards, Rainier Fruit Company and Oppy. Envy™ is a registered trademark of ENZAFRUIT New Zealand International Ltd.
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About CMI Orchards
CMI Orchards is one of Washington State’s largest growers, shippers and packers of premium quality apples, pears, cherries, apricots and organics. Based in Wenatchee, WA, CMI Orchards delivers outstanding fruit across the U.S.A. and exports to over 60 countries worldwide.
Source: CMI Orchards
