Yakima, Wash. – Opal®, the highly-acclaimed apple creating a frenzy in the category, is featured in an array of consumer media reaching over 43 million impressions since the season began just late last month. The Opal brand is backed by a comprehensive marketing strategy and calculated initiatives, making it the most supported apple in the market. This marketing and public relations strategy is a key element driving sales at retailers and helping Opal become one of the fastest growing apples.
Media highlights so far this season include noteworthy features on Today.com, Reader’s Digest, Delish, Taste of Home, FoodBeast, The Nibble, Extra Crispy, Hungry Forever, and more. Opal continues to be a hot topic on consumer websites featuring the latest news about food. Its reputation as one of the best-tasting apples on the market and a fan-favorite due to its non-browning feature helped position Opal among the Top 20 apple varieties in the country during the 2016-2017 season. One year later, the apple continues to gain momentum.
"We're delighted with all the media attention surrounding the Opal apple this season,” says Chuck Zeutenhorst, general manager of FirstFruits Marketing of Washington. "It’s great to see our marketing efforts for Opal coming together, and we will continue to find new and effective ways to increase awareness. We enjoy connecting with retailers and supporting stores on an individual basis and we’re off to a great start.”
FirstFruits Marketing invests heavily in the Opal brand to drive continued brand awareness among consumers. The 2017-2018 season marketing campaign includes in-store support for retailers, consumer events in target markets throughout the country, an extensive consumer public relations program, targeted digital advertising, engaging social media and a comprehensive social influencer program. The campaign emphasizes Opal’s points of differentiation including its natural resistance to oxidation, bright yellow exterior, distinctively crispy texture, and sweet yet tangy flavor.
FirstFruits represents Broetje Orchards, a leader in Washington organic apple production and an innovator in new varieties to the market, as well as Congdon Orchards. As the exclusive marketer of the Opal, FirstFruits offers the variety in both organic and conventional options beginning in late October and expects supplies to last through June 2018.
For more information about Opal's comprehensive marketing plan, please contact East Coast Regional Marketer Dennis Jackson or West Coast Regional Marketer Tim Corkill. Learn more about Opal apples at www.opalapples.com.
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About FirstFruits Marketing of Washington
FirstFruits Marketing is a collaborative apple marketing company owned by Ralph and Cheryl Broetje. They share a commitment to producing high quality fruit while balancing the demands of purpose, people, planet and profit so that a portion of profits can be donated to non-profit missions supporting the underserved. For more Information, visit www.firstfruits.com.
About Opal Apple
Opal apple is known as the apple with a purpose. Grown only in Washington by Broetje and Congdon Orchards, this Golden Delicious-Topaz cross apple variety was introduced by FirstFruits Marketing in 2010 to wide consumer and media acclaim. Its distinctive color, flavor and texture are not the only qualities that make this product unique: Opal apple was created to make a difference in communities across the nation. Every year, FirstFruits Marketing donates a percentage of sales of every case of apples to worthy organizations that address issues like hunger, food safety, sustainability and the environment. UEB 32642 variety apples are grown exclusively by Broetje and Congdon Orchards and distributed under the OPAL® brand name by FirstFruits Marketing in North America.
Source: FirstFruits Marketing of Washington
