Yakima, WA — The apple industry is buzzing as momentum builds for Cosmic Crisp® WA 38 cv., the new variety that is seeing unprecedented support from Washington State apple growers. At the Cosmic Crisp® Marketing Advisory Group meeting in September, growers and sales companies learned that the consumer launch campaign, led by Proprietary Variety Management (PVM), is now officially underway.
As growers plan for a Fall 2019 harvest and sales, PVM is orchestrating an integrated launch that will push Cosmic Crisp® into a new stratosphere of consumer marketing for fresh produce. The national effort will include everything from packaging and in-store marketing to influencers and a digital campaign. Industry-first sponsored programs and high-profile events will also be used to showcase what some are calling the biggest development varietal since the Honeycrisp apple. The launch is on track to be the largest investment in consumer marketing of a single apple variety. Preparations for the launch are being initiated immediately with the ultimate investment to be well over 10M$ once there is the WSU Regents expected fall approval.
Kathryn Grandy, Director of Marketing for PVM explains, “The Cosmic Crisp® apple is a one-of-a-kind variety. Our marketing campaign will build consumer awareness and demand to match the caliber of this high value apple. We’re in a unique position to set the bar, and we have the industry and partner support to make it happen.”
PVM has selected award-winning firm McDill Associates as the lead agency for the marketing campaign. With decades of experience launching and building produce brands and category winners, McDill’s work is well suited for a breakout product like Cosmic Crisp®.
“With a deep history in produce, I can honestly say we know a game changer when we see it. Cosmic Crisp® is everything that a consumer is looking for—and creates a differentiator for retailers. We’re looking forward to partnering with PVM to bring Washington State apple growers an effective launch, and ongoing success,” said McDill Associates’ President and Creative Director, Melissa McDill.
Cosmic Crisp® volumes for the first season next Fall look promising, with 2020 poised to shake up the industry with an estimated 2.2 million boxes on the market. And the apple’s unique attributes have already gained the attention of major food media. Washington growers, shippers and sales companies will get an exclusive look at the campaign in March 2019, well ahead of the Fall launch.
About Proprietary Variety Management
Proprietary Variety Management (PVM) Is A Full Service Global IP And Commercialization Company For New Fruit Varieties.
That’s just a fancy way to say that we are involved with all aspects of getting the best new fruits into the market so people can find their new favorites and continue to be delighted by fresh fruit.
PVM’S CORE PHILOSOPHY
For the long term success of a new fruit variety, PVM is all about finding a win/win scenario for every participant in what we refer to as the “Value Chain.” The Value Chain is comprised of the apple breeder, the tree nursery, the apple grower, the packer, the marketing and sales groups, the retailer, and finally the consumer.
Source: Proprietary Variety Management
