Kanzi Apples Hit Peak Sales Months

Late winter and spring have historically been the months when retailers experience a slow decline in apple category performance. New branded apples like Kanzi® are providing incremental sales for retailers and proving that consumers are still actively shopping the category in search of new flavors.

Steve Lutz, Vice President of Marketing for CMI, cites Nielsen data showing that Kanzi® sales peak in March and April. “The sales data really underscores that there is a tremendous opportunity in March, April and May to maximize sales with apples like Kanzi®,” said Lutz. “Retailers are adjusting allocations and promotions to include this unique variety, invigorating their apple category.”

Lutz reports that the Nielsen supermarket data reveals that last year in March over 2,500 supermarkets nationally added Kanzi® to their apple rotation, with over 2,400 carrying Kanzi® into April.

“We’re seeing that wonderful new branded apples like Kanzi® really bring the excitement of seasonality back to the apple category,” said Lutz. “At a time of year when the category is beginning to slow and consumers have seen the same products for several months, new items like Kanzi® give apple lovers a reason to continue shopping the category.”

Lutz adds that above average pricing on apples like Kanzi® drives larger transactions for retailers. He notes that because Kanzi® sells at a premium to the category average, consumers are typically spending more.

According to Robb Myers, Vice President of Sales and Imports for CMI, the flavor and texture of Kanzi® is driving its success. “When we get to spring, consumers tell us they are looking for fresh, intense flavors,” said

Myers. “Kanzi® has the most intense flavor of any apple. It’s absolutely remarkable.”

CMI reports that it anticipates an increase in Kanzi imports from New Zealand and Chile beginning in mid-May. Myers says CMI fully expects that imports will allow the company to extend the Kanzi season right through the summer months.

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Learn about where Kanzi® apples are grown

Kanzi® brand apples come from select growers in strategic regions across the United States. CMI and its growers in Washington State (Columbia Fruit Packers) were given the opportunity to develop the North American market for Kanzi® and thus formed the Kanzi® brand alliance with Applewood Orchards in MI.

About CMI Columbia Marketing International (CMI) is one of Washington State’s largest growers, shippers and packers of premium quality apples, pears, cherries and organics. Based in Wenatchee, WA, CMI delivers outstanding fruit across the U.S.A. and exports to over 60 countries worldwide. For more information, visit www.cmiapples.com

Contact Person: Katharine Grove, Marketing Specialist -Phone: 509-888-3427, or 509-885-0444 Fax: 509-888-3418 Email: Katharineg@cmiapples.com URL: www.cmiapples.com

Kanzi® is a registered trademark of GKE NV.

Source: Columbia Marketing International