WENATCHEE, Wash. – With summer months fast approaching, retailers should prep for the season by planning apple promotions around Stemilt’s various apple brands. In the past two years, apples made up nearly five percent of U.S. produce sales dollars on average during the months of May, June, July, and August, a figure that stands to rise with additional summertime promotions.
“Retailers should aim higher than 5 percent contribution from apples during the summer,” said Roger Pepperl, Stemilt marketing director. “Apples are a year-round category that must be promoted regularly. An apple promotion once-a-month can help retailers keep the category solid during the summer. Our branded products are designed to drive impulse sales, which makes merchandising execution during the busy summer season easier for retailers.”
Stemilt is emphasizing several branded items and varietals during the summer months, including its Lil Snappers® kid-size fruit line, Artisan Organics™ apples, Piñata® brand Pinova apples, and Apple Lover 5lb. pouch bags.
“Although there a lot of other items in season, apples still offer consumers convenience and variety, making them a top snacking choice,” states Pepperl. “With our branded packages, retailers can use intent marketing to push the category. This drives sales and leads to a nice transition into the busy fall season for apples.”
Many of Stemilt’s branded products use intent marketing to target various audiences. Lil Snappers® kid-size fruit targets parent consumers who are looking to simplify healthy eating within the household, while Stemilt’s Fresh Blenders™ juicing pack aims for health-conscious juicers who are looking to juice conveniently at home.
“Using intent marketing around our branded products, like Artisan Organics™ or our Apple Lover pack, has helped retailers see an increase in sales because there is a driving purpose behind the brand,” states Pepperl. “All of our branded products are designed to carry an intent, which results in more dollars earned.”
Stemilt’s signature apple, Piñata®, is promotable in 5lb. bags and Artisan Organic™ bulk supplies through the summer. Stemilt supports Piñata®, which is now available year-round, with influencer marketing activities that included a recent video with 4.8 million views on popular Facebook food channel, So Yummy.
Pepperl said the Apple Lover 5lb. pouch bag and the 4lb. organic juicing pack, Fresh Blenders™, are great options for bag needs in the summer. Granny Smith, a long time American classic, is a variety to carry in both branded packs during the summer months due to its versatility and tart flavor profile.
“Granny Smith a great option for retailers for a variety of reasons,” says Pepperl. “The apple’s flavor profile is ideal for both baker and juicer. For retailers, the apple can offer a nice color break in displays.”
Fuji is another ideal apple for bag and bulk promotions this summer with availability both organically and conventionally.
An extended season for many key varieties should equate to organic apple share growth this summer. Stemilt’s organic apples, available under the Artisan Organics™ line, will continue through mid-summer thanks to planned growth of its organic supply and increased capabilities in storing high-quality organics longer. The organic category has grown significantly over the last several years with TechSci research estimating that the global organic food market will reach an expected $262 billion by 2022.
“We have been deliberately planning for the high demand for organic for quite some time,” states Pepperl. “Thanks to our longevity in the category, we were able to expand our volumes of popular organic varieties early, which now results in a longer organic apple season for retailers. Plus, we have a talented Research and Development team who has developed better storing capabilities resulting in great quality and flavor.”
Retailers can expect organic apples with high starch reserves during the summer months as Stemilt is beginning to pull their first pick fruit out of CA Storage. The high starch reserves will begin converting to sugars resulting in a fresh flavor, crisp bite and memorable eating experience for consumers.
“Apples are a staple item for shoppers and the growing flavors in this category during the summer months can make for fun promotions at retail,” said Pepperl. “We encourage retailers to tie apples in with in-season items on promotions, feature apples in recipes, or call out the fruit’s impressive health benefits to shoppers. These activities will continue to grow this important category for produce.”
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About Stemilt
Stemilt Growers is a leading tree fruit growing, packing and shipping company based in Wenatchee, Washington. Owned and operated by the Mathison family, Stemilt is the leading shipper of sweet cherries and one of the nation’s largest suppliers of organic tree fruits. Stemilt has also demonstrated a commitment to sustainable agriculture and social responsibility since 1989, when founder Tom Mathison launched the company’s Responsible Choice program. For more information about Stemilt, visit www.stemilt.com and follow Stemilt on Facebook, Twitter, Instagram, Pinterest, and You Tube.
Source: Stemilt Growers
