Summer Apple Programs Can Help Drive Produce Dollars Up, Up, Up

WENATCHEE, Wash. – The official start to summer is only two weeks away, which means retailers around the country should begin shifting their focus towards providing consumers with refreshing snacks for hot summer days – specifically juicy Stemilt apples and pears. Stemilt’s summer apple program is gearing up and opening doors to unleash some of their best apples yet.

Stemilt Marketing Director, Roger Pepperl believes that the summer months play a large role in apple sales and can increase produce department dollars significantly with effort through the end of August. “Summer is really a big time for apples, even though it’s not traditionally thought of as apple season,” states Pepperl. “With the ability to store apples in our controlled atmosphere (C.A.) storage rooms, we are able to provide retailers with high quality, high color, and flavorful apples year-round.”

The Fuji apple is an apple that stores exceptionally well in CA storage rooms due to its high brix levels. Stemilt’s high color and high flavor strain of Fuji called Aztec has grown increasingly popular among consumers, resulting in an 8 percent increase in volume year-over-year. The red-blushed apple with a firm, creamy white flesh is crisp and extremely juicy, which leaves the consumers with a sugary-sweet flavor and an exceptional eating experience.

“Retailers should take advantage of the multiple sizes that Stemilt has available and is currently pulling out of CA rooms,” states Pepperl. “Our Aztec Fuji’s are peaking at size 72, with plenty of 88’s, 80’s, and 64’s to go around – with those various sizes, you will please a variety of consumers who like to purchase small, medium or big apples. During the summer, retailers should consider special in-store promotions on with our Apple Lovers 5lb. pouch bag to further drive sales.”

Last year, Fuji was the third most popular apple variety, situated behind the Gala (most popular variety) and Red Delicious. Apple sales in the summer are a huge portion of produce dollars, making up 4.7 percent of sales. With this in mind, Pepperl suggest that retailers partake in multiple summer promotions to promote the many delicious summer apple varieties still available.

“Fuji’s are a fantastic apple and a consumer favorite. Retailer’s need to take advantage of this and push promotions whenever they can to up sales dollars. Retailer’s should also push Pink Lady® varieties to consumers as we have seen a major upswing in popularity,” states Pepperl.  

Stemilt is the industry leader in Pink Lady® apple production, in which they saw an unbelievable increase in sales last summer. Over the three month summer period (June, July, August), Stemilt saw a 19 percent increase in volume and a 22 percent increase in dollars. Stemilt contributes the success to its warm orchard locations and horticultural experience of growing Pink Lady® apples.

“Stemilt is a pioneer in orchard development with the Pink Lady® apple variety. We’ve been growing it in a big way since it was first introduced and that long-time leadership has culminated to this increased volume and dollar amounts,” states Pepperl.

Stemilt encourages retailers to promote the attractive, bright pink apple through the various available sizes, color, and great internals. Promotions targeted towards parent consumers using the Lil Snappers® kid-sized fruit brand to displaying the full range of bulk sizes should increase volume. Retailers should also consider an in-store special promotion for the Apple Lovers 5lb. bag – a huge selling point for consumers who want a value.

“Retailers will see large success with Pink Lady® apples as they are a versatile fruit for summer,” says Pepperl. “Whether you use them to snack on or chop them up and toss them in a salad, they will add a refreshing flavor and a vibrant color without browning too quickly – a win-win for every type of consumer.”

Retailers can also expect to see Red Delicious and Golden Delicious available all summer long in various sizes. Galas will last steady through July, a great apple for promotions including Lil Snappers®, Apple Lovers and bulk promotion. Piñata® believers and consumers alike, will also be happy to hear that Piñata® will last through the summer, as Stemilt is finishing up their domestic crop and moving right into the Chilean crop. Retailers will have plenty of options in sizes, including bulk sizes and Lil Snappers®.

While retailers prep for 2017’s summer apple program, they should also run promotions on d’Anjou and Red d’Anjou pears. With plenty of Rushing Rivers™ 5lb Anjou and 4lb Red Anjou pouch bags, retailers can see sales and volume increase with feature advertisements. Pears are a great summer treat that is often overlooked by other various fruits within the department. Consider in-store advertisements when print advertisements are not possible to drive sales volume up. Retailers should also consider using Lil Snapper® d’Anjou’s as a refreshing, clean snack for kids throughout the summer.

“Although not the focus in produce during the summer months, apples and pears can still do wonders for your produce department,” states Pepperl. “That 4.7 percent equals 1 in every $20 spent in the produce department, so continue to boost, boast and bolster apples and pears until you get through the end summer season.”

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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