Apples Attract Attention and Sales

A full season of flavors keeps apples fresh, visible, and in demand.

In the fresh produce aisle, apples are a wholesome, flavorful choice. They can be sweet, crunchy, juicy or crisp. Apples sell fresh from harvest for August through December, and come from controlled atmosphere storage in the other months.

Apples are picked fresh and sold if they don’t have enough starch for storage, according to Brianna Shales, marketing director, Stemilt, Wenatchee, WA. “Rave is the first apple off the tree. SweetTango comes right after.” Stemilt harvests from August through October/early November.

The New York apple harvest kicks off in mid-August with early varieties (Ginger Gold, Zestar!, etc.), followed by September/October mainstays (Honeycrisp, Fuji, RubyFrost, etc.). Harvest wraps in early November, says Cynthia Haskins, president, New York Apple Association (NYAA), Fishers, NY.

EXPECTED VOLUME

The total U.S. apple production for 2025-26 will be 278.5 million bushels, according to USApple. Washington is the top producer, with a forecasted crop of 180 million bushels. New York comes in second with 30.5 million bushels.

“Favorable spring conditions — ample rainfall, sunshine, and warm temperatures — have set the stage for a strong crop across western New York, the Hudson Valley and the Lake Champlain region,” says Haskins.

Michigan is third at 30 million bushels, a 10% increase versus last year. “As Michigan apple growers continue planting high-density orchards and using new farming methods, the state’s apple crop is expected to grow in size,” says Diane Smith, executive director, Michigan Apple Committee in Lansing, MI.

WHAT TRIGGERS SALES?

Retailers can optimize apple sales by stocking different varieties.

“Retailers should have managed varieties elevated from commodity varieties, and communicate to consumers why they need a better apple,” says Jennifer Miller, executive director, SweeTango (Next Big Thing), Emmaus, PA. “SweeTango drives people to the store.”

“I think demos are really important. Have someone out there cutting apples and talking about the different varieties. Maybe they separate the crispy from the dense apples.”
— Jennifer Miller, SweeTango (Next Big Thing), Emmaus, PA

Flavor is also important — as is how apples make consumers feel. “Perhaps they connect with the personality we use to describe our apple varieties. First Kiss is sassy, Pazazz is bold and bright,” says Kristi Harris, brand manager, Honeybear Marketing, Elgin, MN.

Price and value are important to consumers, and loyalty programs are growing, says Emily Cox, marketing manager, FirstFruits Farms, Prescott, WA. “In the past five years, loyalty programs and personalized offers have gone from being the specialty of a few retailers to a standard across the industry, creating a seamless and highly targeted shopping experience.”

Packaging also helps sell more apples. “We have reinvented different packs for different items. I think that is really important to keep things fresh,” says Alisha Albinder, marketing and operations manager, Hudson River Fruit Distributors, Milton, NY. “Have a 2-pound bag because maybe the consumer doesn’t want to buy a 5-pound bag.”

Retailers may look at “miles to market,” and consumers often choose apple varieties from their home state.

“Pure Michigan evokes a lot of feelings. Our apples are grown on the west side of Michigan, where there are warm sunny days and cool late summer nights. And that brings out the sugar. The water supplies our flavor,” says Trish Taylor, marketing manager, Riveridge Produce Marketing, Sparta, MI.

HEALTHY EATING

The “Eat More Apples” campaign, created and promoted by an industry-driven nonprofit organization, aims to increase U.S. apple consumption. It touts apples — filled with fiber, vitamin C and antioxidants — as a nutritional powerhouse.

“Fiber is a growing health trend, and apples are a simple solution to reaching the daily recommendation,” says Harris.

“There is really no better food than the apple. It is chock full of vitamins, and you can eat it on the go,” adds Taylor. She suggests weekly store giveaways switch from vitamin water to apples.

DISPLAY TACTICS

Retailers should consider creative display strategies that take advantage of apples’ visual appeal. “Apples in all shades look great in low-profile modular displays that are increasing in popularity in retail stores,” says FirstFruits’ Cox.

Hang signs or banners to describe new apple club varieties. “These apples have stricter brand standards and are more difficult to grow. Yet retailers are equalizing Honeycrisp and Gala with SugarBee and SweeTango. There needs to be a way for consumers to understand the difference,” says Miller of SweeTango.

Consider big displays to celebrate apple season. “If you have an impressive display, it will catch someone’s eye. And that is what you want to do. In the fall, we push a lot of totes, they hold five pounds of apples,” says Hudson River’s Albinder.

NYAA supplies “Apples From New York” totes and display bins, plus custom display shippers and signage.

Stemilt partners with a Chicago retailer (Jewel/Albertsons) on a big apple event every February. “One year was an apples takeover. Once it was Cosmic Crisp. So, there is still a lot of theater when it comes to merchandising,” says Shales.

MARKETING APPLES FOR KIDS

Apples are ideal for school lunches. “Lil Snappers put apples in kids’ hands. We’ve had success with that, so we’ll continue,” says Shales. The apples are small, yet big on taste, crunch and juice.

“USDA programs have been moving toward more popular varieties in recent years, like Gala, for their school lunch and food bank deliveries. This helps many rediscover apples and hopefully create movement,” says Taylor of Riveridge.

“For younger shoppers, CMI recently introduced licensed kid-friendly apple bags, featuring characters like Bluey and Paw Patrol, offering a fun, healthy option for families and supporting back-to-school merchandising,” says Kaci Komstadius, marketing manager, CMI Orchards, Wenatchee, WA. The apples come in organic or conventional.

PARTNERSHIP MARKETING

Free apple samples at sporting events may lead to retail apple purchases.

“We have a partnership with the Buffalo Bills. Before every home game, we hand out 5,000 sample packs of (New York) apples,” says Jessica Wells, executive director, Crunch Time Apple Growers in Newark, NY. The 2-ounce slice packs resemble its pouch bags sold at retail.

In October, Bank of America Chicago Marathon runners (all 53,000) are handed a Michigan apple at the finish line. The 10-year partnership “reflects our commitment to support healthy lifestyles, reach consumers seeking healthy food options, and have a strong presence in the Chicago market,” says Smith of the Michigan Apple Committee.

Other marketing initiatives raise brand awareness while donating to good causes. For a second season, Honeybear Marketing is partnering with Second Harvest Heartland and a hockey team to Put Hunger on Ice. Last year, Pazazz donated 12,000 pounds of apples to the food bank under the program.

BULK VS. PACKAGED

By offering a broad range of bulk and packaged apples, retailers can capture incremental sales and ensure apples remain a category driver.

“Bulk fruit builds excitement around freshness and variety, while packaged apples encourage repeat purchases and align with consumer demand for convenience and consistency,” says Komstadius.

Bulk apple displays work best with separation between varieties, and signage to explain flavor. “I suggest they break up the bulk apples with apple slicers or caramels. Or at least break out by color, so consumers know they are grabbing the apple they intended to buy,” says Wells.

Bagged apples tend to be smaller, and come in paper or poly bags, or pouches. FirstFruits Farms is launching organic apple bags with bold graphics and details like variety, flavor and grower information. Stemilt sells its larger organic apples from Washington in a sustainable four-pack.

PROMOTION AND CROSS-PROMOTION

Current promotional methods include demos, coupons and influencers.

“We want Snapdragon experienced fresh, so eating is the best experience. We look for influencers to use apples in their natural form: chop them up and put them in salsa, coleslaw, dip,” says Wells.

For cross-merchandising, pair apples with cheese, bagged salads, trail mix, pie crust or oats. Tajin spice goes with tart apples, like Granny Smith. Cider and caramels partner with apples, too.

“You see a lot of TikTok trends on caramel apples, so retailers can have caramels and sticks nearby, make it a one-stop,” says Taylor of Riveridge.

IN-STORE AND ONLINE SALES

When putting apples on sale, offer different varieties and flexible pricing. “To keep the apple category fresh and exciting for consumers, retailers should aim to feature three to five apple varieties on ad at any given time, rotating weekly or bi-weekly based on availability, and promotional goals,” says Komstadius.

She recommends a combination of bulk and bagged apples, with at least one organic item and one premium variety. This strategy builds trial and loyalty and ensures strong volume movement.

“Couponing is great for loyal customers, but for those who want to buy spontaneously, you have to have sales in store,” says Albinder of Hudson River.

T&G Global focuses on personalized digital promotions and retailer-specific loyalty programs for its Envy and Jazz apples, which are grown in Washington state (sold October through June) and imported from New Zealand (sold July through September).

“Strategically placing large, well-merchandised bulk displays in high-traffic areas — such as the front of the produce section, endcaps, or co-branded displays in center store — can significantly boost impulse purchases.”
— Jen Lessner, T&G Global, Wenatchee, WA

FirstFruits Farms says online grocery will grow five times more than in-store in the next few years, so retailers should shift to shoppable digital content.