Washington Apples Regain Momentum

New varieties and strong marketing are helping to expand the category.

With its ideal growing conditions for apples, Washington State is a prime provider of this popular fruit. The state’s advanced techniques and strong marketing have given this segment even more momentum this year, despite challenges.

The 2026 Washington apple crop is expected to be 7% to 10% smaller than the previous year’s harvest, according to the Wenatchee, WA-based Washington Apple Commission. While early-season frost and rising production costs squeezed margins, growers hope the reduced volume — following 2025’s 132-million-box yield — will help sustain stronger market prices.

Growers report that overall fruit quality is shaping up well this season, according to Wenatchee, WA-based CMI Orchards. However, a hailstorm earlier this summer, combined with frost damage back in early spring, affected some blocks across the growing regions.

SEASON PREDICTIONS

Typically, the industry sends an estimated crop volume early in the season, but this year, USApple has made the decision to delay its industry-wide initial crop estimates until fruit has been harvested.

Despite the broader industry headwinds, CMI Orchards says it is well-positioned heading into the new season compared to last year.

While it remains early, CMI Orchards is not currently projecting sizing to look meaningfully different from last year across the board.

“Cosmic Crisp volume will continue to stabilize in 2026 as orchards reach maturity and volume plateaus,” says Kaci Komstadius, CMI’s marketing manager. “This will allow retailers to better plan consistent promotional efforts with a reliable supply of this consumer favorite.”

According to Aimee Bach, business development manager at FirstFruits Farms, based in Prescott, WA, the industry is entering the 2026-27 season from a relatively balanced position. Washington shipments through July 5 totaled approximately 107 million cartons, running ahead of last year’s pace of 103.7 million cartons.

“Harvest is expected to begin roughly one week earlier than last season,” she says. “Early orchard observations suggest strong fruit quality, and we anticipate improved pack outs compared to last season, though final volumes will depend on the overall crop size.”

From a market standpoint, retailers can expect a consistent supply transition, as new-crop fruit started shipping in late July and August, says Bach.

“While Washington is positioned for a strong season, several eastern growing regions experienced challenges from spring freeze events,” says Bach. “Many East Coast growers are reporting lighter crop sets and weather-related damage following April freezes.”

Chuck Sinks, president of sales and marketing at Elgin, MN-based Honeybear Brands, says, for retailers, a smaller Washington crop coupled with reduced production in the East isn’t necessarily a negative.

“After several seasons of abundant production, the industry is returning to a more balanced supply situation that should support healthier pricing and reduce some of the inventory pressures experienced over the past two years,” he explains.

WHAT’S SELLING

Alongside old favorites, new Washington apple varieties are expanding the category.

“There has been a big shift in volume toward high-flavor apples like Cosmic Crisp, and Honeycrisp continues to increase in volume alongside its popularity,” according to Brianna Shales, marketing director at Wenatchee, WA-based Stemilt Growers.

Stemilt’s SweeTango fall apple performs well by bringing volume and velocity to the category while other apples are still being harvested.

“It’s a great apple to promote in October in a big way,” says Shales. “The growing conditions so far in Washington are paving the way for a great SweeTango crop.”

Although Honeycrisp is the volume and dollar leader, Cosmic Crisp is making huge gains in the category with the volume available now and consumer pull.

“It is the No. 4 apple in the category and makes up 10% of apple sales now,” says Shales. “Gala is No. 2, and Granny Smith is No. 3.”

Next Big Thing, a growers’ cooperative that represents 61 growers, is focused on marketing and expanding demand for SweeTango apples.

“We are going to have around the same-sized SweeTango crop as last year with a better size profile range, provided weather conditions remain favorable,” says Jennifer L. Miller, executive director of Next Big Thing. “Our growers are optimistic about the season ahead.”

Honeybear Brands continues to expand premium variety programs with Pazazz, as well as Cosmic Crisp, First Kiss and Honeymoon, a newer vibrant yellow variety with a smooth, sweet flavor.

Sinks confirms that Honeycrisp continues to be one of the strongest performers at retail, but consumer interest continues to broaden, with Cosmic Crisp and Pazazz gaining traction at retail.

Rather than constantly introducing new varieties, FirstFruits is focused on strengthening established programs that have already demonstrated strong consumer demand.

One example is Sweetie, which continues to be one of the first premium varieties available each new crop season.

“Opal apples have become a significant growth story and recently ranked the top-volume variety included in the Washington industry’s ’Other Varieties’ category,” says Bach. “Cosmic Crisp has evolved from a new variety launch into a mainstream category driver. Its volume, consumer awareness and retail penetration now place it alongside many of the industry’s traditional core varieties.”

Bach agrees that Honeycrisp remains the category leader in sales and continues to command strong consumer loyalty. In addition, Gala, Granny Smith, Fuji and Cosmic Crisp also remain among important varieties for retailers nationwide.

However, some of the most notable growth is occurring within newer premium varieties.

“Over the latest 52-week period through June 2026, Cosmic Crisp sales increased approximately 37%, while Opal apples recorded a remarkable 57% increase in sales nationally,” says Bach. “From a volume standpoint, Cosmic Crisp shipments increased 24% year-over-year, and Pink Lady grew 34%, reflecting continued consumer interest in high-flavor varieties that offer a differentiated eating experience.”

PLAYBOOK TO MERCHANDISING

Both industry-wide and company-specific Washington apple initiatives are actively working to boost fresh apple consumption.

Eat More Apples is a new, industry-wide nonprofit coalition that is focused on increasing domestic apple consumption through advocacy, marketing and education. The campaign is supported by growers, packers and promotional partners across all U.S. apple growing regions and backed by corporate sponsors to fund national execution.

“CMI’s merchandising tools, digital campaigns and educational programs are designed to make the journey easier and more engaging, connecting flavor-forward varieties with curious consumers,” says Komstadius. “CMI’s proprietary Flavogram merchandising simplifies variety navigation while encouraging trial and cross-purchase of newer apple varieties like SugarBee, Kiku, Kanzi and Envy.”

To amplify in-store impact, CMI continues to invest in geotargeted digital advertising, data-driven promotions and strategic partnerships — allowing for online-to-store conversion. Targeted content, educational point-of-sale materials, and high-ROI sampling events drive in-store sales lifts.

For younger shoppers, CMI recently introduced licensed, kid-friendly apple bags featuring family-favorite characters. The rollout of Apple Crush — a campaign that helps shoppers discover their apple match through digital tools and in-store engagement — continues this fall.

Stemilt offers packaged items like Lil Snappers kid-size fruit.

“Displays are critical to merchandising apples, and updating them frequently or helping to educate via signage is key in driving consumption with consumers,” says Shales. “Rotating the featured variety and running multiple apples on ad at one time is a key way to elevate the entire category. In-and-out promotions on bags or specialty apples can also help drive volume in key periods.”

“Displays are critical to merchandising apples, and updating them frequently or helping to educate via signage is key in driving consumption with consumers.”

— Brianna Shales, Stemilt Growers, Wenatchee, WA

Honeybear Brands continues to invest in consumer promotions and social media campaigns, retail-specific merchandising solutions, and eye-catching packaging.

Next Big Thing encourages retailers to stock SweeTango early and create sampling opportunities whenever possible.

“We are also enhancing our website and expanding our social media efforts,” says Miller.

FirstFruits Farms’ programs, such as Opal Smiles and Take a Bite Out of Hunger, help build emotional connections with shoppers while supporting meaningful causes, says Bach.

“At retail, our ’Smart. Simple. Delicious.’ merchandising platform emphasizes straightforward health benefits, clean ingredients and transparency from orchard to store shelf. We continue to see strong engagement when educational messaging is paired with targeted promotions, digital offers and in-store merchandising support.”

She adds that the most effective merchandising programs combine education, visibility and engagement.

“We continue to see strong engagement when educational messaging is paired with targeted promotions, digital offers and in-store merchandising support.”

— Aimee Bach, FirstFruits Farms, Prescott, WA

“Consumer-friendly materials that explain flavor profiles, health benefits, usage occasions and seasonal availability consistently perform well,” says Bach. “Flavor descriptors and seasonality charts help shoppers navigate the category and increase purchase confidence. The strongest results often come from pairing educational signage with digital promotions, loyalty offers or product sampling. In-store sampling remains one of the most powerful ways to drive trial and repeat purchases.”

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The Rapid Growth of Organic Washington Apples

Organic apples continue to represent one of the fastest-growing premium segments within the category. Millennials and Gen Z consumers are driving this demand due to their focus on clean ingredients, wellness, sustainability and food transparency.

According to Aimee Bach, business development manager at FirstFruits Farms, based in Prescott, WA, organic apples remain a strong and growing segment, accounting for approximately 15% of her company’s overall volume.

“That compares favorably to Washington State’s organic production, which represents roughly 12% of total apple output,” she says. “The price gap between conventional and organic apples narrowed significantly over the past decade, making organic options more accessible to a broader range of consumers.”

Chuck Sinks, president of sales and marketing at Elgin, MN-based Honeybear Brands, says success in the organic category comes from maintaining strong quality, minimizing out-of-stocks and merchandising organic apples with the same attention as conventional offerings.

“Retailers that merchandise organic and conventional apples together with clear signage often make it easier for shoppers to compare options and build larger category sales,” he says.

Wenatchee, WA-based Stemilt Growers has a long history of organic farming and continues to invest in more organics to keep up with consumer demand.

“Last year, we were undersupplied on organic apples and had a lot of pent-up demand,” says Brianna Shales, Stemilt’s marketing director. “We hope this year’s crop allows for more promotions to continue growing this area of the apple category.”

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Successful Apple Merchandising

Chuck Sinks, president of sales and marketing at Elgin, MN-based Honeybear Brands, says successful merchandising includes:

• High-impact branded display bins.

• Bold color breaks between apple varieties.

• Educational signage highlighting flavor profiles and texture.

• Sampling programs whenever possible.

• Digital recipes and QR codes for shopper engagement.

• Seasonal themes and cross-merchandising with caramel, cheese, baking ingredients and lunchbox items.