Retailers Can Increase New York Apple Sales By Highlighting Flavor

Merchandising, marketing and engagement strategies can keep New York apples top of mind.

New York apples get a lot of help when it comes to consumer engagement, so produce executives and managers can connect to messaging and support to keep sales crisp.

Mike Servello, chief executive, Bargain Grocery, Utica, NY, says apples are always welcomed by his customers, with demand ramping up in-season. “We try to support New York State growers as much as we can.”

Marketing “buy local” is a first step in generating consumer interest, says Mathew Blair, produce category business manager, Northeast Shared Services, Schenectady, NY, which supports operations at Tops, Price Chopper and Market 32 stores.

“We love to support all of our local suppliers, especially the ones that are very close to our store locations,” he says. “Those are the farmers’ names that customers recognize the most because they are from the community and gravitate to their products. In many instances, those products are delivered directly to the stores regularly to keep product fresh.”

The banners also often put signage throughout the department recognizing the farmer who grew and supplied that specific item.

MARKETING RESOURCES

The New York Apple Association (NYAA) has a range of initiatives that retailers can access to entice consumers, such as traditional and social media, streaming services and digital newsletters. It also offers retail promotions, including point of sale, cross-merchandising, display contests, BOGO offers, digital coupons and ads, geo-targeting, special display units and orchard bins.

The organization takes a comprehensive approach to promoting New York fruit, reaching out to consumers directly and building the next generation of apple consumers, says grower Carrie Wafler, of Wafler Farms, Wolcott, NY, who also is a member of the NYAA board of directors.

“On the digital side, we’ve increased our social media presence and are working with influencers to reach younger audiences in a more authentic and organic way,” says Wafler. “That’s where younger consumers are, and we’re meeting them there with content that connects apples to their lifestyle.”

SHARE GROWERS’ STORIES

She adds telling grower stories is critical to NYAA marketing efforts. “For the first time, we have growers filming weekly content directly from their farms, walking consumers through how apples are grown, what the seasons look like, what farm life actually is,” she says.

“For the first time, we have growers filming weekly content directly from their farms, walking consumers through how apples are grown, what the seasons look like, what farm life actually is.”

— Carrie Wafler, Wafler Farms, Wolcott, NY, and New York Apple Association

NYAA recently launched its Grower Content Program to give consumers a unique, behind-the-scenes look at life on New York apple farms. Through short-form video content, growers showcase the work that goes into producing New York apples, covering topics ranging from orchard management and seasonal activities to harvest preparations and everyday farm life, according to NYAA Chief Executive Susan Chekow Lusignan.

“The program connects consumers with the people behind their food, builds trust and celebrates the growers and communities that make New York’s apple industry one of the largest and most respected in the country.”

“Consumers increasingly want to know where their food comes from and who grew it, and this gives them a genuine, ongoing window into that world,” Wafler stresses. “It’s just the beginning of what we see as an important bridge between growers and consumers.”

Retailers who establish a link with New York growers can make a connection with consumers who want to feel confident in the wholesomeness of their food, agrees Jessica Wells, executive director of Crunch Time Apple Growers, Newark, NY.

“Highlighting our growers helps create that personal connection and reinforces the authenticity of New York apples. It also strengthens the local story, which resonates strongly with shoppers in our core markets.”

Next Big Thing Cooperative, Emmaus, PA, is the growers’ cooperative responsible for marketing and commercializing the SweeTango apple. Executive Director Jennifer Miller says reference to growers is increasingly important as consumers become more concerned about food origins, as well as who produces it.

“Putting a face behind the product creates trust, authenticity and emotional connection. New York’s apple industry is made up of many multi-generational family farms, and their stories resonate with shoppers,” she says. “Grower features, orchard photography videos, and behind-the-scenes content help consumers appreciate the care that goes into producing a premium apple.”

“Putting a face behind the product creates trust, authenticity and emotional connection. New York’s apple industry is made up of many multi-generational family farms, and their stories resonate with shoppers.”

— Jennifer Miller, Next Big Thing Cooperative, Emmaus, PA

She says marketing and merchandising should combine traditional retail promotions with digital engagement.

“Circulars and weekly ads continue to play an important role in driving awareness, particularly during peak apple season,” says Miller, “but today’s consumers are also heavily influenced by digital content, social media, and online shopping environments.”

SweeTango maintains a robust consumer marketing strategy that includes everything from social media advertising and influencer partnerships to retail merchandising support, and sampling and experiential events.

“The objective is to create awareness before consumers even enter the store, then provide retailers with the tools necessary to convert that interest into a first purchase and then repeat purchase,” says Miller.

Alisha Albinder, vice president, Hudson River Fruit, Milton, NY, says consumer outreach should focus clearly on core priorities.

“Sharing grower stories helps build trust, authenticity, and emotional connection. As a fourth-generation, family-owned company, we believe highlighting the people behind the product helps consumers better understand the care, expertise, and commitment required to produce high-quality apples.”

WHERE WELLNESS COUNTS

Although the connection to the land offers consumers a sense of well-being, nutrition and wellness are also major messages, Miller says.

“Many people are replacing traditional meals with smaller snacks throughout the day, and apples are perfectly positioned for that behavior.”

Crunch Time’s Wells says effective marketing can generate demand in an apple category that has been relatively flat.

“Younger consumers, especially, are looking for products that fit into snackable lifestyles, and that’s where premium apples, like SnapDragon, really shine,” she says.

Crunch Time works with retailers to tailor programs in ways that attract shoppers, including point-of-sale materials highlighting flavor and usage, as well as secondary displays and promotional fixtures, co-branded campaigns and digital support, and training and information.

Hudson River Fruit marketing plans include supporting customers with point-of-sale materials, display bins, signage, digital assets, social media content, retailer-specific promotions and seasonal merchandising programs. “We also work closely with customers to develop variety-focused promotions that help differentiate the apple category and drive incremental sales,” Albinder says.

Outreach also should include educational content that underscores important apple characteristics, she adds. As the variety mix continues to expand, helping consumers understand the differences between apples becomes increasingly important and can lead to higher overall category sales.

“Flavor descriptions, texture characteristics, recommended uses, storage tips and nutrition messaging help shoppers confidently select varieties that meet their preferences,” says Albinder.

Yes! Apples developed a consumer marketing campaign, dubbed “Eat More Apples,” to emphasize the case for apples, particularly the wellness case, at a time when consumers have embraced GLP-1s in the quest to maintain healthy weights.

“We work very carefully with our partners, either with our own brand Yes! Apples or with our partners’ private label,” says Kaari Stannard, president and owner of Yes! Apples, Glenmont, NY.

The team works to grow awareness of varieties and where to find them, via its social channels and through email. It also works closely with influencers to show the value and nutrition of eating an apple, and supports coupons and displays to grab consumers’ attention at retail.