A recipe for growing apple sales into a bigger piece of the produce pie.

Gone are the days when apple growers and retailers valued fruit that looked good and lasted long on the shelf. For the last two-plus decades, varietal development has focused on flavor and fracture, and for this, the apple industry earns an A-plus for building better-tasting apples and lots of them.

“Shoppers do look for and buy the better-tasting varieties of apples like Honeycrisp, Jazz, SugarBee, SnapDragon and Cosmic Crisp,” says Vince Mastromauro, director of produce operations for Sunset Foods, a five-store chain based in Highland Park, IL.

Yet, a stark reality exists: Fresh apple consumption is flat, and it has been for 40-plus years. Retail per capita availability of fresh apples was 16.5 pounds in 1970-71 and 15.8 pounds in 2022-23, according to U.S. Department of Agriculture (USDA) Economic Research Service data.

What will it take to really and consistently move the needle on apple sales and consumption? Here are six bites for thought:

1. MORE THAN AVAILABILITY

Crop size, or the sheer availability of apples, plays a significant role in sales and consumption. The 2024-2025 season is forecast to deliver nearly 259 million bushels, according to the August 2024 outlook from the U.S. Apple Association, in Vienna, VA.

“After the record crop and 99-cent per pound deals last year, we should see prices at a more normal $1.49 to $1.99 a pound and higher. This should help boost dollar ring,” says Jason Kazmirski, retail specialist for Charlie’s Produce, in Seattle, WA, which supplies several independent retailers in the Pacific Northwest (Metropolitan Market), as well as larger chains, such as Fred Meyer and Sprouts.

On the varietal front, fewer Honeycrisp, one of the main drivers of the apple category and among the highest price-per-pound apples on the market, will be available this season, according to USApple’s Outlook Report data. There will be greater volumes of Gala, the No. 1 selling variety in the U.S., and Cosmic Crisp, a newer variety that’s a cross between Honeycrisp and Enterprise.

“With Honeycrisp down, there is a big opportunity to replace sales with something with Honeycrisp parentage, like Cosmic Crisp,” says Brianna Shales, marketing director for Stemilt Growers LLC, in Wenatchee, WA.

SnapDragon is also a Honeycrisp cross, and this year’s crop volume is expected to be up by about 20%, compared to last year due to acreage planted in recent years coming into production, according to Jessica Wells, executive director of Crunch Time Apple Growers, in Lockport, NY.

“We will likely sell out of SnapDragon earlier than we did last season,” Wells predicts. “Even though volume is up, demand for SnapDragon continues to increase.”

The apple industry has cracked the code in storing high-quality apples until spring and summer. Yet the fact remains that the fruit is six to nine months or more post-harvest by this time. Plus, winter, spring, and summer are seasons when new crop of fruits like citrus, berries, stone fruit, melons, and grapes are vying for the shopper’s share of stomach. Perhaps not just availability, but sourcing areas might help boost apple consumption.

“Quality trumps quantity,” says Don Roper, vice president of sales and marketing for Honeybear Brands, in Elgin, MN, and a leading apple importer from the Southern Hemisphere. “One of the most impactful ways to maintain strong apple sell-through at retail is to ensure consumers purchase the freshest fruit available.

“With so many summer fruit options, consumers must have a great eating experience to keep apple demand strong all summer. Incorporating imports in the fresh fruit mix is a smart long-term strategy, as many domestic apples begin losing flavor and that crisp eating experience after months in storage.”

2. TRY ‘EAT AN APPLE A DAY’ 2.0

There are now marketing organizations dedicated to promoting new apple varieties. Yet, with that extra manpower and commendable creativity, apple consumption is flat.

“It might be a good idea to go back to the basic ‘eat an apple a day’ recommendation, not tied to any particular varieties,” says Austin Fowler, vice president of sales and marketing for Fowler Farms, in Wolcott, NY. “We are so keen to get consumers to purchase particular varieties that I think the industry has taken their foot off the fight of simply getting shoppers to buy and eat more of all apples.

“At the same time, growers have been keen to keep throwing new varieties out there, and I think consumers are the victim of confusion. So we’re fighting ourselves and disconnecting from the consumer.”

First, this means building “buy me” apple-a-day destination displays at retail to entice shoppers.
“Nailing the right SKU mix is crucial for maximizing variety and profitability without sacrificing sales to cannibalization,” says Joel Hewitt, vice president of sales at CMI Orchards LLC, in Wenatchee, WA. “Having a diverse, yet focused, selection that hits all consumer segments is key — striking that perfect balance between shelf staples like Gala and Honeycrisp and high-flavor standouts like Ambrosia Gold and Cosmic Crisp.”

“Having a diverse, yet focused, apple selection that hits all consumer segments is key.”
— Joel Hewitt, CMI Orchards LLC, Wenatchee, WA

Secondly, it’s all about telling shoppers about the variety in front of them and doing so quickly and simply.

“Spotlight and educate consumers on different flavor profiles and varieties. Our proprietary apple flavor tool, Flavogram, makes it easy for shoppers to compare apples to apples and discover new favorites, building confidence and driving trial and, ultimately, sales and repeat sales,” says Danelle Huber, senior marketing manager for CMI.

Manned sampling demos are another effective tool to educate shoppers on the differences in apples on display, adds Jennifer Miller, executive director of the Next Big Thing Grower Cooperative, in Emmaus, PA, which manages the SweeTango variety.

“Choices between commodity (Red Delicious, Granny Smith, Gala, Fuji) and managed varieties (SweeTango, Rave, SnapDragon, Envy) are all slightly different and appeal to different consumers. It is important to call out that diversity and innovation to help consumers get to the type of apple they like.”

3. SIZE (OF PACK) DOES MATTER

Bulk apples will always have a place on the shelf, says Kaci Komstadius, vice president of marketing for Sage Fruit, in Yakima, WA. “Consumers like to be able to have control over the number of apples or the number of pounds they are purchasing.”

However, she adds, “when it comes to bags, we have seen a considerable increase in demand for retail-specific, private-label designs. For the organic category, bags outsell bulk, and focusing on newer varieties in bags can certainly help tell the story.”

New York apple shippers offer a good mix of sizes and packaging this year, says Cynthia Haskins, president of the New York Apple Association (NYAA) Inc., in Fishers, NY. “We have seen an increased interest in poly, paper, and tote packaging, and the grab-and-go offerings are a good way to attract a solid price point in just one ring-up.”

Three-pound packaged apples have been a standard for years. Now, there’s been more of a trade down to 2-pounders to offer a better price point for higher-cost organic and new varieties of apples. Two-pound bags can leave a pound of apples on the shelf unsold with every purchase, while larger packs can promote greater sales of apples.

“We recently had a retailer request a 4-pound bag of apples. We now carry 3-, 4-, 5-, and 8-pound bags, and the larger packs can sell a lot of apples,” says Fowler Farms’ Fowler. “Totes too can move a lot of fruit, as these average 4.5- to 5-pounds of fruit.”

Beyond size, sustainable packaging may give some consumers a reason to pick up apples.

“We have an exciting premium offering that will be available in a 6-count compostable carton that is made from apple pomace,” says Honeybear Brands’ Roper.

4. OUT OF HAND IS ONLY HALF THE SALES

Eating a fresh apple by itself as a snack is probably the top way most consumers eat this fruit. However, sales and consumption could theoretically double if every shopper bought enough apples to eat out of hand and use as an ingredient. Apples in meals received a boost this fall from Cracker Barrel, a 600-plus unit restaurant based in Lebanon, TN. The casual chain declared that apples, not pumpkin spice, were its go-to flavor this fall. The four new apple-centric menu items are a Signature Fried Apple French Toast Bake, Southern Apple Cobbler, Granny Smith Apple Mimosa, and Granny Smith Apple Tea.

“Capitalize on opportunities to cross-merchandise, suggesting specific apples for cheeseboards, baking, saucing, or snacking depending on flavor profiles. Also, pair apples with seasonal must-haves like baking essentials and charcuterie items in the fall and salad kits in the spring and summer. Amp up engagement with QR codes linking to recipes, turning a simple purchase into an immersive experience that keeps customers returning to buy more,” says CMI’s Huber.

CMI’s Bohm adds that this year, retailers can join campaigns like “Bye-Bye Traditional Apple Pie,” positioning Kanzi as the ultimate baking apple. “It’s the perfect opportunity to inspire consumers to elevate their holiday recipes and try something new.”

Cross-departmental is another way to convey apple use as an ingredient. A retailer in the Northeast takes any bruised SweeTango apples to its bakery department, makes SweeTango bread, and puts the apple variety’s logo on the loaf.

5. HARNESS THE POWER OF PROMOTION

Creativity by apple growers, marketers and state associations is off the charts, and retailers can use these to drive customers to the apple display, whether participating in-store or echoing out-of-store promotions.

In-store, after the initial fall push, Riveridge Produce Marketing Inc., in Sparta, MI, moves into its Bite into a Healthier You initiative, according to Trish Taylor, marketing manager.

“Consumers think of apples in the fall, but as the year goes on, retailers can provide tips and suggestions to consumers. We have video, photos, and other assets retailers can utilize to highlight the great benefits of apple consumption.”

Outside the store, the NYAA hosts a way to get apples into consumers’ mouths. Started in 2012 and held each October, the FarmOn! Big Apple Crunch challenge encourages apple lovers and New York school students and teachers to simultaneously bite into a New York apple to promote local healthy eating. Hundreds of thousands participate each year.

Game time can also send customers to the store for apples.

“Our partnership as the official apple of the Buffalo Bills has certainly contributed to increased SnapDragon apple sales in the New York market,” says Crunch Time Apple Growers’ Wells.

This year, Honeybear Brands has partnered with professional women’s hockey star Taylor Heise during hockey season, which runs from December through May, according to Roper.

“During the ‘Assist Second Harvest’ campaign, we will donate 600 pounds of apples each time Heise feeds a teammate an assist, otherwise known as an ‘apple’ in hockey. Retailers carrying Pazazz benefit from this partnership halo via social media, public relations, and in-store assets, as Pazazz gets extra ice-time with hockey fans all season.”

6. DIGITAL IS INDISPENSABLE

Beyond the old standby of enticing customers to buy in-store, retailers today must be ready to capitalize on customers driven to the produce department via digital advertising and social media. The last five feet is everything when it comes to the path to purchase.

“Geotargeting digital advertising plays a significant role in promoting New York apples, along with specifically targeting markets for social media ads. We see more consumers are using digital couponing,” says the NYAA’s Haskins.

For Diane Smith, executive director of the Michigan Apple Committee, in Lansing, MI, it’s essential to reach consumers where they are. “Our target audience is women ages 25 to 54 who are the primary shoppers in their households. These individuals are particularly active on social media, Instagram and Pinterest. This fall, we are implementing a robust social media marketing campaign to increase the consumption of Michigan apples. For harvest 2024 and beyond, we are increasing our involvement with social media influencers to broaden our reach.”

Social media takes engagement to another level, says CMI’s Huber. “With recipe ideas, snacking tips, and health benefits on tap, we’re not just selling apples — we’re creating a community around them. Seasonal promos, behind-the-scenes peeks, and influencer partnerships amplify this reach, fueling trial and loyalty. Digital and social merchandising offer limitless possibilities, multiplying touchpoints that strengthen brand identity and position apples as the go-to choice. This new wave of apple merchandising is no longer just an option; it’s a game-changer.”