The 1-2-3 Way To Sell More Eastern Apples

Eastern states rank among the top 10 US apple producers.

American pioneer nurseryman, John Chapman, better known as Johnny Appleseed, planted his first nursery south of Warren, PA, in 1797. Today, while Washington, New York and Michigan are the top three U.S. apple growers, Eastern states, such as Pennsylvania and Virginia, rank among the top 10 U.S. producers of this fruit, according to the USApple Industry Outlook 2024 report by the U.S. Apple Association in Falls Church, VA.

“This season is expected to be robust, with about 250 million cartons across all regions for fresh consumption. About 40% will be grown east of the Mississippi,” says Myles Chasser, fruit buyer for Four Seasons Produce Co., in Ephrata, PA, which sources apples predominantly from New York, Pennsylvania and Virginia.

This backyard supply is good news for East Coast retailers, as nearly two-thirds (64.4%) of the U.S. population reside east of the Mississippi River, according to 2022 U.S. Census Bureau data.

“The East Coast is extremely important to our apple program, especially during the fall,” says Mathew Blair, produce category business manager for Northeast Shared Services, based in Schenectady, NY, which supports the retail operations of Price Chopper, Market 32 and Tops Friendly Markets.

“New York-grown apples are a seasonal highlight for our stores,” he says. “Their proximity enables faster delivery, better freshness, and lower transportation costs, which we can pass on to customers through competitive pricing.”

Selling more East Coast apples at retail is all about knowing the seasonal forecast, what’s available, and the best way to promote.

1. 2025-2026 AVAILABILITY SNAPSHOT

New York State is expecting a larger crop than last year’s total of 31 million bushels, which was up 5% over the state’s five-year average, based on data shared by the New York Apple Association (NYAA) in Fishers, NY.

“New York State experienced a lot of rain earlier in the spring, followed by warmer temperatures, and apple sizes are shaping up nicely in the orchards,” says Cynthia Haskins, president and chief executive officer. “Apple harvest will begin in mid-to-late August and continue through the first week of November.”

Despite a brief April freeze, bloom and thinning conditions rebounded in Pennsylvania, supporting a strong fruit set in key apple varieties, according to Penn State Extension at The Pennsylvania State University, University Park, PA.

“By all indications, we expect a large crop of apples, similar to two years ago,” says Chris Sandwick, director of marketing for Hess Brothers Fruit Company in Lancaster, PA.

U.S. Apple reported Pennsylvania’s 2023 crop at 13.1 million bushels.

“During peak harvest time, apples are picked, packed and shipped within three days, something that our coastal partners highly value,” says Valerie Ramsburg, in sales and marketing at the Rice Fruit Company in Gardners, PA.

Eastern apples benefit from strong packing, storage, and controlled-atmosphere technology, enabling extended availability.

“Pennsylvania apples, with proper storage, can remain in fresh-market supply close to seven to eight months annually, often from August through March,” says Michael Keefe, commodities program manager for the Pennsylvania Department of Agriculture (PDA), Bureau of Market Development, in Harrisburg, PA.

Locally and regionally grown has become a core marketing and promotional pillar for Eastern U.S. apples, especially those from Pennsylvania. Mid-Atlantic and Northeastern chains like Giant, Weis, Wegmans, Redner’s, and Whole Foods often highlight ‘Local Apples from PA’ during seasonal promotions.”

— Michael Keefe, Pennsylvania Department of Agriculture, Bureau of Market Development, Harrisburg, PA

Virginia’s 2025 apple growing season began challenged by a frost event in April, which is likely to result in a 40% to 60% crop loss of some of the earlier-maturing varieties.

“The loss is not even across the state, and some of the areas that have later maturing varieties were less impacted than other regions,” says Jim Atwell, marketing specialist in the office of domestic marketing, Southwest Virginia, for the Virginia Department of Agriculture and Consumer Services and Virginia Apple Board, Charlottesville, VA.

“The previous two growing seasons were above average in production, and the carryover of apples in cold storage has been a challenge for some larger growers to move,” he says.

“Even with the lower production expected this year, I believe there will be adequate volume, and apple growers will probably shift even more apples toward the fresh market instead of processing.”

Lower volumes of North Carolina apples are expected this year due to freeze damage, says Laura Levene, executive secretary of the North Carolina Apple Growers Association in Edneyville, NC, and the Blue Ridge Apple Growers Association in Hendersonville, NC.

Also, Levene says widespread hail, especially in Henderson and Polk counties, in the southwest part of the state, has affected quality. “Last season was a large crop overall, although some did not get harvested due to the hurricane midharvest.”

North Carolina produces, on average, 4 million bushels of apples annually, according to NC State Extension Homegrown data.

2. SWEET CHOICE OF SKUS

East Coast retailers continue to rely on core varieties, like Honeycrisp, Gala, Fuji and Granny Smith, says Rice Fruit Company’s Ramsburg. “These varieties deliver on both consumer demand and grower performance, and they remain the foundation of our program, offering flavor and consistency.”

Some varieties, like SnapDragon, RubyFrost and EverCrisp, were bred specifically for performance in Eastern growing conditions, Ramsburg adds. “Their natural fit with our climate, combined with growing consumer curiosity, makes them compelling additions to the apple category, especially during fall and winter promotions.”

Wild Twist, a high-flavor cross between Honeycrisp and Cripps Pink, was introduced by Hess Bros. in 2020. The apples are harvested in late October, stored as flavor develops, and last into July.

“While not quite mature, we continue to have additional volume every year to support the growing retail sales,” says Sandwick. “This past season, we made it into 49 states, Washington, D.C., and Puerto Rico, missing only Hawaii. Wild Twist gives our retail partners a premium apple in a time of year where the category (and category dollars) tends to flag a little.”

McIntosh, Empire and Cortland are apples predominantly grown on the East Coast, and they are top sellers. Older varieties, such as York and Stayman, are still popular in Virginia.

“A niche apple in our region that garners its namesake from within our state is the Albemarle Pippin, a historic ode to Colonial times that is still revered in cult-like fashion today,” says Joseph Strippoli, in horticulture and sales at Shenandoah Valley Orchards, which works closely with wholesaler, Bowman Fruit Sales, both in Timberville, VA.

Along the East Coast, “there is an increasing demand for organic apples, but bugs and fungus prevent most commercial organic production,” says Four Seasons Produce’s Chasser.

Approximately 40% to 42% of Eastern apples are sold in pre-packaged bags or pouches, versus 58% to 60% in bulk, a shift that mirrors national trends, says the PDA’s Keefe. “Pouch-style bags (e.g., 3-, 4-, 5-pound) are gaining traction for their grab-and-go convenience and protection — perfect for snack-sized or premium apples.”

The East Coast is a little slower to adapt to new packaging, due to the smaller nature of family-owned farms and the associated production costs, adds Chasser. “One of the trends we are seeing from out west is four-pack recyclable cardboard trays. We also see companies trying to use better-for-the-environment plastics in their bags.”

3. MARKETING & PROMOTION

Marketing and promotion of Eastern apples on the Eastern Seaboard is especially important to the industry, says Shenandoah Valley Orchards’ Strippoli. “We ship from New York to South Florida and as far west as Mississippi, and continue to grow our geographic area, focusing on the coastal regions. This is possible due to our high-quality standards and the East Coast’s reputation for the best-tasting apples.”

Displays are key to spotlighting Eastern apples.

“We often create large, high-impact, front-of-department displays during peak season, using bins and décor to create visual interest,” says Northeast Shared Services’ Blair. “We also cross-merchandise apples with caramel dip, apple cider, and apple cider doughnuts when in season. Signage featuring the farm name or state of origin helps create a local connection and boosts impulse sales.”

The NYAA offers custom-designed display shippers and signage as part of “The Big Flavor” campaign to promote New York apples. These displays are used to showcase a variety of apple packaging, including totes, poly bags, pouches and bulk displays.

The campaign also includes digital billboards, mobile billboards on buses, and social media marketing to target consumers in New York City and other markets where New York apples sell.

Shoppers are also drawn to locally grown items, so Eastern apples help us tell a strong local story in the produce department.

Mathew Blair, Northeast Shared Services, Schenectady, NY

Promoting “locally grown” is not a side note — it’s a competitive edge, and its importance has only increased over the past decade, says the PDA’s Keefe. “Locally and regionally grown has become a core marketing and promotional pillar for Eastern U.S. apples, especially those from Pennsylvania. Mid-Atlantic and Northeastern chains like Giant, Weis, Wegmans, Redner’s, and Whole Foods often highlight ‘Local Apples from PA’ during seasonal promotions.”

Virginia-grown apples are featured at Food City, a 130-store supermarket chain owned by K-VA-T Food Stores, Inc., headquartered in Abingdon, VA.

“Part of Farm to Food City, a program that focuses on providing our customers with the freshest ingredients, is sourcing Virginia apples,” says Joe Greene, vice president of produce and floral operations. “We source Gold Delicious, Fuji, Granny Smith, and Pink Lady in 3-pound bags and Gala and Red Delicious in 5-pound bags, and display them at the front of the produce department, which we call our ‘fresh first’ display. There are placards with names and photos of the apple farmers and their families. We’ll carry Virginia apples from early September to the first of the year, because that’s what customers look for.”