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called SugarBee. SugarBee, an open Honey- crisp cross that originated in Minnesota, is large and round with bright red and yellow coloring and a super sweet flavor. According to Riggan, production is expected to top 100,000 cases, with an increase next year.
MAKE THE MESSAGE MEANINGFUL
With premium pricing attached to the newer varieties, working on getting high exposure at retail becomes extremely important. Stephen Flashing, vice president, Yakima Fresh, Yakima, WA, suggests doing an ‘Apple of the Month’ program, where two to three apples are introduced each month. “With numerous apples available at any given time, this gives the consumer a chance to try something new and still eat their favorite traditional apple.”
The focus on health benefits continues at retail by touting nature’s candy and attracting kids and parents. According to the American Institute for Cancer Research, apples and a few other produce items can help in the battle against certain cancers. Flashing says the entire produce department should continue to promote all its health benefits. “Nothing is wrong with eating a lot of fruits and veggies,”
he says.
In the international marketing campaigns
for the Washington Apple Commission, health is an important attribute, with a focus on the benefits of living a healthy lifestyle. The Washington Apple Commission’s Lyons describes the group’s strategy overseas, which is easily adaptable for domestic sales. “One campaign we use in several foreign markets is “Live Healthy, Love Life,” which features images of people engaged in fun activities, while enjoying Washington apples.”
Focusing on the highest quality and partnerships is the key to Chelan Fruit’s merchandising strategy. “Retailers have limited shelf space,” says Chelan’s Riggan. “In order for a variety to succeed, partnering with our existing customers to introduce signage and sampling programs is the most successful strategy for us.”
As packaging is playing an increasingly important role in consumer retail options, there is an increase in plastic pouch bags in the U.S. domestic market. Lyons notes,
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