Page 38 - Index

nMICHIGAN GROWN: LOCAL IS FRESHER
Promoting this fruit as local and fresh is the linchpin to a successful merchan- dising program.
“We have signs in our stores in both Michigan and Wisconsin that say ‘support the local apples,’” says Jim Weber, produce director at Brillion, WI-based Tadych’s Markets, an independent chain with six full-service supermarkets in Michigan and Wisconsin. . “We’ll display them next
to the caramel apples, and some-
times we’ll have some recipes.”
The peak time for Michigan apple promotion at the Tadych’s stores is the beginning of October.
“Leverage the power of local,” advises Angela Sommers, marketing director at BelleHarvest, Belding, MI. “If we want to have a successful Honeycrisp program, we need to provide the right packaging for every budget. Consumers know the ‘Honeycrisp’ name, and it’s important that we stay consis- tent with flavor and quality. We also need to carefully consider all the varieties we are offering to consumers because it’s causing confusion at retail.”
Because the brand matters, it is
helpful to maintain the supply of
Michigan apples over as long a season as possible.
“It’s critical that we keep our local stores supplied with Michigan fruit as long as can,” says Sommers. “The benefits to a retailer, from a freight perspective, are far greater than bringing fruit in from the East or West Coast.”
Shippers help to connect consumers with the Michigan apple growers and their delicious product.
“Our team at Applewood Fresh is constantly updating marketing programs to help propel apple sales,” says Antonia Mascari, vice president of marketing at Applewood Fresh, Sparta, MI. “It’s not just a one-size-fits-all approach; we tailor programs to fit each customer’s needs. To increase sales, retailers need to create large, eye-catching apple displays. It’s important to have signage for each apple — whether it’s an info card with nutrition, creative uses, or the origin of the apple or meet the grower at the point of sale.”
Another important source of promotional help is the Michigan Apple Committee, which gets high marks in this regard from the shippers.
“The committee does a great job of supporting the Michigan apple growers,” says Sommers. “They are working hard each day to ensure that a Michigan apple is in the right place at the right time. The marketing programs they promote are effective and help increase consumption each year. They are always pushing new and innovative ways to reach the retailer and consumer.”
The committee is always looking for original ways to emphasize the geographic origin of the fruit.
“Marketing the fruit with its origin is important to us,” says Diane Smith, execu- tive director of the Michigan Apple Committee, Lansing, MI.
. “Consumers are loyal to Michigan-grown apples, and we feel it is important for them to be informed about where their fruit comes from. We want to help them find Michigan apples.” These consumers are loyal first and foremost to fruit that tastes great, and fruit that has a good mouth feel. pb
MonArk cross as a test for the past three years. An agreement has been signed with Stemilt, a family-owned fruit tree growing, packing and shipping company based in Wenatchee, WA, to plant signi cant acreage of the variety in two locations in Michigan. More Kanzi and Evercrisp are available because of an increase in production of young orchards.”
Other major shippers are also constantly looking at new varieties.
“We are constantly working together to produce the very nest apples — our growers, Applewood Fresh and our valued customers,” says Mascari. “We are always looking for new varieties to plant. We have strict standards so only the best quality apples come to fruition.”
e top three have been constant for a while, but the complementary varieties can be shifting.
“Michigan growers try to stay competi- tive with their varietal mix to keep up with consumer and retail demand,” notes Smith. “ is means we’ll likely see varieties like Rome and Jonathan reduced in production to make room for more Honeycrisp, Gala, and Fuji, as well as some managed varieties that are grown here in our state.” pb
38 / SEP TEMBER 2019 / PRODUCE BUSINESS