This time of year would be incomplete without apples. Baking, cooking, entertaining…you name it, the apple will find itself at the center. Recent years have seen a resurgence in variety and flavor, offering retailers more options than ever before. With a dizzying array of merchandising tips, seasonal updates, and more, our supply-side savants offer insights into making this staple category shine….
“It’s that time of year when apple displays are front and center, and the full mix of varieties is becoming available again. This crop brings larger volumes of conventional and organic Honeycrisp, and increases in organic apples like Gala, Fuji, and Cosmic Crisp®. Honeycrisp is a highly sought after apple by consumers and can sell at higher price points on promotion. The best merchandising strategy for apples during the winter and spring season is to run multiple varieties on ad, and do so consistently each month to move the whole category forward in volume and dollars. Stemilt has Lil Snappers® kid-sized fruit and sustainable 4-packs of apples for additional sales boosting options.”
“CMI is delivering a larger apple crop this season, with strong promotable volume across the board. America’s favorites—SugarBee®, Envy™, Ambrosia Gold®, and more Honeycrisp—are ready to shine, while Cosmic Crisp® has stabilized into a reliable promotional powerhouse. Kanzi® takes center stage as the star of holiday baking, and KIKU® offers a refreshing sweet start to the New Year. Retailers can drive sales with American Dream, pairing impactful packaging with charitable tie-ins, and energize younger shoppers through our new Apple Crush app, which helps them find their perfect apple match, encouraging trial and trade-ups.”
“It’s November, and Rainier is wrapping up our long harvest season! We’re excited for the year to come, full of premium Honeycrisp, year-round organics, and crunchy Cosmic Crisp® and Envy™ apples! As a family-owned and run business, we spent the last growing year obsessing over the details to produce a full menu of crunchy, tasty fruit. We encourage retailers to lean into peak apple-selling season and to please ask Rainier sales how we can support!”
“With value, flavor, and nutrition all in one, apples are the perfect choice for budget-conscious shoppers. It’s important to educate consumers on the versatility, flavor profiles, and health benefits. Consumers are now offered more varieties than ever, which is not only overwhelming for them but also for retailers. Approaching the category holistically can be challenging for buyers and category managers when suppliers are too focused on promoting single varieties. At FirstFruits Farms, we not only offer the best varieties from Washington and Michigan, but we also partner with retailers on category strategies that keep apples easy to shop and profitable across the board.”
“Keep your apples refrigerated as much as possible and displayed prominently at the front of the department. Shoppers often buy produce on impulse, so you want to capture their attention right away. It’s also important for retailers to take the time to offer descriptions on the different varieties to give shoppers an idea of what the apples taste like. You can’t assume that people will know what a Rockit™ or a SugarBee® or even a Honeycrisp will taste like. You have new consumers entering the produce department every year, and these new shoppers are increasingly experiential. It’s essential to have at least a QR code that directs users directly to a landing page with information on the eating qualities of the apple and how to use it. You want to take all of the ‘purchase’ mystery out of an apple experience.”
“Education remains one of the biggest barriers to apple purchases. Many shoppers don’t realize that three bi-color apples on the shelf next to each other may all be different varieties—or that apples are full of health benefits often overshadowed by ‘too much sugar’ myths. In today’s fast-scroll world, simplicity is everything. Clear tools like quick health facts at store level, sweet-to-tart scales or usage charts help take the stress out of choosing, making it easy to wade through an ocean of choices, allowing consumers to enjoy apples with confidence.”
“ENVY™ apples are more than just apples—they’re an indulgent experience meant to be savored. As one of America’s leading premium apple brands, ENVY continues to outperform, achieving strong growth once again during the 2024–25 season, marking five consecutive years of upward momentum. This sustained success reflects the brand’s premium positioning and the growing demand from shoppers who aren’t just reaching for any apple—they’re reaching for something better. Something exceptional.”
“Fall in New York cannot be beat—first and foremost, it’s apple season, but it’s also football season! At Crunch Time, we’ve combined two fall favorites with SnapDragon® being the official apple of the Buffalo Bills, making fall even better! I love sharing SnapDragon apples with the Bills Mafia at every home game; watching fans experience the flavor, juice, and Monster Crunch for the first time reminds those of us who work the games why we work so hard to grow and market our apples! I also coach our local high school cross country team and absolutely love the excitement of the athletes when I bring apples to practice or a meet—they truly cannot get enough SnapDragon apples!”
“Fall harvest brings a bounty of apples, cider, caramel-dipped treats, and crisp air that stirs warm memories. Today’s shoppers want more from their shopping experience—they want inspiration for on-the-go snacking, creative pairings, and easy enjoyment at home. Highlight apple varieties so consumers know which are sweet, tart, or somewhere in between. Offer choices with bulk, poly bags, pouches, and totes to make shopping fun and convenient. Share recipes like hot cider with cinnamon, apple muffins, or apple crisp—complete with ingredients—to spark simple fall moments. New York State apples deliver a full spectrum of flavor. Discover them at ApplesFromNY.com.”
