Wenatchee, Wash.-based CMI Orchards is primed to supercharge summer sales this Fourth of July.
“CMI’s American Dream program offers a dynamic in-store merchandising opportunity, allowing retailers to give back to military charities,” Rochelle Bohm, vice president of marketing, said in a news release.
Bohm said patriotic holidays like the Fourth of July offer retailers special opportunities to honor veterans and support military families. A portion of proceeds from every box sold can be donated to a military charity of the retailer’s choice or to a cause CMI already supports, such as the Wounded Warrior Project, Soldiers' Angels, Operation Homefront and others, she said.
The American Dream program is highly customizable, and retailers can choose causes that are important to them and give back at a national or local level, she said.
“Our impactful patriotic packaging not only enhances shelf appeal, but also resonates with consumers looking to express their love of America during this significant and highly celebrated national holiday,” Bohm said.
Loren Foss, vice president of business strategy at CMI, recommends a powerful promotion strategy.
“This [Fourth of July], we’re spotlighting two high-flavor apples: Juici and Ambrosia Gold,” Foss said in the release. “These premium varieties, known for their exceptional quality and taste, are perfect for driving [Fourth of July] sales and maximizing charitable contributions.”
CMI’s Juici apples, discovered in Wenatchee by the Thomas family, offer a balanced sweet and tangy bite with crispness from their Honeycrisp lineage, according to the company.
Juici sales increased by 25% over the last 52 weeks, according to Nielsen IQ through May 18, 2024, Foss said.
“Retailers can leverage this success and tap into the popularity and strong performance of Juici throughout the summer,” she said.
Bohm said that, with their sweet, honey flavor, crisp bite, and slow-to-brown flesh, CMI’s Ambrosia Gold set the “gold standard” for Ambrosia apples.
“Introduced to the U.S. almost two decades ago, they continue to be a top choice for sweet, crisp apple lovers,” Bohm said. “Recently, we teamed up with Category Partners to conduct focus group surveys in blind taste tests, comparing branded varieties with legacy varieties. Participants consistently ranked Ambrosia Gold higher than its legacy counterpart, gala, across all key metrics including flavor, texture and appearance.”
In that survey, 85% positioned Ambrosia Gold in their top three apples of eight sampled, 75% preferred it to gala entirely and 35% claimed it was the favorite variety they tasted, she said.
Cherries are also available in the American Dream program, including red and rainier varieties, according to the release.
“Cherries are a summer sensation,” Foss said. “Their limited season creates a sense of urgency that drives impulse buys. We always suggest planning [Fourth of July] promotions early to secure volume and POS.”
Foss said savvy retailers know the importance of capturing impulse cherry sales by providing multiple in-store destinations in the produce department and at checkout for customers to snatch them up while supplies last.
As the Fourth of July holiday approaches, CMI invites retailers to join them in celebrating the American spirit, the release said. Retailers can access CMI’s full suite of promotional materials and information about the American Dream program at cmidream.com.
