CMI Orchards’ recent partnership with Starr Ranch Growers adds exceptional organic fruit to an already impressive portfolio, says Rochelle Bohm, vice president of marketing for the Wenatchee, Wash.-based marketer.
CMI Orchards carries a large selection of high-flavor, branded and core organic apples, pears and cherries, she said.
“The perfect weather of cool nights and warm days made premium growing weather, and the condition and quality of all our fruit looks excellent,” she said.
Bohm said the marketer’s Daisy Girl Organics line is easily recognizable and highly trusted.
“Shoppers know instantly that the fruit in this packaging is something that they can feel good about buying,” she said. “We’re the perfect one-stop [shop] for retailers looking to get all that they need in one place.”
With its diverse manifest, CMI can stretch many of its varieties, including organic high-flavor varieties, year-round, Bohm said.
“We’re dedicating more and more acreage to organics year over year with the intention of being able to offer the best-tasting fruit all year long,” she said.
At retail, Bohm said CMI’s Flavogram is perfect for educating shoppers on varieties similar to their more typical favorites. That understanding gives consumers the confidence to branch out to newer apple varieties and compare “apples to apples,” she said.
“Coupled with high-impact graphics and POS materials, this is great for gaining incremental sales in the produce department and capturing return purchases once people get hooked on the high-flavor branded varieties that give them a more elevated eating experience from their usual go-to,” she said.
Packaging awareness
Over time, consumers are becoming more conscientious about their shopping choices and want to make purchases that they know they can feel good about, Bohm said.
A recent McKinsey report study estimated around 50% of consumers are willing to pay a premium for products that come in sustainable packaging, she said.
“Enhancing transparency and trust for consumers, such as incorporating technology like QR codes for traceability and information about the product’s origin, is also a big demand,” Bohm said.
“Our award-winning Relax program covers all of the bases that shoppers are looking for, from concise messaging that resonates with both the practical and emotional to the Midori Bio additive that’s blended into the pouch bag’s material, speeding the biodegradation process from centuries to just a few years," she added.
Additionally, plastic reduction has become crucial, with an emphasis on smaller servings and convenient packaging, Bohm said.