The U.S. Apple Association said inventories as of December 2023 were up about 33% over this same time last year. Buoyed by a supersized crop this year, marketers say this season promises to offer retailers ample opportunities to put the spotlight on apples.

To get a pulse on the apple industry, The Packer interviewed growers and packers in key apple-producing states — such as New York — to learn about the opportunities available for retailers this season.

Related: Following another large crop, Michigan apple experts offer insight for retailers

New York

Production in New York dipped slightly in 2023, said Cynthia Haskins, president and CEO of New York Apples. Orchards in the Empire State suffered frost damage following a late spring freeze.

Haskins said New York growers take pride in vying for the No. 2 spot in apple production in the country, and they look ahead to the next season to rebound.

“We look hopeful for '24,” she said. “We have a good mix of different apple varieties that are out there, even though we did have a lower production than the previous year of about 4 million bushels.”

Challenges

Haskins said securing retail space has been a challenge for the produce industry.

“When the apples normally exported remain in the U.S., those apples go somewhere,” she said. “It makes it more competitive for all of the apple packers and shippers to fight for that space on the retail shelf space.”

Haskins said apple packers and shippers also face challenges in getting consumers to understand the unique varieties of apples available and the flavor profiles of these varieties. However, Haskins said, this is an opportunity for New York Apples to use specific marketing strategies.

Related: Washington's apple crop rebounds, giving retailers promotion opportunities aplenty

Variety report

Haskins says gala remains a popular apple in terms of sales. Fuji and rome are two other noteworthy classic varieties.

“We have seen consumers be more sensitive to price this year,” she said. “I think most retailers would speak to that. That’s where having a good diverse crop mix of apple varieties is important this year, because everybody’s a little bit uncertain about the economics.”

Haskins said New York-grown mcintosh is a staple for retailers.

“We get a lot of phone calls, particularly for the mcintosh,” she said. “Once somebody is a mcintosh lover, in particular, from New York, that’s what they must have. And they ask, ‘Where can I find the mcintosh?’”

Newer varieties, including EverCrisp, SnapDragon, Ruby Frost, SweeTango and WildTwist also gained popularity, Haskins said.

“New York-grown SnapDragon has gained traction over the last few years, mainly because of all the great promotion work that the Crunch Time Apple Growers have done that we get to collaborate with to promote that wonderful apple,” Haskins said. “We have a lot of retailers across the country that get behind New York apples because they know that the flavor does bring repeat sales.”  

Marketing

Haskins says New York Apples will promote apples as a healthy choice at the start of this year. Its Apple Ambassador program will work with 25 registered dietitians to tout the advantages of apples, especially New York apples. The organization hopes to expand the program beyond dietitians.

Another part of marketing in 2024 will be closing the loop on apple growing, she said.

“Consumers not only want to know where their food comes from, but they also want to know how it comes about,” Haskins said. “I think it’s an opportunity for all of us in the fruit and vegetable industry to educate consumers who may not have the luxury of seeing something grow from a seedling all the way to a food product.”

And a critical part of marketing New York apples is highlighting the distinct flavor profiles of the varieties grown in the state, Haskins said.

“Letting consumers know which apples are a little tart, which are a little sweeter and everything in between,” she said. “We’re certainly going to be focusing on some healthier recipes. There are so many different varieties out there that [consumers] have a lot of selection.”