Wenatchee, Wash.-based Stemilt Growers saysthat Nielsen scan data shows potential for promotional opportunities for fuji apples this spring and summer
“If there was a time to put Fuji apples in the spotlight, this is the year to do so,” Brianna Shales, marketing director for Stemilt, said in the company's latest update “Volume is down 7% year over year between Sept. 1, 2023, and Feb. 24, 2024, with dollars down 14%.”
Shales said fuji apples consistently ran in the top three varieties for sales and volume from May to August. Stemilt said, using Nielsen data, fuji accounted for 13% of apple volumes and 12% of apple dollars sold between May and August.
“However, in July and August, fuji sales have historically spiked as high as 15% of apple volumes and 14.8% of sales. Strong promotional activity will grasp consumer attention,” she said. “The key is developing a robust promotion for fuji apples during the summer months to drive more volume for the variety.”
Shales also said Fuji is the No. 3 apple variety on the West Coast, making up 15.4% of sales.
“Pushing promotions in the West Coast region is going to be crucial to the success of fuji apples,” Shales said. “One thing we’ve seen retailer success with is selling fuji apples in 5-pound pouch bags for both conventional and organic. Bulk sales make up 54% of fuji volume and the remaining 46% is in bags or other packages. Carrying the 5-pound bag size serves the benefit of hands-off merchandising to create an enticing display space. You can also get larger fruit sizes in a 2-pound or 3-pound bag.”