Strong Pazazz apple crop presents retail opportunities

Honeybear Brands says it expects another strong season for its exclusive apple brand, Pazazz.

With bold flavors and high eye-appeal in-store, retailers can build a premium apple program around this ruby red, juicy, sweet and tangy apple with an explosive, loud crunch, according to Honeybear.

This year’s crop is being harvested and packed across Honeybear’s facilities in Washington, Minnesota, Wisconsin, New York and Nova Scotia. It will provide retail partners with peak-of-harvest flavor and long-term supply as Pazazz is an ideal storing apple delivering a year-round quality apple-eating experience, according to a news release.

Honeybear said Pazazz also offers an essential component of good gut health, and by delivering an estimated 4.4 grams of dietary fiber, apples and their fiber-rich peels are positioned to take the lead in the growing fiber conversation.

Honeybear says it is launching a public relations effort that includes media outreach and influencer engagement, along with a paid media campaign that will reinforce the fiber and health connection message with Pazazz apples.

“Apples have seen a drop in consumption with younger consumers. We need to turn that trend around and give them a reason to choose apples first for a variety of eating occasions. We know health-conscious consumers choose their produce based on health benefits and convenience, something apples has in spades,” said Don Roper, vice president of sales and marketing for Honeybear Brands.


Apples, the second banana

According to USApple industry data, apples are second behind bananas when it comes to the most consumed fruit.

Honeybear says it is supporting the apple industry's collaborative effort to increase apple consumption — a push to drive top-of-mind awareness of apples with consumers, leaning into the fruit’s health and wellness benefits such as fiber and gut health, hydration and recovery and mood-boosting attributes.

In addition to being a high-impact health component to a daily diet, apples are portable, making them a great on-the-go snack or in school lunches, the release said, adding that apples can be easily incorporated into salads or cooked in side dishes or desserts. With multiple taste profiles and colors, there’s an apple for almost every shopper’s preference, according to Honeybear.


Partnership to combat hunger

Reaching younger consumers is one reason why Pazazz is teaming up with professional hockey standout Taylor Heise to “Assist Second Harvest Heartland," according to the release.

During the “Assist Second Harvest Heartland” campaign, Honeybear says it will donate 600 pounds of apples each time Heise feeds a teammate an assist — otherwise known as an “apple” in hockey — this season.

"Apples help fuel our bodies. And who better than an elite athlete like Taylor Heise to remind health-conscious audiences about the health benefits of apples? Taylor’s fan base is comprised of that younger audience, and she has a genuine desire to be part of a cause marketing effort to combat hunger,” Roper said. “Women’s sports are having a big moment, and we are excited to celebrate that while attracting new apple consumers and donating to a good cause.”

Retailers carrying Pazazz benefit from this partnership halo via social media, public relations and in-store assets, according to Honeybear, as Pazazz gets extra ice-time with hockey fans all season.

More information can be obtained by visiting the Honeybear booth, No. B2049, at the upcoming International Fresh Produce Association Global Produce and Floral Show in Atlanta.