U.S. growers and marketers ready for 20% bigger SweeTango crop

U.S. growers forecast 20% more SweeTango apples for the 2024 forecast, which will allow the marketing season to stretch longer this season.

They also report that apples will be bigger, juicier, and available in good volume for bulk display or in consumer bags, according to a news release.

“We’re harvesting and packing SweeTango apples in Washington state and excited about the volume and quality we are seeing so far in the new crop,” Brianna Shales, marketing director for Wenatchee, Wash.-based Stemilt Growers, said in the release. "SweeTango consistently ranks in the top 10 apple varieties in October, which is one of the biggest apple promotion months each year. With increased volumes of SweeTango, we can delight SweeTango fans even longer with additional promotions and activity at the point of sale into the winter months that will highlight its fantastic crunch and honey-sweet flavor.”

SweeTango’s consumer base enjoys the sweet, citrusy and honey-spiced flavor, plus the apple’s award-winning crunch, the release said.

“SweeTango is an apple that sells itself. It hits all five senses, from premium taste to strong shelf appeal, [and] it is that consistency consumers look forward to year after year,” said Shelby Miller, sales and marketing specialist for Sparta, Mich.-based Applewood Fresh.

Kaari Stannard, president and CEO of Glenmont, New York-based Yes Apples, said SweeTango will be sought after as a great snack option for kids.

“Parents always come back for more because their kids actually finish them,” Stannard said in the release. “Everyone will be filling their carts with crisp, sweet and zesty, so stock up to keep customers smiling."

Retailers are advised place orders now with their SweeTango sales desks to make sure they have fruit when customers are looking for it. Growers said they will start shipping SweeTango apples from throughout the country soon after Labor Day.

SweeTango’s top priority is to reach new consumers with in-store activations, the release said.

“Our season is starting earlier and sticking around longer, and we’ve been growing to match that demand,” said Brian Coates, vice president at Applewood Fresh. “We are here to help retail create excitement around SweeTango to drive sales and build customer loyalty.”

To alert longtime consumers that SweeTangos are back in the market, while also creating awareness among new shoppers, the brand said invests in digital video advertisements geo-targeted to SweeTango retailers’ markets. A store locator on the brand’s website, SweeTango.com, helps consumers find SweeTango retailers near them.

SweeTango said it uses its strong social media presence across platforms to activate its consumers. Efforts are aligned to activate a wider range audience, including millennial and Generation Z consumers who love consistent and exceptional apples and are known to remain dedicated to brands they believe in, according to the release.

Each respective sales desk will layer on its own regional marketing activities, including Apple of the Month in-store promotions from the West, influencer outreach in the Midwest, and from the East cross-merchandising, e-commerce highlights, sampling, coupons, visibility in a pop-up grocery store and online ordering, the release said. SweeTango said its new packaging also will be showcased this season on high-engagement social media platforms, so shoppers know exactly what to look for in stores.

"We’re excited about our new packaging design that will absolutely engage shoppers,” Jen Miller, Next Big Thing executive director, said in the release. “Our range of package options meets any of your store’s needs for both conventional and organic apples. Even more exciting, we’ll be launching a new packaging-focused social campaign this season to promote engagement with our brand in stores, making sure that all SweeTango fans stay in-the-know about where to find and buy their favorite apple. That means your stores can anticipate more demand than ever.”

Retailers can locate their region’s SweeTango sales desks through the SweeTango website. In addition to the regional U.S. sales desks, SweeTango sales in Canada are handled by Scotian Gold and Quebec’s Jean-Yves Boileau et Fils.