Hardly any fresh produce category has exploded with varieties as much as the apple category has in the last 10 years.
So, how do you merchandise the dizzying number of Eastern varieties, and what are Eastern growers planning, based on evolving consumer demand at retail?
“When I think of Eastern apples, I think of carrying those classic Eastern varieties,” said Brian Dey, senior merchandiser at Four Seasons Produce, Ephrata, Pa. He helps produce managers design their stores across the Northeast.
“Mcintosh, macoun, cortland, rome and jonagold all should have a spot on the counters,” he said. “Later-in-the-season varieties, such as SnapDragon, EverCrisp and RubyFrost, have recently become consumer favorites, as well, and apples that your customers will be looking for.” Merchandising these apples in tote bags is an excellent way to move fruit, as it offers a quick, convenient pack for shoppers to grab and go.
Related: Eastern apples coming in hot, sweet — and right on time
“They also do add a bit of a farmers market atmosphere in your departments,” Dey said.
Macs, jonagolds and romes are great baking apples, so consider the cross-merchandising opportunities there in retail displays. Tie together pie ingredients, such as pie crusts, flour, sugar, cinnamon and more. Offer recipe cards on displays, too.
Adjusting offerings
Like other growers and shippers, Milton, N.Y.-based Hudson River Fruit Distributors takes feedback and sales data from customers and then uses that to consider crop adjustments.
“[It's] to ensure that we are growing the best varieties to satisfy our clients and their customers,” said Marcus Albinder, operations manager and marketing lead. “This year, we have removed our Zestar! and rome block on our Lais Farms and replaced them with Wildfire galas, which is an early season gala. It will take up to three years for these newly planted trees to yield [the] first mature-enough fruit to be picked.”
Lyndonville, N.Y.-based United Apple Sales and H.H. Dobbins' planting season was limited to gala and Honeycrisp, said Brett Baker, president.
“We focused more this season on preparing a large block for planting over the next two to three years. We expect to be planting heavier toward Pink Lady in the future,” Baker said.
New plantings of gala, Honeycrisp, granny smith and Pink Lady are coming into production this season for Rice Fruit Co., based in Gardners, Pa.
Photo: Courtesy of Rice Fruit Co.
“And we anticipate increased volumes in varieties that are newer to our mix, like Ambrosia, SnapDragon and EverCrisp,” said Brenda Briggs, Rice Fruit Co. vice president of sales and marketing. The company also has a loyal following for traditional core varieties, such as the Eastern golden delicious.
Recently ending its 2022 season in June with across-the-board sales increases, WildTwist is expected to nearly double in available volume this coming January to June 2023 season, said Ryan Hess, vice president of grower services for Hess Bros. Fruit Co., Lancaster, Pa.
Crunch Time Apple Growers is in the final year of its most recent SnapDragon acreage increases, so SnapDragon production will increase by 25% compared to last year's volume, and the variety should continue to increase steadily through the next couple of years, Executive Director Jessica Wells said.
Last season, SnapDragon sales were up more than 30% overall and 40% among Crunch Time's largest customers.
“We will continue to add SnapDragon acreage as needed to keep up with demand,” she said.
RubyFrost volume should be about the same this season, as most of the acreage is at full production.