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For shippers such as Rainier Fruit, with its
relatively new proprietary varieties Junami and
Lady Alice, the introduction process begins
with being able to harvest enough volume.
“It’s incumbent on us to get production
up to commercial levels as soon as possible,”
says Tudor. “After that it takes a tremendous
amount of time and expense. You have to figure
out how you can get this apple, or at least a
taste of it, into the consumer’s mouth.”
For apple producers growing and harvesting
a new improved variety in volume, however, is
just the beginning of a long process.
“You have to focus your time and energy
to introduce it to the consumer,” says Fred
“There aren’t necessarily new techniques, but a
combination of demos, contests, secondary displays,
and category planning with retailers to determine
when to promote new varieties, and newer packaging
that includes pouch bags.”
— Chuck Sinks, Sage Fruit Company
Wescott, president of Honeybear Marketing
Co., Elgin, MN. “It’s expensive; it takes everything
from demos to media. You can’t just grow
it and they will come. It’s a collaborative effort.
Substantial acreage and markets for organic apples,
such as Columbia Marketing International’s Daisy Girl
Organics brand, are a significant part of the industry.
PHOTO COURTESY OF CMI
Once you have an apple, it’s a three-, four- or
five-year journey to do this.”
Retailers must play a major role in giving
customers an opportunity to make a decision
about new varieties.
“There aren’t necessarily new techniques,
but a combination of demos, contests,
secondary displays, and category planning is
used by retailers to determine when to promote
new varieties and packaging, such as pouch
bags,” says Chuck Sinks, president, sales and
marketing at Sage Fruit Company, Yakima,
WA. “If a retailer is carrying a new variety,
then call attention to it through signage or
secondary displays to give consumers an opportunity
to recognize it is something different
than the normal offering.”
The bottomline in introducing a new apple
variety, assuming it has the right stuff, is getting
enough customers to try it. “The trick is to
get the fruit in people’s hands as quick as you
can,” says Roger Pepperl, marketing director at
Stemilt Growers, Wenatchee, WA. “Promotion
will lower the barrier to trial, so ads are very
important. We do a lot of demo programs as
they also aid in the conversion of consumers.
We use social media, bloggers and our own
blog as tools to get the word out. Big displays
are also important.”
Sampling can help by getting customers
to give promising new varieties the taste test.
“Consumers need a reason to purchase something
new or different,” says Sinks. “If they
have a positive experience, there is opportunity
for repeat sales. If demos are allowed at
stores, we recommend them with new varieties
to increase trial. Some retailers are selecting
a newer variety and merchandising it for a
month at a time.”
Carrying more varieties of apples makes the
allocation of shelf space, especially premium
shelf space, a difficulty worth some thought.
“There’s a limit to how many varieties a
retailer is going to carry,” says Wescott of
Honeybear. “Every retailer is different, but
any variety has to pay for its shelf space. Shelf
space is worth a certain amount of money.
The expansion challenges retailers to make
50 / AUGUST 2016 / PRODUCE BUSINESS