Superfresh Growers® Reports Autumn Glory®, Organic Apples, and Pears Shine in November Data
YAKIMA, WA - Throughout the month of November, Superfresh Growers® noted that one variety in particular for the company was winning over consumers. With a name like Autumn Glory®, it’s unsurprising that this apple reigned during the fall season. Apple shipments were up, and reports from Nielsen confirmed high November sales. Autumn Glory overall placed in the top 20 nationally, as well as in all nine Nielsen regions. Not only that, but organic apple and pear sales also soared, with both categories having record organic share.
“In this rapidly changing and dynamic year, we have been focusing on online and social media engagement with consumers. In place of demos, we have found success with social media advertising, sponsored ads, and engaging with consumers through our influencer and blogger community,” noted Catherine Gipe-Stewart, Communications Manager.
According to a press release, Nielsen data on the last four weeks ending November 28 revealed Autumn Glory sales were up 88 percent, with volume up 78 percent year over year. The 2020 crop year saw a 16 percent increase in Superfresh Growers’ organic volume of Autumn Glory. This has translated to an increase in sales. Organic Autumn Glory sales were up a whopping 559 percent, as well as up 575 percent in volume.
Part of what drove this growth was a digital marketing plan surrounding Autumn Glory.
“Regarding organic apples and pears, Superfresh Growers has transitioned a considerable amount of our crop to organics. We are now seeing the benefits of the transition, with record-breaking organic category share in November,” continued Gipe-Stewart.
Organic pears represented 17 percent of category dollars, and 13 percent of volume, compared to 2020 monthly average of six percent and five percent respectively. The release went on to explain that organic apple category share was also at 2020 highs of 16 percent of apple sales and 11 percent of category volume for the company. Organic pears were up six percent in dollars and 11 percent in volume. Organic apple sales were up 10 percent and four percent in volume.
“Most concerning is the downward trend of core apple promotions. Honeycrisp continues to reign, but Fuji, Gala, Red Delicious, and Pink Lady® all deserve more promotions. Lack of which are dragging down the category,” commented Gipe-Stewart.
Overall, apple promotions were down 23 percent and pear promotions were down 13 percent. On a more optimistic note, packaged apples and pears have remained strong during COVID-19, though they have started to move back to pre-COVID volume averages. Forty percent of apple volume was packaged, and 19 percent of pear volume was packaged.
We’ll continue to track the apple category, so stick with us here at AndNowUKnow.