Stemilt Looks to Boost Pink Lady® Momentum With Multi-Variety Bulk Promotions for Valentine’s Day; Brianna Shales Details



Stemilt Looks to Boost Pink Lady® Momentum With Multi-Variety Bulk Promotions for Valentine’s Day; Brianna Shales Details


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WENATCHEE, WA - With Valentine’s Day around the corner, Stemilt is turning the power of love into sales power with promotional opportunities to boost momentum for Pink Lady® apples.

Brianna Shales, Marketing Director, Stemilt“Bulk is the major opportunity for Pink Lady this year, and Valentine’s Day is a key timeframe to promote the variety,” explained Brianna Shales, Marketing Director. “This is one variety we’ve seen promotable volumes of compared to last year and makes a pretty-pink addition to the theme of the holiday.”

Currently, 46 percent of Pink Lady volume is packaged and 53 percent is sold in bulk, which is a higher SKU than other apple varieties, a release stated. Recent Nielsen scan data also showed that the variety grew 45 percent in dollars and volume from January­–April 2022 compared to the year prior, showing that this window is an optimal time for sales.

With Valentine’s Day around the corner, Stemilt is turning the power of love into sales power with promotional opportunities to boost momentum for Pink Lady® apples

“This data shows us how retailers got behind Pink Lady last year and built really good momentum in the apple category,” says Shales. “Keeping that momentum going through bulk promotions is going to bring attention to larger Pink Lady apple sizes so retailers can increase their volume during a shorter crop year.”

Pink Lady apples make up approximately 6.5 percent of apple volumes sold nationally, and about 6.2 percent of category sales during the same January–April window. In the Midwest, Pink Lady accounts for 8.2 percent of apple category volume, while in the South and West regions, it makes up 6 percent each and 5.2 percent in the Northeast. Overall, promoting bulk will help retailers in the South, West, and Northeast regions grow toward the U.S. average.

Recent Nielsen scan data also showed that the variety grew 45 percent in dollars and volume from January­–April 2022 compared to the year prior, showing that this window is an optimal time for sales

“It’s all about making Pink Lady part of multi-variety promotions every month throughout the late winter and spring months,” added Shales. “Since Pink Lady sits on the tart side of the flavor spectrum, it can help bridge the gap where you’d normally have Granny Smith promotions, and still provide another tart apple option. To boost the category, conventional and organic Cosmic Crisp®, and organic Fuji complement Pink Lady apples promotions.”

Known for their pink-toned skin, crisp bite, and effervescent finish, Pink Lady apples are high in sugars and acids, making them slow to brown. They are also versatile, and their long season positions them to perform well around Valentine’s Day.

To maximize apple sales during this time frame, Stemilt recommends ensuring Pink Lady is part of multi-variety promotions every month throughout the late winter and spring months

“We’re always happy to provide retailers with the POS they need to make the variety stand out,” says Shales. “The quality and color of Pink Lady® poises it to be a variety for promotion in the late winter and springtime. When looking for opportunities to grow and increase volume in the apple category this winter and spring, Pink Lady fits the bill.”

For more merchandising and promotional inspo, keep a tab open for AndNowUKnow.

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Stemilt

As the founding family of Stemilt, we’ve been farming apples, pears, and cherries in eastern Washington since the early…