YAKIMA, WA - As we round the corner to Thanksgiving, we know how important it is to glean insights from suppliers. Emily Cox, Marketing Manager of FirstFruits Farms, brings her expertise to the table when addressing how to make this holiday season a success.

“Our apple supply and quality are excellent as we head into Thanksgiving. We’re just about wrapped up with harvest, and the fruit coming in is exactly what consumers are hoping to find for their holiday tables,” Emily begins. “Supply and quality are especially notable in three key varieties this season: Granny Smith, Opal®, and Cosmic Crisp®. Together, they create the perfect tri-colored trio for holiday merchandising: vibrant green, bright yellow, and deep red. Retailers can lean into this natural color break to build impactful, festive displays that catch shoppers’ attention and drive incremental sales throughout the Thanksgiving period.”

Another tip Emily offers to retailers is to stay as connected as possible to their supply-side partners.

“Try leaning on them not just for steady inventory but also for the marketing and sales support they can provide during the busiest stretch of the year. Shoppers are looking for value this holiday season, along with an easy yet festive in-store experience where they can find inspiration for their Thanksgiving tables and pick up everything they need in one stop,” she explains. “Produce managers can make a big impact by keeping shelves well-stocked, calling attention to deals and promotions, and taking pride in creating eye-catching, seasonal displays. Those small touches go a long way in helping shoppers feel taken care of during the holiday rush.”

Preparedness always pays off, too. Anticipating shopper needs, such as early readiness, well-communicated value, convenience, and nourishment, will help retailers be better positioned for a successful holiday season.

“Value remains a top priority, which means clear price points, strong promotions, and well-communicated deals go a long way in helping shoppers feel confident in their choices,” Emily adds. “At the same time, consumers still want a festive and convenient in-store experience, so retailers should focus on creating easy-to-navigate displays that inspire holiday meals and make shopping feel enjoyable, not stressful. And finally, many shoppers want to provide their families with nourishment this Thanksgiving, making fresh apples and other produce staples an important part of the seasonal basket."

During this time of year, FirstFruits also prepares for its annual Take A Bite Out of Hunger program, which aims to feed the underserved and raise awareness of food insecurity nationwide.

“We are working with our customer partners, preparing to deliver fresh apples to food banks across the country during a time when fresh, healthy food is needed most,” Emily shares.

For more holiday coverage, keep your eyes tuned to ANUK.