WENATCHEE, WA - In today’s competitive marketplace, simply having an organic program is not enough. The suppliers staying in the game are those leading the way in regenerative ag and storytelling, both of which communicate authenticity and stewardship to savvy consumers. Before the Organic Produce Summit, CMI Orchard’s Rochelle Bohm stresses the importance of this messaging in driving organic growth.

“We are actively building a regenerative future and bringing that vision to market in a meaningful, measurable way,” Rochelle, Vice President of Marketing, tells me. “For the first time at the show, CMI will highlight our Planet Positive™ program, which showcases our regenerative farming system and carbon-negative fruit. Bringing these efforts to market with carbon-negative fruit and linking environmental stewardship with consumer value, these combined initiatives position CMI as an industry leader in scaling regenerative agriculture.”

Across generations and operations, scaling innovative solutions is paramount to the company’s success. In partnership with Royal Family Farming and The Soil Center®, it integrates orchards, row crops, and livestock into a circular system. CMI also advances regenerative practices within its orchards through technology that improves yields, efficiency, water use, and pollinator protection.

Backed by sustainable growing practices, CMI Orchard’s core organic programs are built on both robust consumer demand and a diverse, high-quality product portfolio.

“Organic apples continue to be a bright spot in the category, with steady sales and strong performance across most varieties. CMI supports this demand with one of the industry’s most comprehensive organic offerings, including core apples, pears, and cherries, as well as the largest selection of specialty organic apples such as Ambrosia Gold®, Cosmic Crisp®, Envy™, Jazz™, KIKU®, Kanzi®, SugarBee®, and EverCrisp®. This spread of options allows retailers to meet a wide range of shopper preferences in the organic segment,” Rochelle explains.

Strong brand recognition helps to drive demand, she adds, especially through the company’s Daisy Girl Organics® line. The company has also invested in creative campaigns, like the recent Apple Crush™, to keep its brand top of mind.

“The origin of Apple Crush™ stems from a clear shift in consumer behavior, particularly among younger, tech-savvy generations who are highly engaged in social media and digital experiences,” Rochelle explains. “Today, over half of consumers are fluent in digital interactions, yet they increasingly expect personalization and want to feel like brands are speaking directly to them. They also prioritize values and seek tailored, meaningful experiences. Apple Crush was developed as our response to these ever-evolving consumer expectations.”

Apple Crush™ is an interactive tool that matches consumers with an apple based on their unique flavor and texture preferences, and offers fun facts, flavor notes, and even personality profiles, creating an engaging and personalized connection with the product.

“Creative campaigns like Apple Crush drive brand value by deepening consumer engagement while also delivering practical insights. The customization element not only enhances the shopper experience but also allows retailers to capture real-time data on consumer preferences,” Rochelle states. “This helps retailers to better understand which apple varieties and attributes resonate with their customers, informing effective merchandising and promotional strategies.”

With its eyes on consumer behavior, CMI Orchards understands another critical aspect behind produce consumption this year.

“To address rising economic pressures, we work closely with retail partners to develop customized promotional strategies that keep organic options accessible and appealing,” Rochelle says, addressing a key factor of consumer behavior in 2026. “By aligning promotions with each retailer’s customer base and leveraging its wide product mix, CMI helps drive continued engagement and growth in the organic category.”

You won’t want to miss seeing CMI Orchards’ impressive portfolio at booth #620 and its sustainability showcase in the second-floor lobby.