Stemilt Ramps Up for Apricot Season; Brianna Shales Discusses
WENATCHEE, WA - The sweet, meaty bite of a fresh apricot is a sure sign that summer is upon us in the Northern Hemisphere. Arriving mid-June through July, Stemilt’s certified organic Washington apricots will soon be hitting store shelves, and the grower teases a successful season with good blooms, promotable volumes, and jumbo sizes. During promotion windows from July 4 onwards, retailers can emphasize this fruit’s limited availability starting soon.
“This year’s crop of Artisan Organics™ apricots are bringing good volume based on the blooms we’ve seen, which will host a great organic deal at Stemilt,” said Brianna Shales, Marketing Director. “While California is the main apricot growing region, Washington is expecting a great crop this year.”
The Douglas family grows all of Stemilt’s apricots, peaches, and nectarines 100 percent organically in Pasco, Washington, in the Columbia Basin, according to a press release, using the best organic practices to pick stonefruit at the right stage of ripeness for the best flavor, quality, and size.
“We will be focused on picking excellent quality apricots this year in Washington to remind our consumers of their forgotten love for this stonefruit,” explained Shales. “I would encourage retailers to carry apricots at their store because apricots reach a good demographic in families with kids who enjoy them for their mellow sweet flavor.”
Apricots are a family favorite, and those with children are most likely to buy them. The latest data indicated the fifth year that Westerners picked up apricots in stores more than any other region.
“It’s a good organic item to promote during the summer months when seasonal fruit is at the top of people’s minds,” said Shales. “The best way to promote apricots in store is going to be through the use of panta packs in the organic section and through in-store promotions.”
Bags will be available and bulk promotions on jumbo, extra-large, and large size apricots will be underway. Retailers can fill organic space with this fruit and offer a value opportunity that shoppers will reportedly gravitate toward during this time of produce inflation.
“Merchandising apricots as a seasonal item makes for not only a great color break in your category but gives shoppers the chance to purchase great quality stonefruit as an opportunity buy from the organic section,” Shales explained.
I am at least one consumer who will be on the lookout for this seasonal item, and you can bet your shoppers will be too.