Stemilt's Brianna Shales Shares Key to Successful Apple Promotions
WENATCHEE, WA - Keep pressing that promotional pedal, retailers! Spring is just up the road with Stemilt, and the team is saying the season is ripe for big apple promotions before summer settles in.
“Apples are available and contribute to produce department performance year-round, but they start to take a back seat when summer produce becomes available,” Marketing Director Brianna Shales stated. “Springtime is the last chance to get behind a lot of big apple promotions. It is a transition time in the produce department and a good time to keep that shelf space for apples.”
A major thing to remember when stocking the category is to have the right mix of varieties in your store on full display to contribute to bottom-line apple dollars. According to the release, apples account for 5.4 percent of total produce department dollars for the United States during the springtime.
“Spring will be a great time for multiple variety promotions,” said Shales enthusiastically. “The flavor and quality of Granny Smith, Pink Lady®, Fuji, and Cosmic Crisp® are fantastic. We’ve reserved them for long-term storage; they’re coming out with great eating qualities, and we’re packing fresh to order. This year, we were fortunate to have good growing conditions in the fall, so that will lend to the quality retailers can promote in the spring.”
One variety the grower is noting of significance is Cosmic Crisp, which is continuing its climb up the list of top apple varieties; Stemilt notes it will be important to build momentum around this variety. The first year Cosmic Crisp was available, there were no spring promotions. This year, shoppers can be drawn into this amazing variety with Cosmic Crisp displays standing out or call to action placements in ads.
Stemilt goes on to note bulk was 58 percent of apple volume pounds and 64 percent of sales last spring, while bags were 42 percent of volume and 36 percent of sales. By utilizing 3 lb bags and pushing to a 5 lb bag, retailers can see volume go up, especially with the grower’s Apple Lover bags and Cosmic Crisp 4 lb branded bag.
“The best advice I have to give retailers is to make sure to align their plans with the season, so they see the best results in their stores,” explained Shales. “With inflation affecting food prices, apples are a great item to be at the top of the consumer’s mind. Use promotions and provide customers with price discounts, even though they won’t be as steep as they once were. We have some fruit that is beautiful, delicious, and ready to promote!”
Upcoming holidays like St. Patrick’s Day, Easter, Earth Day, Cinco de Mayo, Mother’s Day, and Father’s Day also lend another chance to snag those last-minute sales this season.
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