Crunch Time Apple Growers' Jessica Wells Discusses New Partnerships and Merchandising Strategies Ahead of SnapDragon™ and RubyFrost™ Harvest
LOCKPORT, NY - The fall months are officially upon us, and consumers will be bobbing for apples sooner than you think—literally and figuratively. Crunch Time Apple Growers is bringing its SnapDragon™ and RubyFrost™ varieties to retail displays just in time to meet this growing demand. To find out what’s on the horizon, I spoke with Executive Director Jessica Wells, who detailed several new partnerships to bolster the distribution of these fall favorites.
“We’ve been deliberately pursuing new sales partnerships based on their existing retailer and grower relationships,” Jessica notes. “With our new partnerships, we will be able to serve some of our existing retailers on a larger scale by adding more distribution centers. It is our hope that these alliances will also expand our reach beyond existing retail banners. We have consumers all over the country who have tried our apples and would love the opportunity to get their hands on them on a consistent basis—these new partnerships are a step in that direction.”
The grower cooperative’s current sales team consists of the following shippers: Apple Acres, Fowler Farms, Hess Brothers, Hudson River Fruit Distributors, New York Apple Sales, Niagara Fresh, Rice Fruit Company, Riveridge Produce Marketing, Schwab Farms, and United Apple Sales, all of which are wholly dedicated to boosting the supplier’s beloved apple varieties as they near harvest during the fall months.
Crunch Time Apple Growers is only a couple of weeks away from its SnapDragon harvest, which typically begins around September 25 across the state, with the fruit hitting store shelves at the beginning of October. The RubyFrost crop is typically harvested in mid-October and is expected to be available at retail by mid-November. Armed with these mouthwatering offerings, retailers will have no worries when it comes to collecting shopper dollars in the apple category, especially with the help of the Crunch Time’s innovative merchandising strategies.
“Retailers who carry SnapDragon and RubyFrost can expect targeted social media ads to help drive customers into their stores,” Jessica explains. “Additionally, we work with our team of nine sales agencies to develop retailer-specific marketing plans for any partners that are open to working with us.”
And, as Jessica points out, retailers can optimize these varieties to uplift the apple category all season long.
“Our experience has shown that consistency is one way retailers can drive apple sales. Featuring SnapDragon or RubyFrost for a short period of time will prompt customers to make an initial purchase, but repeat sales are what really drive volume,” says Jessica. “After a customer makes that initial purchase and falls in love with the product, they will come back to buy it again and again, as long as it is available.”
So buyers, keep shoppers coming back this season with Crunch Time Apple Growers’ drool-worthy varieties.