New York Apple Association’s Cynthia Haskins Discusses Retail and Consumer Contests, New Website, and More
FISHERS, NY - Next month caps a busy year for the New York Apple Association, which has invested in a stronger and expanded presence both in the ever more digital world and as an in-store partner. And, with March bringing Nutrition Month to our doors, what better time to bolster and spotlight apples with a Get NUTritious with New York Apples! campaign?
“NYAA has established online partnerships with retailers to promote New York apple varieties, including providing recipes on websites and on retailer’s social media platforms in addition to weekly online circulars,” Cynthia Haskins, President and CEO of the New York Apple Association, begins. “Late last year, we launched our newly designed website and, in three short months, NYAA attracted over 25,000 consumers to sign up to receive recipes that include New York apples as an ingredient, in addition to learning more about the diverse apple varieties that New York State produces. Plus, over the last five months, we have had over 500,000 visitors to our site, with over 250,000 of those being new website visitors.”
The new website has an expanded section for foodservice, retail, and wholesale partners who can use it to order and download new point-of-sale and collateral resources. Buyers can also find contact information for NYAA’s commercial apple shippers and processors. It’s the perfect launchpad for the association’s Get NUTritious with New York Apples! campaign.
“New York Apple Association is celebrating March Nutrition Month with a bold, friendly social media sweepstake! This promotion will appeal to consumers of all ages with imagery of apples and rich nut butters front-and-center,” Cynthia shares. The Get NUTritious with New York Apples! campaign gives your shoppers the chance to win a nut butter sampler and a chance at a $200 gift card. “We have had great success with our consumer sweepstake-themed packages—our last sweepstake promotion alone generated over 100,000 entries.”
And the association’s contest spirit goes beyond cyberspace, tapping the competitive nature of our industry purveyors as well.
“NYAA has conducted several retail display contests. With so many new point-of-sale items created, display contests have been a great way for us to both share materials and obtain floor space for product,” Cynthia points out. “NYAA was able to open display contests in 16 states, increasing exposure to New York apples for customers in states along the East Coast and Gulf of Mexico, from New York to Louisiana.”
The display shippers, she explains, are being well-used for loose apples and pouch bags of managed and classic varieties. New York has seen an uptick in 3 lb and even 5 lb poly bag movement, and this kind of setup, Cynthia shares, is proving to be a great way to highlight the unique brands of managed varieties while showcasing their New York origin.
“It just makes sense for states that are closest to New York State to carry New York apples, not only for the great-tasting apples, but because it takes less miles to get apples from the packing houses to the retailers. Each apple is unique as each consumer has their own favorites. Celebrating the uniqueness of each apple flavor's characteristics is important,” Cynthia concludes.
With consumers becoming increasingly curious, and staple categories offering new varieties to match, AndNowUKnow will continue to bring you the latest in selling strategies.