Superfresh Growers'® Catherine Gipe-Stewart Shares an Inside Look at the Upcoming Apple Season and Offers Exclusive Market Insights
YAKIMA, WA - If the dictionary included images, a shining picture of an apple would sit next to the word “versatility.” Whether an on-the-go snack option or crisp recipe ingredient, apples are a staple in shoppers’ baskets year-round, which is why I sat down with Catherine Gipe-Stewart, Communications Manager at Superfresh Growers®, to see how buyers can further tap into the category to increase register rings this summer.
“This coming season, we are especially focused on organic and conventional Honeycrisp, Gala, Pink Lady®, Autumn Glory®, and Cosmic Crisp®,” explains Catherine. “We are expecting promotional volumes of Gala and Honeycrisp right out of the gate in August, which is perfect timing for back-to-school ads. There will also be plenty of bulk and bag sizes.”
In terms of pricing, Nielsen data has shown that apples are averaging $1.78/lb, up 8 percent YOY, with Honeycrisp leading in-store at $2.66/lb, up by 9 percent. Organic apples have also seen a 10 percent YOY boost in price, averaging $2.39/lb.
Growing all of its apple varieties in both organic and conventional options, Superfresh Growers has something to offer for every buyer and consumer—including families and children as they spend the summer not only enjoying outdoor activities and vacations, but preparing for the return to in-classroom learning this fall.
“Our two pouch bag programs include Superfresh Organics® and Superfresh Kids®, featuring a convenient family-sized pack with a family-friendly dollar ring,” continues Catherine. “They are currently available in Honeycrisp, Gala, Granny Smith, and Fuji, and each bag has fun graphics and games on the back that are unique to every variety. Adding Superfresh Kids bags to your produce aisles will create consistency on the shelf and showcase engaging graphics to grab consumer attention.”
In addition to its Superfresh Kids bags, the grower’s Superfresh Organics pouch bag program offers high-quality organic Pink Lady, Gala, Honeycrisp, Granny Smith, and Fuji apples in eye-catching packaging while allowing retailers to capitalize on the success of the organic sector. According to Catherine, since March 2020, organics have catapulted from 9 percent of the apple category to more than 13 percent.
If buyers want to get in on the apple action, now is the time as Superfresh’s new crops hit in August with its organic and conventional Gala and Honeycrisp varieties anticipated to yield promotional volumes, followed by its proprietary varieties, Autumn Glory and Cosmic Crisp, later in the fall. Leading up to the new crops, Catherine tells me the market is tight, especially with Granny Smith and Honeycrisp, but the grower is wielding its expertise to keep supplies coming.
“As fifth-generation farmers, we’ve worked hard to expand our acreage, increase storability, and increase our technology to maintain a year-round crop. We will have all core varieties of apples through the summer and have promotional volumes of Fuji and Red Delicious. Also, the market is strengthening on Galas as they are eating amazingly right now, and there are fewer suppliers during this time of year,” Catherine adds.
Wanting to add some versatility to your apple displays? Superfresh Growers has you covered with a plethora of high-quality varieties and exclusive marketing tools to make your produce department the destination of the season. So, heed Catherine’s advice, and add Superfresh’s delicious offerings to your aisles.