Fresh Apple Promotion

Record promotional spending resulted in record results in a challenging fresh apple marketing year.

The New York crop yielded 12.4 million bushels for the fresh market. The season started out very strong but intense competition emerged from Washington State during the winter and spring months. Washington’s large crop got larger as export markets dried up due to the Asian financial crisis and trade problems with Mexico. New York apples faced stiff competition as Washington tried to find a domestic home for millions of extra bushels. El Niño added to the challenge as retailers increased apple prices to cover losses on other produce items. Strong and smart marketing prevailed and the New York crop moved in spite of the tough market conditions.

Unprecedented Trade Promotion Activities.

NYAA spent well and wisely to promote the crop throughout the year. Trade promotion activity was focused on the Northeast and Mid-Atlantic states, an area which accounts for 85 percent of total domestic movement of New York State apples. The strong fall performance was followed by outstanding early winter movement bolstered by NYAA programs. This excellent performance continued through June as Apple Country® apples received sustained support from NYAA ads. Merchandising programs included ad allowances, carton rebates, volume incentives, display incentives, in-store demonstrations, category management market research, display bins and collateral materials.

NYAA established a strong relationship with Wal*Mart resulting in the introduction of Apple Country® Empire apples in all 484 Wal*Mart Supercenters across the U.S. Between January and May, Wal*Mart distribution centers moved over 65,000 cartons. Apple Country® Empires were placed on national promotion or ad three times. The new exposure to over 20 million weekly Wal*Mart shoppers bodes well for the future as more consumers fall in love with Apple Country® apples.

CoreFax® was launched as a new tool to reach critical retail produce decision makers. The one-page fax bulletin was published fourteen times during the season to inform buyers about market conditions, merchandising opportunities, category management and variety education. NYAA also participated in important wholesale food shows sponsored by the Department of Defense Commissary and RLB, a leading New York metro wholesaler. These events provided additional opportunities to put on a face on the New York apple industry over and above the traditional participation in the Eastern Produce Council dinner meetings and Produce Marketing Association trade show.

Apple Country® polybags were unveiled and many shippers started using this attractive new look. The colorful bags sport a large Apple Country® logo and were quickly adopted as the bag-of-choice for some key New York State, New Jersey and Pennsylvania retailers. Apple Country® paper totes and giftboxes also debuted with retailers and direct marketers.

• McIntosh sales doubled during a special cross promotion with Heluva Good cheese.
• New York apple movement in key Eastern markets increased 121 percent for September-December 1997 due to the 659 Apple Country® feature ads placed by NYAA.
• 96,192 extra New York apple cartons moved due to NYAA carton rebates.
• Yet again, New York retailers took top honors in the National Apple Month display contest.