WENATCHEE, WA - Everyone loves a good limited-time offer, which is one reason why shopping in the produce department tends to be an exciting experience for consumers. One such offering is set to hit grocery shelves later this summer, as the Rave® apple harvest begins in early August. Stemilt is gearing up for the occasion by sharing exclusive insights with the buy-side community.
“Rave kicks-off the apple season with flying fuchsia colors and can impact the apple category in a way other varieties can’t because of its limited-time availability,” states Marketing Director Brianna Shales. “Rave’s outrageously juicy flavor and refreshing, snappy zing has yet to be discovered by many consumers and will present the opportunity to offer them something new.”
Volumes have reportedly been growing, giving retailers the opportunity to maximize the quick season between August and September. Tight summer supplies from the 2021 apple crop, and a later start to Washington’s 2022 apple crop harvest, make Rave an ideal apple for retailers to bring in, a press release noted.
“Retailers that get behind the limited-time offering of Rave have successful seasons that drive dollars and volume to their apple category,” said Shales. “Stemilt has had success in the past with experiential marketing activations around Rave, and retailers who bring it in for the limited time will get a boost from the consumer marketing we will be doing.”
Stemilt positions Rave as the “social/word-of-mouth” apple by creating a captivating story experience through all promotional materials.
“Because Rave is still emerging with consumers, we have to create a display destination for it,” explains Shales. “We ship it in these high-graphic boxes, which will be perfect for building displays at retail. With so many new apples out there, having a unique experience with the variety they are trying will resonate with them and encourage future purchases.”
Using signage to educate people and building secondary displays to encourage impulse sales will make the buying experience easier for shoppers, Stemilt explained in its press release. The supplier also noted that ads are the most effective way to drive consumption and that the short season has a category impact.
Retailers should start making their plans now to promote the bulk sizing of this apple in-store. Stemilt supports and promotes Rave through various digital efforts, including on-site experiential marketing activations that will help build relationships with consumers and drive sales.
For more from Stemilt on the Rave apple season, click here.
Keep reading AndNowUKnow as we continue bringing you the latest news.
