CMI Orchards Energizes Apple Category with Branded Apple Promotion
- by Kayla Webb
WENATCHEE, WA - Hans Christian Andersen once said, “To travel is to live.” To that I say, “To travel via apple is to live even more.” Feel free to quote me. In an all-new marketing campaign, titled Apple Flavors of the World, CMI Orchards is celebrating not only a few of the top apple brands, like Ambrosia Gold®, KIKU®, Kanzi®, Smitten™, Jazz™, Envy®, and Pacific Rose™, but their homelands, too.
“We’ve assembled a compelling program that gives retailers a destination to display the best performing, hottest branded apples available and drive customer trial,” said George Harter, Vice President of Marketing. “The idea is that retailers can evaluate sales and then build plans for long-term variety improvement. From sweet to tart, crisp, and juicy to delicate and intense, there’s a winning flavor for every customer out there.”
According to a press release, the aforementioned popular apples were originally discovered in orchard locations in Italy, Belgium, Canada, and New Zealand, and are now grown in select orchards in the U.S. To highlight these destinations, CMI’s Apple Flavors of the World promotion includes special signage, in-store displays, high-graphic packaging, and country flags. The campaign also offers special pricing to bolster retail success, drive excitement, and transform the produce aisle into an apple-tourist hot spot.
“This promotion features seven of the top twelve performing branded apples in the USA,” said Harter. “Nielsen scan data for the last 52 weeks of apple sales, ending December 29, 2018, shows the top three ranked branded apples, Ambrosia, Jazz, and Envy, totaled $186 million in sales versus a combined $77 million for all other branded apples in the top twelve combined.”
CMI is also helping retailers by offering them the ability to tailor or customize the Apple Flavors of the World promotion to fit any format, including store sales contests, display contests, and customer events.
“We have all the tools in place to tee up a powerful sales plan for our retail accounts, maximizing the tools included in the promotion,” said Robb Myers, Director of Sales. “We’re offering a turnkey solution that will ultimately expose more consumers to premium branded apples to help retailers pump up sales during the slower spring months.”
Harter added, “Our Apple Flavors of the World promotion is the winning ticket for retailers to capture incremental sales and drive excitement in stores.”
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