ROCHESTER, NY – Crunch Time Apple Growers reports that its RubyFrost variety, what it calls “the wintertime beauty from New York State,” successfully sold out right before the start of the spring season.
“We can’t believe how quickly we sold out this year,” Mark Russell, Crunch Time apple grower and Marketing Committee Chair, stated in a press release. “The response from consumers has been extremely positive, and that meant bigger orders from our retail partners.”
The season launched the second week of January, with final supplies shipping out in mid-March. Available exclusively through Crunch Time Apple Growers, RubyFrost’s retail distribution expanded by 40% in 2016 to meet high demand. “It was particularly gratifying for me to have coast-to-coast success with RubyFrost. As an eastern grower, we love to ship west,” Russell said.
Recent marketing efforts to promote RubyFrost included a social media contest, coupons, POS materials with high graphic bins, pouch bags and in-store demos, according to a press release.
“The high demand for this apple shows that its qualities stand out,” said Russell, “There’s a lot of new energy in the category and it’s become an exciting and competitive space. RubyFrost sells well – because it eats well, and that’s what consumers demand.”
According to Russell, consumers showed their love for the new apple this year via social media feedback, described by one new fan as “crisp and juicy with a hint of blackberries,” with many proclaiming it their new favorite variety.
“The demos really tell the tale; people really respond to the combination of a hard crunch with compelling apple flavor,” Russell concluded.
Keep checking with AndNowUKnow as we continue to track the growth of this and all other new launches throughout the produce industry.