SWEDESBORO, NJ - Not only does this weekend mark the celebration of Labor Day, but it also means that the industry is preparing for the popular SweeTango® apple variety to begin shipping. With the impending arrival of the beloved apple on retail shelves, growers and packers are already showing their excitement for this year’s crop and urging retailers to place their orders now to take advantage of the brand’s marketing program.
“This apple has proven its success over many seasons. It consistently ranks as the top club apple, and a top-10 apple variety, when it’s in the market in both dollars and volume sold,” Brianna Shales, Marketing Director for Stemilt, said. “Consumer demand has always been there. So, let’s make sure we get it out there on promotion and get people experiencing it early.”
According to a release, to help retailers capitalize on this demand, the brand is offering coordinated national and regional marketing programs.
These programs include video and radio ads, geotargeting shoppers, and having respective sales desk layering in their own regional marketing activities, including working with their respective retail partners to customize customer “pull” promotions, and partnering with local influencers.
“We are really stepping up our targeted digital advertising and social media to leverage our passionate fan base; they are a huge part of our marketing strategy,” said Jennifer Parkhill, Next Big Thing Executive Director.
Once drawn to the apples by the marketing program, shoppers will be impressed by the quality of the fruit, which is already high, and so is the volume.
“I don’t remember ever having as nice a crop hanging on the trees as we’ve got this year, both volume and quality,” said Scott Swindeman, President and Managing Owner, Applewood Fresh®. “With this high quality of a crop, it is going to sell itself.”
Austin Fowler agreed with Swindeman’s statement, sharing his own excitement for the season.
“We’re excited to get back into the marketplace with this crop,” commented the Vice President of Sales and Marketing for Fowler Farms. “SweeTango is the kick-off of the entire apple season; it just doesn’t get any better. It’s easy to be enthusiastic about this apple.”
Also expressing their anticipation for the SweeTango season was John Cushing.
“This year without a doubt will be the best eating experience ever, the flavor is the best bar none,” the Vice President of Sales for New York Apple Sales added. “Once a customer has taken a bite, they will come back for more.”
Along with quality, the brand is reporting a great mix of fruit sizes on the trees.
“We’ve got customers who like larger apples, we’ll have that. We got customers who like pouches and bags, we’ll have that. We got customers who like totes, we’ll have that too,” noted Brian Coates, Vice President of Sales and Business Development, Applewood Fresh.
Responding to the pandemic-related rise in popularity of SweeTango’s 2, 3, and 5 lb pouches, Stemilt will be testing a four-pack, featuring larger pieces of fruit that typically sell bulk, in limited markets with sustainably sourced packaging.
“We’re excited that the new four-pack gives us more branding real estate, this apple deserves the attention,” commented Shales.
To read more about the SweeTango season, click here.
As more updates on the popular variety hit the newswire, AndNowUKnow will report.
