LOCKPORT, NY - Several different strategies are afoot for Crunch Time Apple Growers. Partnerships, campaigns, and more have been set in motion, all with the goal of bringing consumers to the grocery store. I sat down with Jessica Wells, Executive Director, to hear all about it.

“First, we focused most of our influencer marketing this year on retailer promotion. We aimed to use creators to talk about SnapDragon® apples and showcase the packaging and stores where SnapDragon apples can be purchased,” Jessica began telling me.

A few examples of influencers Crunch Time worked with include:

• @blackadventuremom, who focused on SnapDragon apples as a perfect snack for families on adventures. She highlighted their availability in Sprouts Farmers Market
• @tampafoodgirl, who highlighted SnapDragon apples in Costco. She integrated the apples into a game day sandwich recipe
• @dieticiancass, who captured a grocery store visit to Aldi, purchasing SnapDragon apples and other ingredients to make apple cheesecakes

The company also recently teamed up with Yes! Apples, one of its 11 sales partners.

“We worked with the Yes! Apples team to run promotions at H-E-B stores in early March and again in early April. Yes! Apples shared content about the $1.50 off promotion on social media and used an influencer to promote it, while we promoted using social posts,” Jessica continued. “For the March promotion—featuring a coupon to buy a bag of SnapDragon apples and get a pack of H-E-B carb sense tortillas free—we partnered with Buffalo Bills long snapper Reid Ferguson. Additionally, the deal was shared in a separate Instagram post.”

The Yes! Apples online store also offers SnapDragon apples via mail order when they are in season; the company recently promoted availability using influencer @dieticiancass.

“Beyond working with influencers, we executed several strategic paid campaigns to promote SnapDragon apples’ availability in specific stores. We ran targeted commercials in key markets with callouts on availability in Publix as well as Amazon digital display ads. Our team has also been running paid social campaigns to reach consumers in metros where the apples are available,” Jessica added.

As Crunch Time looks ahead to next season, you can be sure that even more strategies will come into play.

“We are excited to continue a strong retailer focus in our marketing strategy for next season. Our team makes every effort to lift up retailers who carry our apples and to help build consumer awareness,” Jessica explained. “We just confirmed a program with Walmart for next year and are looking to expand our retailer footprint even further.”

I, for one, am excited to see what the company does next! Stick with ANUK as we report.

DENVER, CO - A total of 32 members have recently joined Potatoes USA’s Board of Directors, as announced by the United States Department of Agriculture (USDA). Thirty producer members and two importers have been selected to serve three-year terms on the board.

The new members will each serve for three years, with their terms set to expire on February 28, 2027. The nomination process for the organization’s board members is conducted annually, according to a press release; candidates are proposed by the industry and are appointed by the Secretary of Agriculture after a thorough review.

The newly appointed members now include:

• Jaclyn Green
• Cliff Shaw
• Daniel J. Corey
• Brad Reed
• Derek Peterson
• Jaren Raybould
• Jordan C. Thomas
• Nate McBride
• R. Gabriel Boldt
• Steve Elfering
• Trevor Searle
• Adam DeGroo
• Danny Deprey
• John Halverson
• Tara May
• Hunter Gibbs
• Andrew Moquist
• Kathy Sponheim
• Jason Davenport
• Jonathon Springstead
• Travis Meacham
• Sanjiv Kakkar

Reappointed Board Members include:

• Jace Jensen
• Ryan Tucker
• Brian Mahany
• Camburn Shephard
• H. Bruce Richardson, Jr.
• James Baker
• Michael M. Pink
• Shelley R. Olsen
• Wendy Dykstra
• Clifton Smith

The Potatoes USA Board of Directors guides the organization’s efforts to promote and support the potato industry, establishing strategic goals and objectives and allocating resources to marketing, research, and education initiatives. The Board also monitors these programs’ performance and adjusts them as necessary to ensure they are effective and impactful for the potato industry.

Congrats to each of the members of this dynamic team!

EUROPE - Organizations from across the globe, including the International Fresh Produce Association (IFPA), have come together to form the Alliance for Sustainable Packaging for Foods (ASPF), and are standing against new packaging rules adopted by the European Parliament on April 24. If endorsed by the EU Council later this year, the organization believes the Packaging and Packaging Waste Regulation (PPWR) will negatively impact global supply chains and food security.

"Minimizing waste and finding alternatives to single-use plastic packaging is a goal we can all get behind. Without viable alternatives, bans on plastic and compostable packaging threaten food safety, undermine food quality, and increase food waste—all factors that are equally important to consumers and the environment,” said IFPA's Chief Science Officer and Chair of ASPF, Max Teplitski.

The PPWR voted on yesterday prohibits even single-use packaging options that were scientifically designed to maintain the quality, safety, and freshness of perishable commodities, a release stated. This is because fresh and ready-to-eat foods risk being spoiled, damaged, or contaminated if not packaged appropriately. The release continued that this would lead to an increase in food waste and, based on studies carried out in other jurisdictions, is likely to result in greater use of more durable types of plastics.

“We are disappointed that the new packaging rules adopted by the European Parliament today do not prioritize consumer safety and access to nutritious food choices, nor do they consider the tangible impacts on trade and sustainability,” added Teplitski. “With this outcome, IFPA will continue to advocate for sensible packaging regulations and investment in the innovations needed to find safe and sustainable alternatives to single-use packaging."

As the release also stated, the PPWR favors recyclability over composting and limits options for fresh food manufacturers. Exemptions to the ban would be left to individual EU Member States, leading to a mixture of national regulations on food safety and allowable types of packaging for many perishable commodities.

To read more, click here.

AndNowUKnow will update you on the PPWR and other regulations that could affect the produce industry and its partners.

MONTEREY, CA - PRO*ACT has officially donned its title as the UniPro 2023 Exclusive Brands Supplier of the Year, taking home a prestigious award for its partnership with the organization. The produce ally was recognized for its commitment to excellence and leadership.

“We are honored to receive this award and proud to be recognized for our contributions to the foodservice industry,” PRO*ACT stated in a recent release. “Our partnership with UniPro has allowed us to provide our customers with the highest quality products and services, and we are grateful for the opportunity to continue growing and thriving in this dynamic industry.”

PRO*ACT was selected by UniPro Members, a testament to the hard work and dedication of its entire team, the release explained.

“We would like to thank UniPro for this recognition and for their ongoing support,” the company concluded. “We look forward to continuing our partnership and working together to drive sales growth and success for our customers. Thank you for this incredible honor.”

Congratulations to PRO*ACT on this exciting recognition!

For more updates from within our industry, keep clicking on that little apple logo.