Crunch Time Apple Growers' Jessica Wells Details Variety Differentiation, Merchandising, and Category Management at Retail

NEWARK, NY - Building a healthier and more diverse shopping basket is no small feat. Today’s consumers are a new type of shopper—more discerning, committed, and value-driven. With fall underway, I spoke with Crunch Time Apple Growers to garner the advice needed for retailers to make an impact in the fresh produce space and beyond.

“Let’s be honest—many shoppers know what varieties of apples they love, but they likely aren’t able to distinguish between two similar-looking varieties in a bulk display at a glance, like a grower or retailer might!” Jessica Wells, Executive Director, begins. “Separating apples by color or cross-merchandising with caramel apple wrap, apple slicers, apple corers, or complementary food products in between varieties is a great way to alleviate confusion. Particularly with managed varieties, signage is a great way to inspire shoppers to try new varieties. A sign for SnapDragon, for instance, could amplify its Monster Crunch, spicy-sweet flavor, and hint of vanilla.”

Differentiating on the shelf is key to driving repeat purchases, but also curiosity. In an effort to keep the shopper informed, Crunch Time provides educational display tools for retail partners to alleviate this pressure to deliver.

“Inspiring shoppers to use apples in all their meals and recipes helps to build diverse grocery baskets as well,” Jessica continues. “While our absolute favorite way to enjoy a SnapDragon apple is as a snack, they’re also delicious paired with nut butters, cheeses, crackers, chocolate, or caramel, or they can be used fresh in recipes. We have posters and recipe cards that can be used in displays, and we have even more great recipes on our website for inspiration. We can provide signage with a QR code that links to our website for inspiration.”

In addition to the SnapDragon, RubyFrost apples are also unique and delicious. While the Monster Crunch of a SnapDragon apple is unique in the market, so is the high vitamin C content of a RubyFrost apple, which keeps it looking fresh long after it’s been sliced.

“Using signage that celebrates these individual attributes is a great way to showcase both varieties,” Jessica details. “Retailers can also share a little more context about what certain health benefits of SnapDragon and RubyFrost actually mean. Instead of just talking about how apples are high in fiber, share how they help keep you full, aid digestion, and support heart health.”

Sounds like a lot to take on? No worries, Jessica says.

“We’re here to work with retailers on every step of the merchandising and sales process, from timing shipments to designing new displays based on their feedback. Retailers should always feel comfortable coming to us with any new ideas or suggestions—don’t be a stranger!” she shares. “We might be the experts on apples, but you’re the experts on your shoppers, so working together to get apples off the shelves and into grocery carts is a win for everyone!”

Think collaboration: new-and-improved display boxes, finding eye-catching ways to utilize the entire vertical space of the produce department, distributing regional signage and packaging (shoppers in Western New York can find our special Buffalo Bills packaging in store), and providing guidance on how to best give away free samples to shoppers.

Apples are just the beginning. Crunch Time brings opportunities and more.