WENATCHEE, WA - Apples and pears are essentials for Thanksgiving prep. How else am I to make a scrumptious stuffing? Not well, I’ll tell you that! Given the importance of these two categories, I thought it best to talk to an aficionado in the space: Brianna Shales. Stemilt’s Marketing Director broke down how to merchandise and market apples and pears this holiday season, as well as best practices for retailers.
“One thing that works really well during peak grocery shopping season is a 5-lb or 3-lb pouch bag. Using these provides convenience for the grocery team stocking the shelves and the shopper, while still moving good volume,” Brianna explained. “Bags can be a great in-and-out offering to move apples and boost sales during the holiday season. Ensuring that apples and pears are part of multi-variety ads this time of year will also help. With the realities of this year’s crop, there needs to be more emphasis on other core apples instead of Honeycrisp because it’s down in volume. Retailers can substitute with varieties like Cosmic Crisp® and Pink Lady® that present similar crisp and sweet-tasting qualities as Honeycrisp.”
To be prepared for the holiday rush, Brianna recommends that retailers keep displays well-stocked and prominent.
“Paying attention to what people are cooking for the holidays can help spark ideas for cross-merchandising and making apples the focus of Thanksgiving or Christmas recipes,” Brianna pointed out. “Another way to increase impulse purchases is by putting apples close to the front of the store, making it easy for shoppers to grab and put in their carts. Pears can be a challenge for moving volume in this short crop year, but they still need love. The months of November and December are the perfect time of year for providing the most options. December is also National Pear Month and a produce event to get behind. You’ll have to shift your strategy, but don’t forget about pears and still include them in your promotion plans!”
For recipe inspiration, Stemilt regularly posts recipes across social media to inspire ideas for baking or cooking with apples and pears. It even utilizes its platforms to educate people about which apples are good for certain applications in the kitchen.
Brianna noted that as shoppers lean toward quick recipes and easy side dishes, apples can play a big part in that.
“For example, goat cheese boards with apples as a garnish or apples drizzled in caramel or chocolate sauce set in the shape of a Christmas tree! There’s been an ongoing trend of adding art to food, so bringing some of that creativity to produce is attractive to shoppers,” she added. “Many people are looking to impress with their side dishes during the holiday season, and apples can be part of it. If you have the capability in your fresh produce department to prep fruits in an impressive way for shoppers to take to their holiday gatherings, this can help encourage impulse purchases.”
With the countdown to the holidays on everyone’s minds, AndNowUKnow will be here to report on the latest!
