WENATCHEE, WA - When it comes to capturing consumers’ attention with enticing apple brands, CMI Orchards knows a thing or two. The company wields a deep history in bringing such premium products to market, and Rochelle Bohm and Danelle Huber recently took a moment to talk me through the supplier's impressive prowess in the branded apple space.
“CMI is always pushing to deliver the absolute best products and most engaging flavors in the apple market,” shares Rochelle Bohm, Vice President of Marketing. “We’re extremely proud of the fact that we deliver the largest selection of premium branded apples, with both organic and conventional options. A huge part of our success can be attributed to our owners. The McDougall (McDougall and Sons) and Wade (Columbia Fruit Packers) families were some of the earliest pioneers of branded apples in the United States. The McDougalls brought Ambrosia to the U.S. in the mid-2000s, and over two decades catapulted the apple into a mainstay on the apple shelf. The Wade family had the same vision with KIKU® and Kanzi®, driving exclusive agreements to add these exciting options to CMI’s manifest.”
As Rochelle notes, this deeply rooted expertise provides CMI Orchards with a unique advantage in the branded apple category.
“Because we get to work with multi-generational orchardists, the benefits are twofold—they’re spectacularly knowledgeable about the fruit, so they’re able to play matchmaker by planting popular, profitable managed varieties in select micro-climates,” she explains. “Tapping into these legacies that are ripe with knowledge allows our growers to bring the freshest, highest quality, most popular products to market.”
Varieties such as Envy™, Cosmic Crisp®, EverCrisp®, and SugarBee® have seen tremendous growth recently, with volume increasing across the board and each variety growing in market share, as CMI notes. Nielsen scan data shows that Envy currently makes up a quarter of all branded apple sales, while also signifying a rise for brands like Cosmic Crisp, with increases in the range of 138.9 percent.
“Consumers crave new and exciting flavors, and retailers know that putting quality, fresh selections and America’s most popular apples on the shelves is a perfect way to drive sales,” adds Danelle Huber, Senior Marketing Manager. “Programs like Flavogram® educate customers so that they can feel confident spending a little extra to try a new flavor or variety, as well as educate retailers so that they’re equipped with a nuanced knowledge of the stand-out branded apples.”
As a retailer and consumer-focused brand, CMI Orchards backs its retail partners with merchandising tools and omnichannel support, with programs designed to build sales and give consumers premium eating experiences.
Take hold of all the opportunities in the produce department as ANUK continues to bring you the latest category insights.
