Crunch Pak Hones in on Honeycrisp Apples This Season
- by Kayla Webb
CASHMERE, WA - It’s that time of the year where it seems like the only thing on everyone’s mind is apples, apples, apples! While harvest is kicking off left and right in some of the best growing regions around the country, Crunch Pak is turning its focus onto one variety in particular as this year’s apple-to-watch.
“Honeycrisp is a hugely popular apple that everyone is looking to get their hands on—we are excited to provide a product that satisfies growers, packers, customers, and, ultimately, the end consumer,” Megan Wade, Product Development Manager, tells me. “With total crop volume on the rise for the last five years, Crunch Pak has access to more high-quality fruit than ever, which is helping us provide our customers with tailored strategies and products this season.”
Set to start hitting the market the week of September 17th, Crunch Pak is debuting a refreshed 12 oz bag design as well as several innovation items featuring Honeycrisp apple slices retailers will want to feature front and center in their produce aisles.
“We are anticipating a great season with really good quality. So far, the weather has been really great for the Honeycrisp and we are targeting our slices reaching the market this week,” Mike Auvil, Procurement Manager for Raw Product, says. “The fresh crop is up 20 percent and we plan to expand our own line to more customers as there is more supply available.”
Because the beginning of apple season coincides with back-to-school, Megan explains that Crunch Pak’s Honeycrisp variety is the perfect high-volume item to fit into shoppers’ busy calendars as they adjust to the changing season and the new routines that come with it. To emphasize that to shoppers, Crunch Pak is working closely with its retail partners to provide highly visible, attention-grabbing packaging, promotions, and consumer savings.
But, it is apple season, which means there are quite a few brands and varieties vying for shelf space and consumer interest, leading me to ask Megan what sets Crunch Pak’s Honeycrisp variety and offerings apart from competitors.
“One of Crunch Pak’s points of differentiation in a very competitive and fast-paced category is our ownership of raw product. We can react quickly to crop conditions as well as consumer preferences. We see buyer and consumer focus on organic and have product lines that reflect that demand, including everything from snack trays to large foodservice options,” Megan notes. “Additionally, we connect directly with our consumers by using social media. It’s a great way to crowdsource trends and preferences.”
You heard it here first, it’s the season of the Honeycrisp and retailers around the country won’t want to miss out on this hot variety.