Crunch Time Apple Growers' Jessica Wells Discusses Strategic Partnerships With Youth-Focused Events

NEWARK, NY - Implementing a blueprint that both increases access to fresh, nutritious produce and creates a new fan base for the category, Crunch Time Apple Growers is getting apples into the hands of more consumers at a variety of youth-focused events. As Jessica Wells, Executive Director, tells me, “Crunch Time’s summer camp strategy is rooted in a simple idea: meet future consumers where they are, in moments that are active, memorable, and fun.”

Can you tell me a bit more about Crunch Time’s support of these summer camps and kid-friendly events? How did this strategy come to fruition?

“We’re partnering with youth-focused events like football camps hosted by professional players like Saquon Barkley, Xavier Legette, and Cam Skattebo across the Northeast and Southeast, where we’re providing fresh SnapDragon apples directly to hundreds of young athletes and their families.

These partnerships first came together through our collaboration with the Buffalo Bills a few years ago. As we moved forward from that partnership, we saw an opportunity to work with football players and teams beyond the Bills. We are always looking for ways to extend apples beyond their traditional seasonal and retail context. Summer is a time when consumers often shift toward other fruits, but it is also when families are highly engaged in kids’ activities like sports camps. By showing up in those environments, we can introduce kids to a flavorful, juicy apple with a Monster Crunch®—even when it has been picked for more than six months.”

How do these efforts increase brand awareness for SnapDragon and support the overall apple category?

“Even though our marketing season is winding down, we always welcome an opportunity to get SnapDragon apples into the hands of people who have not tried them before. While the kids are on the field, families can interact with camp sponsors, sample the apples, and pick up reminders of SnapDragon for the next time they head to the store—or when the new season rolls around in September.

Believe it or not, many consumers still think first of Red Delicious or Granny Smith when they think of apples. Sampling at events like these gives us a chance to elevate perceptions of the category by introducing a flavorful apple with standout texture. And by offering them at a football camp, we reinforce the connection between fruit—specifically, a SnapDragon apple—and a convenient option to refuel after exercise. It supports the idea that what you eat can help how you feel and perform. Overall, meeting consumers in new settings helps grow awareness for SnapDragon while creating more opportunities for apples to be enjoyed year-round.”

Why is community support a key area of focus for Crunch Time? How does this represent the company’s internal values?

“Our retail partners and their employees are part of these communities, so supporting local kids and families just makes sense. It’s a natural extension of who we are. We have always believed in investing in the next generation and encouraging healthy, active lifestyles. Showing up with fresh fruit in places where kids are learning, playing, and growing fits right in with that.

It is also about access. Not every child has regular exposure to fresh, high-quality produce. By being present in these spaces, we can help close that gap and make it easier for more kids to enjoy nutritious, real-food snacks.”

How else is SnapDragon making an impact beyond these summer camps and youth-focused initiatives?

“SnapDragon apples are also showing up in meaningful ways, supporting communities and causes throughout the year. The brand helped support the First Lady’s Breakfast in Indiana, which raised funds for Dolly Parton’s Imagination Library of Indiana.

SnapDragon also played a role in supporting Bills running back James Cook’s charitable efforts benefiting Blood Cancer United and the Alex Eligh Community Center (in Newark, NY), and will be present at—and contributing to—his community BBQ in Miami at the end of May.

In addition, SnapDragon apples have been a go-to snack for runners and walkers at local road races, offering something fresh and energizing at the finish. For the past few years, SnapDragon has been at the Micah Hyde Charity Softball Game, handing out sliced apples to families and supporting Micah Hyde’s Imagine for Youth Foundation. With Hyde now officially retired, he has transitioned his support to the Greg Rousseau Charity Softball Game, which supports the Rousseau Family Foundation. On June 7, SnapDragon is participating as a sponsor, offering samples to spectators as they leave the game.

SnapDragon also has an ongoing partnership with former Syracuse basketball star, Eric Devendorf, and his ED23 Foundation Thanksgiving Dinner Giveaway at the Boys & Girls Club of Syracuse, helping provide holiday meals to more than 600 families.

It is all part of a broader effort to make fresh, high-quality fruit more accessible while staying closely connected to the communities we serve.”

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