WASHINGTON - I recently had a discussion with Jen Lessner, Senior Manager, Shopper Marketing & Insights at T&G Global, to explore the opportunities and challenges that exist for retailers promoting the apple category. From Jen’s perspective, there are several things category buyers can do to support suppliers on both fronts:

• Optimize Shelf Strategy: Prioritize high-performing, premium brands in limited shelf space. This matters because it streamlines the assortment, reduces shopper confusion and boosts per SKU performance
• Invest in Clear In-Store Communication: Use branded POS, shelf talkers and comparison charts to educate shoppers on flavor, use and health benefits. This helps reduce decision fatigue and drives confident purchasing. Include QR codes linking to videos, recipes, or grower stories for deeper engagement
• Promote Year-Round Relevance: Merchandise premium apple brands with complementary seasonal items (i.e. summer salads, cheese boards, or baking displays). This helps keep apples relevant, even when seasonal produce dominates
• Support Premium Value in a Value-Focused Market: Communicate the value of quality: longevity, flavor and reliability over time. Premium shoppers spend more and expect more during their trips
• Enhance Digital Presence: While digital shelves are limitless, shopper attention is not. Prioritize high-performing brands in homepage banners, top picks and seasonal content
• Collaborate on Shopper Education and Storytelling: Work with brand partners to co-create content—social campaigns, in-store events or influencer partnerships. Shoppers love a story and remember an experience

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