SHAWNEE, OK - Fresh produce is moving in on the commanding display tactic previously granted to beer and soda, and it only takes about 35,000 pounds of apples. That is what Oklahoma-based Firelake Discount Foods is doing with an absolutely gigantic presentation of Chelan Fresh’s Fuel Up to Play 60 (FUTP 60) label bagged apples.

“This store is going a long way to make healthy options affordable and available for parents,” Mac Riggan, Chelan’s Director of Marketing, shares with me. “This is quite possibly the world’s largest bagged apple display in a grocery store.”

In fact, to start our conversation, Mac sent me photos of the towering construction. What I am used to seeing dedicated to center store and party options we want to steer future generations away from is being dedicated instead to Red Delicious, Granny, and Gala apples. It is nothing short of awe-inspiring.

Totaling in 11,760 3 lb bags, the apples are specifically value-priced for parents as a part of the 10-year-running Fuel Up To Play 60 program.

“The FUTP 60 program empowers kids to make healthy choices. This leading national program is focused on helping schools meet their wellness goals and encourage kids to consume healthy, nutrient-rich foods and at least 60 minutes of physical activity a day,” Mac explains.

Not only does our industry perfectly align with that cause, but the program’s roots in being founded by the NFL, among other partners, suddenly brings to mind what might have inspired Firelake Discount Foods’ display: it looks like a towering Super Bowl promo of apples.

Let’s hope this not only inspires more eye-catching produce displays around the nation and beyond, but the sales numbers to match.

Chelan Fresh Fuel Up to Play 60