CMI Orchards and Category Partners Study Highlights Importance of Branded Apple Varieties at Retail; Rochelle Bohm Comments
WENATCHEE, WA - Earlier this year, CMI Orchards partnered with Category Partners to conduct a study to better understand consumer preferences. With the results in, the provider reported that branded apples such as Ambrosia Gold®, EverCrisp®, JUICI®, and Kanzi® outperform their mainstream counterparts in blind taste tests.
“These powerhouse apples are proven winners, delivering superior taste and quality. In every blind comparison, branded apples came out on top,” says Rochelle Bohm, Vice President of Marketing. The study included diverse demographic panelists, and focused on apple purchases, varietal knowledge, motivators for purchase, and preferences in appearance and flavor. Participants compared high-flavor branded varieties to mainstream apples with comparable flavor profiles: Ambrosia Gold vs. Gala, EverCrisp vs. Fuji, JUICI vs. Honeycrisp, and Kanzi vs. Pink Lady®. Our data shows that consumers are not only willing, but eager to trade up to premium apple varieties.”
How can retailers take advantage of this knowledge, especially seeing that consumers consistently reported higher ratings for flavor, texture, and appearance on these branded apples?
“Stocking Ambrosia Gold, EverCrisp, JUICI, and Kanzi meets consumer demand, drives sales, and enhances produce aisles,” Bohm continues. “Spotlighting these premium apples with sampling programs and clear, descriptive signage that showcases their unique flavor profiles—such as CMI’s Flavogram® program—will enhance retail performance and drive trial, leading to repeat sales.”
One of the hurdles to getting the fruit in the basket are the conceptions regarding apple appearance.
“Flavor descriptions and recommendations proved key in guiding overwhelmed consumers to try new varieties,” she explains. “Targeted signage and on-bag messaging steers them toward informed choices, driving shoppers toward high-flavor branded apples that boost incremental sales in the produce department. Our flavor education tool, Flavogram, can be customized to promote specific product trials. For example, custom point-of-sale [signage] that reads, 'Like Gala? You’ll LOVE Ambrosia Gold.'”
For more information, click here.
AndNowUKnow will continue to report on the latest in the apple category, so stay tuned.
