WENATCHEE, WA - What better time to evaluate the apple category than at the beginning of a new year? I had the chance to connect with Stemilt’s Brianna Shales, Marketing Director, who shared the details of a tight market, although some varieties still have promotion potential at the retail level.

“On the whole, apple pricing is up and strengthening over last year because of the short crop in Washington State, which is the United States leader in apple volumes,” she began. “It’s a unique year with WA’s volume of apples down considerably from normal. This leads to challenges with some varieties in tight supply, but also lends to promotion opportunities on others in order to help the category grow. Inflation is impacting the category with apple dollars up considerably year over year, but there are still opportunities in the crop to drive volume at retail. Sizing is down a bit from last year, leading to opportunities for bagged offerings, which continue to be in high demand.”

Brianna explained that harvest for the season has come and gone, and now Stemilt is getting into the packing/shipping season with fruit that is kept in storage. Earlier in December, Cosmic Crisp® apples came back into season, so the company is working on promotions to continue to help this apple climb the ranks as it grows in volume.

“Cosmic Crisp is up in volume over last year as more trees have come into production, so planning promotions around that are going to be key to category health. Pink Lady is another one—with a sweet/tart flavor profile—that is promotional. As always, promoting multiple apple varieties at once is better for the category than single-variety promotions,” Brianna shared.

It was a challenging year weather-wise for apples in Washington, mostly related to the coldest spring in a century, Brianna told me. Even with the weather and challenges it brought on apple supply, the crop that was harvested has great eating qualities and fruit finish.

“The new year is a big time for apple promotions as people return to produce for healthier options and are focused on resolutions,” Brianna stated on a final note. “Navigating the opportunities within this unique crop is key to ensuring that apple volumes grow in line with apple dollars as much as possible. Promotions are still warranted and important to do regularly.”

Heed Brianna’s advice, retailers. You don’t want to miss out on the apple opportunities that lie in wait!

Stemilt