New York Apple Sales Showcases Yes! Apples™ at PMA Fresh Summit
GLENMONT, NY - PMA Fresh Summit is right around the corner, and with opportunities to connect with old friends, network with new ones, and marvel over the smorgasboard of fruits and veg on display, it’s sort of like summer camp for the produce crowd (but with slightly less lanyards). New York Apple Sales, Inc. (NYAS) will be on hand to represent the apple category from back east, and highlight its Yes! Apples™ brand to kick off the season.
“We wanted to adapt a fresh look, with a contemporary design that fits well into the buying habits and preferences of today’s consumers” said Tenley Allen Fitzgerald, Director of Brand Marketing. “As a millennial and brand specialist, I respond favorably to product messaging that addresses my interests and often includes a reason to purchase. Our message is simple, say YES! Apples, Family Owned in New York Since 1919. We continue this message, with YES! to Family Farms, YES! to Fresh, YES! to Locally Grown, and YES! to Juicy. All these statements answer the top questions that consumers want to know and especially when deciding on what fresh fruit to purchase, YES! Apples can be the choice.”
The organization’s Honeycrisp, Gala, Fuji, McIntosh, Pink Lady, and Red Delicious varieties will all be sporting the vibrant Yes! Apples packaging, starting in late fall, as NYAS gradually rolls out the new look, according to a press release.
The new branding is intended to communicate the organization’s ethos and history—as an apple category staple since 1919, and women-owned since 1999—and was developed using extensive consumer research, customer focus groups, survey panels, and market analysis to identify consumer-grabbing designs.
For years, NYAS has used only its business name or a generic state brand when labeling its bags and cartons, but after analyzing consumer preferences and purchasing trends, the organization found that generic names do not target or appeal to customers. Research shows that consumers are more likely to respond favorably to a specific brand than a company’s identification.
The Yes! Apples brand (exclusively distributed by NYAS) was introduced to more than 100 apple growers at its annual meeting this summer, and was met with resounding enthusiasm. Growers can rest assured that their exceptional apples will now feature a new brand that will build equity in the marketplace for the future.
Itching to check out the new look for yourself? Head over to New York Apple Sales booth #3061 or the New Products Showcase to see the organization’s latest and greatest, first-hand.
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