WENATCHEE, Wash. – Apple season has come into full swing for produce departments throughout the U.S. and made up 6.2 p.c of whole produce division gross sales over the past 12 weeks.
Stemilt BB #:113654 advertising and marketing director Brianna Shales sat down with Katie Harmon, communications supervisor for a Fast Facts: The Cast episode that mentioned the most recent 12 weeks of Nielsen U.S. apple class information ending on October 30, 2021. Shales and Harmon cowl how new crop apples carried out and analyzed regional information to supply merchandising ideas for the upcoming vacation season.
“The last twelve weeks of data had some very telling nuggets of data,” states Shales. “The top five apple varieties – Gala, Honeycrisp, Fuji, Granny Smith and Red Delicious – saw the most movement by volume and made up 77 percent of apple pounds sold from August through October. As we all could have guessed, Honeycrisp continues to be a dollar driver for the category, making up nearly 30.5 percent of apple sales in the U.S.”
Apple {dollars} elevated eight p.c year-over-year whereas volumes have been down 4 p.c. October is all the time a key month for apple gross sales, and adopted final yr’s development of creating up greater than 6 p.c of produce gross sales. This exhibits that customers responded properly to National Apple Month promotions and apples being positioned prominently within the produce division.
“Retailers did a great job during the month of October displaying apples and encouraging purchases,” explains Shales. “They also did a great job with branded varieties, including Rave and SweeTango apples. We saw great activity on both varieties, which makes us super excited for their potential next year.”
Shales says that resulting from higher volumes of Rave this yr versus final, gross sales and quantity have been up considerably. The distinctive timing of Rave supplies retailers a pleasant velocity spike in mid to late August and early September when different apple varieties are nonetheless coming off the bushes. SweeTango additionally carried out properly, making up 24 p.c of membership apple volumes between September and October. It was the quantity two membership apple by gross sales and eleventh apple nationally.
“Both Rave and SweeTango offer early opportunities to the retailer to boost the category with premium varieties,” says Shales. “They set the bar high while still driving the category forward which helps create more brand awareness, but also helps the category as a whole succeed.”
Shales additionally analyzed regional information and highlighted some notable factors, together with how Honeycrisp made up 41 p.c of gross sales apple gross sales within the Midwest, which was 10 p.c greater than the nationwide common. Bags are down in comparison with final yr because of the crop, however did see extra demand within the West, which is historically not a bag market.
“Analyzing and looking at each region is interesting as it gives us a lot of insight into purchasing habits and can help retailers figure out what’s working and what improvements can be made the following year,” states Shales. “One nugget I found interesting was organic apple volumes were up 10 percent from last year in the south region and nearly 18 percent of apple category dollars. This is an exciting insight that will hopefully continue to grow in the years to come.”
To proceed the thrilling class patterns into the vacation season, Shales instructed that retailers ought to concentrate on alternatives inside the crop for promotion by constructing plans round Cosmic Crisp to match its elevated quantity, making the most of the exceptional Pink Lady crop, and specializing in new autos to promote premium objects like natural Honeycrisp, which might help retailers earn further {dollars} with the class.
“While this isn’t the biggest Washington apple crop we’ve ever seen, fruit quality and flavor is excellent and retailers have plenty of opportunities to make the most of it with the right plans, promotions, prices and our World Famous apples,” states Shales.
About Stemilt
Stemilt is a family-owned grower, packer, and shipper of tree fruit. Owned and operated by the Mathison household, Stemilt’s mission is to domesticate folks and delight customers with its World Famous Fruits. Stemilt is a frontrunner in candy cherries and natural tree fruits, and a key provider of apples and pears. The firm stewards an environmentally sustainable and socially accountable enterprise via its Responsible Choice program, which has been in place since 1989. For extra details about Stemilt, go to www.stemilt.com.
from https://vegetablesnow.com/stemilt-reveals-promising-apple-gross-sales-numbers/
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https://almondetudier.tumblr.com/post/668311051888148480
from https://reginabailey.blogspot.com/2021/11/stemilt-reveals-promising-apple-gross.html
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https://almost-like-a-sunflower.tumblr.com/post/668323827168722944
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