Harvesting of SnapDragon and RubyFrost, two relatively new branded apple varieties grown in New York State in the US, has begun in earnest, with producers predicting their biggest crop ever.
Marketed by Crunch Time Apple Growers, consumer response to the varieties has apparently been “overwhelming” and the expectation this season is that a concerted promotional push will generate even more interest in the larger crop.
According to Crunch Time, creating increased consumer awareness and demand at store level will be the main focus of this season’s marketing plan.
Retail partners are poised to offer in-store tastings, create displays using high graphic bins and point-of-sale materials, and offer coupons.
Crunch Time is also partnering with The Tri-State Tough Mudder, a 10-mile team race across an obstacle course due to take place on 8-9 October, where it will provide apples to athletes at the finish line.
Mark Russell, Crunch Time’s marketing committee chairman, said the group wanted to support a fitness event that embodied the “fun and flavour” of SnapDragon.
He commented: “I want to see those muddy faces take their first bite! That kind of customer satisfaction is what inspires me as a grower.”
Russell said that growers of SnapDragon and RubyFrost were “extremely gratified” to see retailers supporting their new apples.
Recent expansion
The group has responded by expanding production and seeking more retail partners who share their vision for great-tasting, crunchy apples.
“You just can’t beat the sweetness, flavour and crunch of SnapDragon. Definitely worth waiting for,” he adds.
Created by experts at Cornell University, SnapDragon and RubyFrost are grown exclusively under licence and to exacting standards in order to guarantee a great eating experience.
Crunch Time’s 145 apple growers, located throughout New York State, began planting their orchards with the varieties in 2011 and supplied the first volumes to supermarkets in 2013.
Production has been increasing rapidly from year to year, as orchards mature and bear more fruit.
SnapDragon will be in stores in October and RubyFrost from January.
