New CMI Orchards campaign links well-known apple varieties with premium counterparts

CMI Orchards has launched a retail campaign encouraging consumers to try its premium apple brands Juici, Ambrosia Gold and EverCrisp. 

The “Like This? You’ll Love That” campaign connects consumer favourites including Fuji, Gala and Honeycrisp to CMI’s premium alternatives.  

Danelle Huber, senior marketing manager, said the campaign would help shoppers confidently explore new varieties and make informed purchasing decisions. 

“We know consumers feel overwhelmed by the sea of apples on the shelf, especially during the winter months,” said Huber. “By linking exciting branded varieties to familiar names, we create a clear path for shoppers to expand their horizons. It’s about making it easy for retailers to capture additional dollars and easy for shoppers to find their new favorite apple.” 

The campaign comes amid a projected Honeycrisp shortfall of at least 30 per cent this season, which provides further opportunities to capture new buyers.  

“Honeycrisp sets the bar for apple pricing, and shortages give us the opportunity to introduce shoppers to other high-flavour options,” said vice president of sales, Joel Hewitt. “Ambrosia Gold, Juici, and EverCrisp are positioned to take centre stage, maintaining profitability and keeping consumers engaged.” 

Hewitt said each of the varieties brings something special to the table.  

“Juici offers a perfectly balanced tangy-sweet flavor with a crisp, refreshing bite, and its striking pinkish-red hue is impossible to overlook,” he said. “EverCrisp is supremely sugary and juicy, with a crunch that stores well, making it a favorite for consumers who crave sweetness without sacrificing that satisfying bite.” 

Hewitt also highlights the CMI-exclusive Ambrosia Gold, which offers an appealing colour break in produce displays.  

“The unique honey-like flavour and low acidity of Ambrosia Gold makes it the perfect everyday apple,” he explained, “creating a great opportunity to trade-up shoppers who typically go for similar mild varieties, like Gala”. 

The campaign was informed by a recent study conducted by CMI Orchards and Category Partners which revealed shoppers are eager to try new apples but need a nudge – whether through eye-catching displays, promotions, or in-store tastings. 

“Shoppers who try these apples keep coming back,” Huber said. “Investing in education and trial today doesn’t just drive sales now; it builds lasting loyalty and repeat purchases for retailers.”