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In the Trenches: Increasing Apple Varieties a Merchandising Challenge

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In the Trenches: Increasing Apple Varieties a Merchandising Challenge - Advertisement - In the Trenches: Increasing apple varieties a merchandising challenge October 11, 2019 There’s a children’s book entitled, Apples Here, Apples There, Apples, Apples Everywhere. It covers facts about Johnny Appleseed, the apple life cycle, farming and harvesting. It also mentions several varieties such as Red Delicious, Granny Smith, Gala, Fuji, Pink Lady and Golden Delicious. I find it interesting that children in the first and second grade can learn about apple varieties so early. More interesting is the fact that from now until the time they grow up, advanced varieties will probably 1 / 3 still be in the development stages. Growers continue to develop proprietary apple varieties at an accelerating pace these days. It has developed into a trend and stalled the movement of some older varieties in the process. This current practice has exploded and is changing the entire apple retail scene. Koru, Envy, Opal, SugarBee, Rockit, Jazz, Kiku, Rave, Cripps Pink and Pazazz are only some of the new apple assortments to enter the picture. Other varieties are no doubt in the evolving stages. This is a huge investment for growers. Since produce department display space is becoming overcrowded, how are all the new apple varieties going to fit into the merchandising system? More importantly, how are the shoppers going to be persuaded to purchase them? They are already confused as to which apple to buy with the influx of several new choices in recent years. With all the newer apple varieties being introduced, I asked my friend Jay Schneider, produce director at Acme Markets in Malver, PA, how he addresses this issue. “I carry 13 apple varieties now,” he said. “However, with all of those new varieties that go in and out, you can’t just take on only one of them. And you can’t just stick them in a row between a red and golden apple. Seventy percent of sales come from four varieties and more than 35 percent is from Honeycrisp alone. We take a new apple variety and give it a full end cap display for a two-week period. We use heavy POS and tell a story about the apple. Keep in mind that 72 percent of produce is purchased on impulse, so this is sure to catch an eye. Then once we complete the end cap trial, the variety is placed in line with our regular mainstay apple varieties where customers will look for them.” Some apples are losing their long-standing popularity as the newer varieties penetrate the market. We took a survey of apples handled by seven major supermarket chains and found that the average number they carried was 10 varieties. According to the U.S. Apple Association website, a total of 15 varieties account for almost 90 percent of production. Roger Pepperl, marketing director for Stemilt Growers in Wenatchee, WA, said, “The new varieties have to be much better than good. Most of the new varieties are better than a Gala, which is the biggest seller in the country. In the future, I see retailers selling apples more like the candy bar industry — based on attributes. The retailer can carry different choices based on filling defined flavor, usage and texture attributes. So, we can have an ultra sweet apple, a tart apple, a yellow apple, a culinary apple and such. We are also encouraging the trademarked apples be carried in the stores longer. These quick in and outs on new apple varieties don’t work as well because there are no repeat sales of them.” Innovation is not only conducted in the automotive, electronic, scientific or other industries. It also applies to the agricultural field. The apple industry, like any other, will continue to develop new varieties that will continue to look and taste better in the coming years. After all, just look at how plain yogurt advanced in the many flavored varieties. Whether it’s about apples or salad mixes, new ideas in the produce industry are part of a growing business. It’s not so much about developing the new ideas as it is from breaking away from the old 2 / 3 ones. Ron Pelger is the owner of RonProCon, a produce industry advisory firm. He is also a produce industry merchandising director and a freelance writer. He can be contacted at 775-843-2394 or by e- mail at [email protected]. Print Powered by TCPDF (www.tcpdf.org) 3 / 3.
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