Posts Tagged “Next Big Thing”
SweeTango weekly apple sales increased 43.6 percent in the U.S. between August 7th and October 29th. This was and average of 54 pounds per store over the same time frame in 2015, according to apple grower cooperative Next Big Thing.
The co-op, which includes 47 growers from Washington to Nova Scotia, cited Nielsen Co. data in a news release, saying SweeTango was the 10th-best-selling apple overall — falling just behind Pink Lady and Jazz — and the second-best-selling apple when compared only to club varieties, according to the data.
Pricing for SweeTango averaged $2.33 per pound and $233 a week per store in sales.
A marketing program by Next Big Thing was rolled out across the U.S. and Canada in 2016 that included “refreshed packaging designs” and joint efforts with retailers to invest in digital coupons and in-store demos.
The campaign included a new tagline, “Free the Crunch,” along with a social media contest that generated 1,400 entries on Facebook, Twitter and Instagram, as well as a 42 percent increase in traffic to SweeTango.com, over a 47-day period.
The initiative also had a series of short-form animated videos promoting the apple variety’s crunch and flavor, which drew 42,000 views on YouTube and Facebook over a 90-day period.
The effort also included a SweeTango Society blogger outreach program, with 12 bloggers in the U.S. and Canada featuring unique SweeTango recipes on their blogs from September through November.
“Consumer awareness and trial for the brand continues to receive favorable responses at shows as well as with in-store sampling and local marketing events,” said David Williams, vice president of sales and marketing with Wolcott, N.Y.-based Fowler Bros. Inc..
A highlight of the season was partnering with the Syracuse Crunch AHL hockey team to promote the uber-crunchy SweeTango with sampling, in-game fan activities like apple dunking on the ice, and more.
The overall 2016 crop was slightly larger than 2015 but marginally smaller than projected due to Midwest hail in the early growing season and harvest-time cracking in New York, the co-op reported.
Lake City, Minn. – Members of the Next Big Thing Growers’ Cooperative recently released their estimates for the 2016 crop of SweeTango, the sweet, tangy, and remarkably crunchy apple that was developed by the University of Minnesota to feature the best characteristics of the Honeycrisp and Zestar! apple varieties.
The projected crop yield is 450,000 standard 40-lb boxes, which is an 18% increase over last year’s crop of 380,000, and 9% larger than the 2014 harvest of 413,000 boxes.
Preliminary projections estimated a yield of 465,000 boxes for 2016, however severe storms on July 8 in Suttons Bay in northern Michigan produced hail up to 2” in diameter that caused extensive damage to the crop in that region, thereby reducing the overall estimate. Other growing regions across the U.S. and Canada have not been adversely affected by weather to date.
The timing of the harvest varies by growing region, as orchards are spread across differing climates in locations like Washington, Minnesota, Wisconsin, Michigan, New York, and Nova Scotia, Canada. Washington will begin harvest first in early August, which means SweeTango will start appearing in the market around Labor Day.
As the SweeTango apple crop has continued to grow over the past decade, so does the length of the season. Once a hyper-seasonal fruit due to limited yields from a relatively small number of young orchards, SweeTango’s season is now expected to extend from early September to late December. This is great news for SweeTango’s enthusiastic and loyal consumer following.
Theron Kibbe, executive director of Next Big Thing Growers’ Cooperative noted, “We are looking forward to a good size SweeTango crop of excellent quality, with sizes that retailers are successful with. We have a robust marketing program in place that will drive shoppers to stores with SweeTango apples on their lists. We also will be partnering with retailers with in-store activities designed to increase trial and introduce new shoppers to SweeTango’s tangy-sweet flavor and exceptional crunch.”
NEXT BIG THING
Headquartered in Lake City, Minn., Next Big Thing, A Growers’ Cooperative is a 45-member cooperative of family growers, spread over five time zones from Nova Scotia to Washington State, that grows and markets managed varieties of apples, beginning with SweeTango. You can find more information on SweeTango at http://www.sweetango.com or on Facebook at http://www.facebook.com/sweetango.