Posts Tagged “SnapDragon apples”
The National Football League’s Buffalo Bills and SnapDragon apple have formed a partnership to raise awareness of the fruit in Eastern markets, according to Crunch Time Apple Growers, Lockport, NY.
“Our partnership with the Buffalo Bills has really been the highlight of our marketing efforts this season,” Jessica Wells of the grower/shipper said. “SnapDragon being the official apple of the team has presented lots of opportunities for promotion and partnership, bringing great awareness to the brand.”
Crunch Time Apple Growers’ 150 growers produce SnapDragon and RubyFrost apples in New York state. The growers’ cooperative is supported by 11 sales organizations in New York, Pennsylvania and Michigan, and fruit is marketed across the country, Wells said.
“Our fruit is primarily conventional, though there is a very small amount of acreage being grown organically,” she said.
This marketing season so far has seen strong movement of SnapDragon apples, Wells said.
Despite inflation and a weakening economy, Wells said the variety has experienced good demand this season.
“We have been pleasantly surprised by the strong movement of SnapDragon since the beginning of the season,” she said. “While production was up significantly over last season, sales growth has outpaced that growth in production. SnapDragon is considered a premium, high-flavor variety and it is selling better than ever!”
RubyFrost sales were just beginning for the season by late December, so Wells said it is too early to say how sales will compare.
“The quality of both SnapDragon and RubyFrost has been great this year and movement is strong so far, which has led to a general optimism,” Wells said.
Crunch Time Apple Growers represents 60% of New York state’s apple production.
LOCKPORT, N.Y. — Crunch Time Apple Growers, a New York State-based cooperative of 152 member growers, announced its largest anticipated crop volume of SnapDragon™ apples: 400,000 bushels, a 25 percent increase year-over-year. The sweet, crisp apples are being packed and shipped, with the first apples hitting select produce aisles now, and wider distribution expected in Q4 2021 and Q1 2022.
This harvest season will also mark the first with three new distribution partners: Applewood Fresh Growers LLC, and
Riveridge Produce Marketing, both of Sparta, MI; and Rice Fruit Company, Gardners, PA. These new packers and shippers will allow Crunch Time Apple Growers to expand its geographic reach among existing grocers and new retail partners, particularly in the Midwest and Mid-Atlantic.
“While other premium apple varieties grown elsewhere in the U.S. have seen challenges, we’re seeing really good size, color and flavor as harvest begins in upstate New York,” said Jessica Wells, Crunch Time Apple Growers executive director. “After months of nurturing the crop, our growers are excited to get SnapDragon apples, with their Monster Crunch and amazing flavor, into the hands of consumers. We know from our social media channels consumers are ready too.”
“SnapDragon is a variety that changes what people think of eating apples,” said fifth-generation farmer Joel Crist of Crist Bros. Orchards Inc. and Crunch Time Apple Growers board chair. “SnapDragon has always been about elevating the consumer eating experience and driving consumption of fresh apples. It’s easy for us to understand why, in a very short period of time, SnapDragon has risen to the top of the pack.”
To demonstrate the ongoing success of SnapDragon in the premium apple category since its release in 2014, Crunch Time Apple Growers recently partnered with Category Partners, a top market analyst firm for the food and beverage industry, to study the top 10 retailers that carried SnapDragon apples during the 2020 crop year (October 2020 to June 2021), in addition to reported Nielsen data. The findings showed:
- SnapDragon was ranked the sixth most popular premium apple variety nationwide and the top premium apple grown on the East Coast.
- SnapDragon generated year-over-year volume growth in all of the top 10 retailers and was the only apple that showed growth across all retailers in the study.
- SnapDragon posted double-digit sales growth year-over-year in the East Coast market.
- SnapDragon grew seven percent overall in volume year-over-year across all markets.
- In terms of dollar growth, SnapDragon generated the 10th strongest performance among the 26 identified premium apple varieties.