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.