Washington’s abundance of leading apple varieties allows retailers to maintain strong promotions throughout the year, with back-to-school, fall and holiday-themed programs kicking off opportunities to generate sales.

Refreshed displays and flavor-driven campaigns can connect with consumer demand for healthy eating, seasonal resets and convenient snacking, said Kaci Komstadius, marketing manager for CMI Orchards, Wenatchee, WA.

“Supported by consistent volume, excellent flavor and a diverse assortment, the 2025 crop positions apples as a dependable, high-impact category driver — delivering sales momentum and consumer engagement from harvest through spring and beyond,” Komstadius said.

Retailers are responding favorably to the new crop, she said, with strong early demand that’s driven by fresh quality, promotable volume and the excitement of a season reset in the produce department.

“Buyers are leaning into the opportunity to refresh displays, launch promotional campaigns, and reconnect consumers with the flavor and crunch of freshly harvested apples, Komstadius said.

Branded managed varieties, such as Cosmic Crisp continue to gain in importance as an essential part of the apple category.

“While most people would agree that Honeycrisp is a consumer favorite, the branded apple segment continues to reshape the U.S. apple category, driving premium sales and deepening consumer engagement through variety differentiation and high-flavor appeal,” Komstadius said.

The top five premium apple varieties are Cosmic Crisp, Envy, SugarBee, Rockit and Ambrosia, four of which are grown by CMI Orchards, she said, demonstrating its portfolio strength and strategic retail alignment.

Cosmic Crisp, one of the fastest-growing varieties (in volume), has quickly become a top performer at retail, Komstadius said, with its bold flavor, dynamic crunch and impressive shelf life.

“Its rapid adoption and consistent year-over-year growth highlight both its consumer appeal and long-term staying power,” she said.

CMI also drives momentum with SugarBee, Envy and Ambrosia Gold, which deliver distinctive flavors, premium positioning and repeat purchases, she said.

“These apples not only capture consumer attention but also play a vital role in meeting the rising demand for standout taste, visual appeal and memorable eating experiences,” Komstadius said. “As shoppers become more adventurous and brand loyalty strengthens, helping them discover new favorites is essential. CMI supports retailers with robust merchandising programs, digital promotions and consumer education that simplify the shopping journey and drive trial.”

As Cosmic Crisp trees mature, they’ve brought on a surge of production, with 40 percent - 50 percent year-over-year gains in recent years. Komstadius said. This season, the industry expects Cosmic Crisp production to plateau, allowing retailers to better plan consistent promotional efforts with a reliable supply.

CMI’s varietal mix continues to change to meet consumer preferences, prioritizing high-flavor premium varieties that resonate with consumers and generate excitement at retail.

CMI also grows KIKU, Kanzi, Jazz and Evercrisp.

“By leaning into consumer-driven demand and refreshing our mix with high-flavor offerings, we’re ensuring the category stays dynamic while giving retailers the tools to drive premium apple sales year after year,” Komstadius said.

CMI expects organic apple tonnage to rise significantly this year, led by Honeycrisp, which is making a strong comeback after a challenging season, she said.

“Organic growth presents new opportunities for retailers to build impactful displays and connect with health-focused shoppers looking for premium options,” Komstadius said.

CMI’s retail promotions include the American Dream program, which raises money for veteran organizations, and the Apple Flavors of the World program. Flavors of the World highlights the diverse range of apple origins in CMI’s portfolio and celebrates the unique flavors through storytelling, signage and displays that spark shopper curiosity.

This fall, CMI is introducing Apple Crush, which Komstadius said is a “flavor-forward campaign that helps shoppers discover their ‘perfect apple match.’ The campaign involves interactive digital tools for consumers, store activations and social media integrations.

“Across all programs, CMI provides branded shippers, display solutions, digital content and consumer-facing materials to ensure promotions are seamless, impactful, and effective in driving engagement at every touchpoint,” Komstadius said.

The Washington apple industry continues to focus on sustainability from the orchard to packaging and consumer engagement, she said. CMI’s regenerative agriculture program focuses on restoring soil vitality and sequestering carbon, and the company has established a “no burn” policy for trees removed from orchards.