With zippy flavors and an attitude to match, Rave apples will be all the rave starting in early August. Applewood Fresh, Yes! Apples and Stemilt are preparing for the upcoming apple season and encouraging retailers to do the same.

Brianna Shales, Stemilt's marketing director, said Rave’s positioning as the back-to-school apple and the brand’s partnership with Back2School America will give back to students and families in need while igniting apple sales for retailers early in the season.

“Rave is rearing to do amazing things for the category as the first apple to harvest in the fall,” said Shales. “Its unique timing brings a premium apple to the market weeks before other varieties come off the tree. Rave is only available for a limited time, so there’s no time to waste when it hits the market.”

Rave is harvested starting in late July and goes to market beginning in early August. It’s grown by Stemilt in Washington, Applewood Fresh in Michigan and Yes! Apples in New York. Rave supplies are expected to increase over the last year and Stemilt is projecting a quality Washington-grown crop with good volumes and fruit sizes. Retailers can bring Rave to store shelves from August through October to help give the category momentum as it heads into the prime fall apple months.

“Rave apples can help fill the apple sales void that many retailers see when produce departments transition from summer to fall,” said Shales. “Because Rave is available right as kids head back-to-school, our brand is partnering with Back2School America during its short season to support young students going back to school this fall.”

When someone chooses to buy Rave apples this season, they will be helping provide 2,000 school supply kits to students in six major markets. Signage at the point of sale will help retailers celebrate the giving component, while Rave will also be reaching media and influencers through a back-to-school themed campaign.

“Apples and education have always gone hand in hand so it’s fitting to bring the first new crop apple into the limelight with this Back2School America partnership,” said Shales. “Retailers have a great opportunity with Rave to align with a feel-good brand fresh off the tree fruit, and great growers to make for a great kickstart to apple season.”

Rave is a natural cross between the beloved Honeycrisp and MonArk apple from Arkansas. It hails from the University of Minnesota’s apple-breeding program that developed Honeycrisp. It’s outrageously juicy with a refreshing snappy zing that presents a balanced sweet to tart apple eating experience that will delight consumers with something new.

“Rave’s Honeycrisp parentage brings a familiar, crisp crunch with a new snappy flavor to take any retailer’s apple category to the next level,” said Shales. “From the premium quality of this variety to its outrageously juicy and delicious flavors, we can’t wait to see what Rave will continue to bring to the category.”