New York Apple Sales, headquartered in Glenmont, NY, is off to a dynamite start with its new Yes! Apples consumer brand program
Jim Allen, vice president of marketing, said following a highly successful PMA Fresh Summit with the new brand, the company’s team will continue to introduce it at Booth No. 527 on the showroom floor at New York Produce Show on Thursday, Dec. 12, at the Javits Center Hall 1C in New York City.
“New York Apple Sales is a long-time exhibitor at this event,” said Allen. “The show continues to grow and to draw influential attendees. We treasure the opportunity to follow up with our existing customers and also to make new acquaintances.”
New York Apple Sales successfully launched both the new consumer brand, Yes! Apples and a new web site, www.yesapples.com, at the 2019 PMA Fresh Summit in Anaheim in October. Allen pointed out that although the new Yes! Apple launch was billed as a soft launch, the NYAS booth was re-designed to introduce the new look of the brand.
“PMA was an excellent venue to showcase the new look,” said Allen. “We had many visitors at the booth who were most impressed with the design and the messaging. Additionally, we distributed a small reusable cotton produce bag containing an apple and a sustainability message on the importance of re-using the bag to eliminate the plastic roll produce bag.”
The reusable, eco-friendly cotton bag contained one of three of NYAS’ premier apples; KORU, SnapDragon or SweeTango, resulting in an excellent way to send a positive message to help save the planet while crunching on a tasty apple.
“Introduction of new Yes! Apple packaging will gain speed later in the season as NYAS transitions away from the present Apple County brand which is also being phased out by the New York Apple Association,” explained Allen. “Shipping cartons, PLU stickers and poly bags will carry the new logo in the future.”
Tenley Allen Fitzgerald, director of brand marketing for NYAS—and Jim Allen’s daughter—was the driving force behind the Yes! Apples’ brand and the website. She was also on hand at NYAS’ booth at the Fresh Summit answering branding questions to the media, and she participated in two live video interviews.
At a separate event in Santa Monica, CA, on Oct. 16, NYAS team members and Starr Ranch Growers introduced the KORU apple to a receptive and diverse crowd of interested attendees at the FoundersMade Summit. This summit features the most innovative consumer brands in wellness, beauty and food and is considered the world’s most elite summit for the next generation.
“Koru apples dominated the scene as the only fresh item presented,” noted Allen. “Folks raved over the flavor and the crunch of the new crop U.S. grown KORU. Over 600 apples were sampled.
“The target audience for the KORU team was to meet and visit with food editors, food bloggers and brand influencers to introduce them to the KORU apple,” he continued. “Additionally, the event was helpful in our finding other brands to partner with to promote and help leverage our exposure and expand our reach to consumers.”
“The show yielded several partnering opportunities the company is actively pursuing,” said Fitzgerald,” who is also working on the KORU account. “We were very pleased with the FoundersMade summit and have the chance to reach a different audience. We were thrilled with the acceptance we experienced at this show.”
Joining Fitzgerald was Allen, Kaari Stannard, owner and chief executive officer of NYAS, Dan Davis, director of business development for Starr Ranch Growers, and Mike Marboe, domestic sales and marketing for Starr Ranch Growers.
Allen announced that Chris Goad has been hired as a sales assistant at NYAS. Also joining the company’s team is Matt Russell in the capacity of assistant of production.