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CMI promotion shifts consumer focus to club apples

CMI Orchards will launch a spring retail promotion at the beginning of March. Featuring a lineup of some of the freshest apple flavors on the market, CMI’s Season of Flavor program includes Ambrosia, KIKU, Kanzi, Jazz and Pacific Rose.Season-of-Flavor-Logo-for-C

The promotion offers participating retailers incentives and prizes throughout the event for promoting the branded apples with event signage and in-store displays. The Season of Flavor promotion will run for 10 weeks, featuring a different branded apple every two weeks. The promotion is targeted to hit more than 2,000 retail locations.

According to Steve Lutz, vice president of marketing for CMI Orchards, national supermarket scan data results show that late winter through early spring is prime time for retailers to capture incremental sales with branded apples. “The data reveals that retailers with the strongest performance in the overall apple category focus on extracting incremental sales by highlighting branded apples for their customers,” he said in a press release.

The Season of Flavor promotion was designed to help retailers take advantage of this short window of opportunity to lift category sales. The promotion offers retailers a turnkey program to encourage consumer trialing, helping retailers capture bigger rings at the register.

According to Lutz, most of the branded apples included in this promotion carry retail prices over $2 a pound. “Supermarkets that can shift consumer purchases to higher-priced apples simultaneously drive the average category transaction. Promoting club apples at this time of year just makes good financial sense for retailers,” he said.

In addition to custom incentives for retailers, and produce manager display contests, CMI has created signage and point-of-sale materials to help retailers drive excitement during the Season of Flavor promotion.