Apple industry unites to increase sales
Apple industry unites to increase sales
It’s not unprecedented for the apple industry to work together — industry members do so daily on issues ranging from immigration to trade relations to crop research. But this holiday season U.S. Apple Association and participating members are working to support apple sales by conducting joint retail communications and consumer education programs that share the same themes with their respective audiences at the same time.
“There is great opportunity here for us to deepen the impact we make with media and consumers alike by joining efforts,” Suzanne Wolter, chair of USApple’s consumer health education and public relations committee, said in a press release. “Right now we have not only the right team to implement these types of programs, but also the industry enthusiasm and support to make them a success.”
Beginning the week of Dec. 1 and continuing into early spring, USApple and select members will hold monthly PR and social media outreach initiatives to reach online fans and media. The efforts will be aimed at attracting greater consumer attention with consistent and timely messages and images.
“Consumer news media and social media are increasingly busy, cluttered places to connect with consumers — particularly during the holiday season,” Wendy Brannen, director of consumer health and public relations for USApple, said in the release. “By conducting joint communications campaigns in which much of the apple industry, including producers, processors and retailers, are presenting the same content at the same time, we’re better able to break through to consumers with important, helpful messages that will ideally translate to increased apple sales.”
The December program focuses on encouraging consumers to “share the health” this holiday season with do-it-yourself apple gifts, including homemade gift baskets, butters and jams, with apples as the healthy, accessible and affordable center ingredient. Members will be sharing similar posts and professionally styled photography on their social and digital channels and pitching consistent messages and materials to their respective target consumer media.
Forthcoming campaigns will focus on the benefits of resolving to eat two apples a day in January, and promoting apples’ heart health research during American Heart Month in February.
Retailers and other USApple members and supporters interested in participating in the campaigns may contact Brannen at [email protected].
