Retailers partnering with the company benefit from its robust offerings, which cater to diverse consumer preferences. This season, CMI is addressing market challenges, such as the short Honeycrisp crop, by promoting its strong inventory of high-flavor apples. “CMI has a strong promotable volume of high-flavor apples ready to take the spotlight and meet consumer demand,” Huber said. By emphasizing these alternatives, the organization is helping retailers maintain consistency in their apple categories despite industry fluctuations.
Ensuring the highest quality standards is a cornerstone of the company’s operations. With multigenerational growers bringing decades of expertise to its orchards and advanced technology powering its packing facilities, the business delivers fresh, premium apples. High-tech systems inspect apples for defects, size and color, ensuring only the best fruit reaches consumers. “We have a highly skilled quality control team upholding the highest standards,” said Huber. These processes guarantee that every shipment meets the expectations of retailers and customers alike.
To further support its retail partners, the company provides resources designed to maximize sales and consumer engagement. A standout example is the focus on in-store sampling events, which have proven to significantly increase sales. “Sampling events boost trial, build shopper loyalty, and create lasting sales growth — particularly for smaller brands,” said Huber. These events encourage shoppers to explore new varieties, fostering repeat purchases and enhancing brand loyalty.
In addition to sampling, the company has developed innovative point-of-sale materials that simplify the shopping experience and highlight premium apple varieties. Campaigns like Flavogram and “Like This? Love That!” use high-impact visuals to guide shoppers toward flavor profiles that suit their preferences. Branded displays, eye-catching signage and omnichannel marketing further support these initiatives, helping retailers convert customer curiosity into lasting loyalty.
The organization’s ability to stay ahead of industry trends is another key to its success. Close collaboration with retail partners allows it to align strategies with consumer preferences, while detailed sales data analysis tracks category performance. Metrics such as repeat purchases and loyalty program engagement provide valuable insights into emerging trends and evolving shopper behavior. “We ensure we stay aligned with what both shoppers and retailers are looking for,” said Huber, underscoring the importance of this proactive approach.
Beyond quality and retail support, sustainability is a significant focus for the business. Through its collaboration with Royal Family Farming, CMI participates in initiatives like The Soil Center, which repurposes agricultural byproducts into high-quality soil amendments. These amendments increase soil carbon, reducing reliance on fertilizers and pesticides while producing nutrient-dense food. “By boosting soil carbon, we reduce dependence on fertilizers and pesticides while producing nutrient-dense food — championing a healthier future for crops and the planet,” Huber said. These practices highlight the organization’s commitment to balancing environmental responsibility with its business goals.
The company’s ability to offer variety, ensure quality and prioritize sustainability has positioned it as a versatile and reliable partner for retailers. This adaptability is particularly valuable in a competitive market where consumer preferences are constantly evolving. Huber summarized, “Retailers know their consumers best, and we take pride in providing something for everyone, keeping our partners well-stocked year-round.”
As the apple industry evolves, the company’s commitment to innovation and collaboration remains a driving force. From leveraging data insights to enhancing the in-store experience, CMI prioritizes strategies that benefit both its retail partners and consumers. Whether through the introduction of new varieties, support for sustainability, or engaging marketing campaigns, the business continues to lead by example. With its focus on high standards and forward-thinking practices, CMI stands out as a company shaping the future of the apple industry.