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Honeybear Brands: Pioneering innovation and sustainability in the apple industry

By
Adam Campbell

Honeybear Brands, a prominent player in the apple industry with over 40 years of experience, originated as a grower/packer of regionally produced apples in southern Minnesota. Over the years, the company has evolved into a multi-region dual hemisphere apple operation, strategically positioned across North and South America. Operating in Washington, the Midwest, Nova Scotia and Chile, Honeybear Brands growing, packing and distribution operations cater to a diverse market.

logoDon Roper, vice president of marketing at Honeybear, highlighted the company’s enduring commitment to delivering an exceptional apple-eating experience for consumers. Roper acknowledged the historic innovation at the core of the company, emphasizing its role in commercializing popular varieties like Honeycrisp, Pazazz®, and First Kiss® as well as an exciting new yellow variety in development called Honeymoon™.

“Innovation is fundamental to who we are, and our passion is to contribute to a better and brighter future for farming,” stated Roper. The company’s ongoing efforts extend beyond taste, with sustainability programs addressing plastic reduction, greenhouse gas reduction, and low-impact agronomic practices through the TruEarth® growing program.

Facing a national oversupply and deflationary pressures, Honeybear is collaborating with retail partners to stimulate consumer demand for apples. Roper acknowledged consumer challenges, such as reduced purchasing power and overall price inflation, underlining the importance of programs highlighting the benefits of apples, including healthy eating and portability.

Internally, Honeybear focuses on delivering premium quality products through retailer supply assurance programs. “Our growing and packing operations in Washington and the Midwest enable us to execute low landed cost programs of premium Honeybear apples and pears,” noted Roper.

Sustainability remains a key aspect of Honeybear’s goals. “Company goals include increasing pollinator habitat, achieving zero food waste, zero plastic waste by 2025, reducing greenhouse gas emissions by 15 percent, and sourcing all power needs through renewable sources by 2030,” said Roper.

apple displayIn addressing the current market dynamics, Roper emphasized the need for retailers to strategize pricing given the abundance of apples from various regions. Encouraging retailers to maintain premium selections and organic at higher prices will provide shoppers with cues for good, better, best.

“Understanding consumer trends is crucial in standing out in a crowded industry,” he observed, referring to a campaign promoting the mood-boosting effects of eating apples, particularly the Pazazz variety. The campaign targets markets via social media where the variety is on the retail shelf and promotes mental well-being as a benefit to apple consumption.

“Sustainability has long been a priority for the company. TruEarth, a set of growing protocols developed with IPM Institute, reflects our commitment to responsible practices,” said Roper. He acknowledged the inherent unpredictability of annual production due to Mother Nature’s role, highlighting the company’s strength in providing a consistent supply through multi-region operations.

“As one of the largest privately held, family-owned, multi-region grower packer shipper of apples, we offer a consistent supply year-round,” Roper emphasized. The company leverages production regions in the Midwest, Washington, and the Southern Hemisphere to provide a year-round premium supply of both conventional and organic apples and pears.

Delivering high-quality products, providing exceptional services to retail partners, driving costs out of the supply chain through automation and innovation, and continually innovating to offer differentiated solutions are at the core of Honeybear Brands.

“We remain positioned for growth,” concluded Roper, “ready to navigate opportunities in the ever-changing landscape of the fresh produce industry.”

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February 4, 2025
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