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Light up Fourth of July sales with CMI's American Dream program

CMI Orchards is primed to supercharge summer sales this Fourth of July. Rochelle Bohm, vice president of marketing, said patriotic holidays like the Fourth of July offer retailers special opportunities to honor veterans and support military families.

Rochelle Bohm
Rochelle Bohm

“CMI’s American Dream program offers a dynamic in-store merchandising opportunity, allowing retailers to give back to military charities. A portion of proceeds from every box sold can be donated to a military charity of the retailer’s choice, or to a cause CMI already supports such as the Wounded Warrior Project, Soldiers' Angels or Operation Homefront to name a few,” she said.

This makes the program highly customizable; retailers can choose causes that are important to them and give back at a national or local level. “Our impactful patriotic packaging not only enhances shelf appeal but also resonates with consumers looking to express their love of America during this significant and highly celebrated national  holiday,” said Bohm.

Loren Foss, vice president of business strategy at CMI, recommended a powerful promotion strategy. “This Fourth of July, we’re spotlighting two high-flavor apples: JUICI and Ambrosia Gold. These premium varieties, known for their exceptional quality and taste, are perfect for driving Fourth of July sales and maximizing charitable contributions.”

Loren Foss
Loren Foss

CMI’s JUICI apples, discovered in Wenatchee, WA, by the Thomas family, offer a balanced sweet and tangy bite with crispness from their Honeycrisp lineage. “JUICI sales increased by 25 percent over the last 52 weeks, according to Nielsen IQ through May 18. Retailers can leverage this success and tap into the popularity and strong performance of JUICI throughout the summer,” said Foss.

Bohm said CMI’s Ambrosia Gold set the gold standard for Ambrosia apples with their sweet, honey flavor, crisp bite and slow-to-brown flesh.

“Introduced to the USA almost two decades ago, they continue to be a top choice for sweet, crisp apple lovers,” said Bohm. “Recently, we teamed up with Category Partners to conduct focus group surveys in blind taste tests, comparing branded varieties with legacy varieties.  Participants consistently ranked Ambrosia Gold higher than its legacy counterpart, Gala, across all key metrics — including flavor, texture and appearance.” Of those participants, said Bohm, 85 percent positioned Ambrosia Gold in their top three apples of eight sampled, 75 percent preferred it to Gala entirely, and 35 percent claimed it was the favorite variety they tasted.

Cherries are also available in the American Dream program, including red and Rainier varieties. “Cherries are a summer sensation," said Foss. "Their limited season creates a sense of urgency that drives impulse buys. We always suggest planning Fourth of July promotions early to secure volume and POS.” He added that savvy retailers know the importance of capturing impulse cherry sales by providing multiple in-store destinations in the produce department and at check-out for customers to snatch them up while supplies last.

As the Fourth of July holiday approaches, CMI invites retailers to join them in celebrating the American spirit. Retailers can access CMI’s full suite of promotional materials and information about the American Dream program at www.cmidream.com.

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