“With its vibrant interior and bold flavor, Kissabel is already turning heads — especially on the West Coast, where it’s being rolled out in limited quantities,” Miller said. “It’s a fresh, eye-catching variety that taps into consumer curiosity and the growing appetite for produce that’s both beautiful and flavorful. We see it as a potential game-changer in the category.”

 Next Big Thing’s strategy is to introduce apples that not only taste great but also spark curiosity and visual excitement, and Kissabel is designed to appeal to adventurous eaters, health-conscious consumers and anyone looking for something different in the produce aisle.

“Its unique appearance makes it a standout for in-store displays and sampling events, which are key to helping shoppers experience just how special it is,” Miller said. “By combining novelty, nutrition and natural beauty, Kissabel represents the next wave of innovation in apples — and we’re excited to be among the first to bring it to American consumers.”

Consumer feedback has been instrumental in shaping the company’s direction — both in the orchard and in the marketplace.

“Shoppers consistently tell us they’re looking for apples with crisp texture, bold flavor and visual appeal, and that’s exactly what we’ve prioritized through our focus on premium managed varieties like SweeTango,” Miller said. “We’ve also learned that consumers crave variety and discovery. Gone are the days of one-size-fits-all apples. Every shopper has a unique taste and crunch preference, and our goal is to help them find their perfect match.”

On the marketing side, Next Big Thing has leaned into tools like store locators and seasonal promotions to connect consumers with fresh inventory and create a sense of urgency.

“Positioning SweeTango as a limited-time offering has proven especially effective — it taps into the excitement of seasonal exclusivity and keeps shoppers coming back,” Miller said. “Ultimately, our approach is simple: listen to consumers, deliver exceptional flavor and make the apple aisle a place of discovery and delight.”

The cooperative model has been a cornerstone of Next Big Thing’s success.

“It allows us to share risk, pool resources and maintain consistent quality standards across our grower network,” Miller said. “This collaboration ensures that every apple — especially premium managed varieties like SweeTango — meets a level of excellence that goes well beyond USDA requirements. Unlike open-release varieties such as Honeycrisp, SweeTango is grown under a strict set of brand standards that our growers collectively uphold. This peer accountability helps preserve the integrity of the brand and ensures a consistently exceptional eating experience for consumers.”

The cooperative also fosters a culture of knowledge-sharing and continuous improvement as the growers regularly exchange best practices in farming, sustainability and innovation — helping each other adapt to challenges and stay ahead of industry trends.

“Looking ahead, we see the cooperative model evolving through greater data-sharing, deeper tech integration and strategic partnerships,” Miller said. “These advancements will help us remain agile, optimize our supply chain, and continue delivering high-quality fruit in a way that’s both efficient and sustainable.”