Retailers looking for a standout apple program this season will find plenty to celebrate in the 2025 Opal crop, which is shaping up to be the biggest yet. With significant gains in both conventional and organic production, expanded availability, and refreshed packaging designed to attract shoppers, Opal is entering the season positioned for strong performance at retail.

Emily Cox, marketing manager for Opal, said the brand is projecting a “significant increase” in volume this year thanks to a strong return bloom for the variety. Conventional Opal production is up 70 percent compared to last year’s harvest, and organic volume has surged an impressive 121 percent. “This increase positions us well to expand promotional opportunities and support a broader range of retail programs,” Cox said, noting that the brand has worked hard to align supply with demand in both conventional and organic channels.

That careful balance means buyers can confidently plan both large-scale conventional promotions and targeted organic campaigns without fear of oversupply. “While some regions and retail segments respond more strongly to organic programs, our organic supply is aligned with that demand, ensuring that we can meet expectations without oversupply,” Cox said. “At the same time, our conventional supply provides plenty of flexibility for large-scale promotions and seasonal features.”

This year’s shipping window runs October through May, with the potential to extend into June thanks to the larger crop. Cox said the longer season allows buyers to build promotional programs around key holidays and take advantage of strong shopper interest throughout the winter and spring. “With the increased volume, we’ll also be well-positioned to fully support National Opal Apple Day on Dec. 9 and build strong promotional programs around it,” she said.

Retailers can expect outstanding quality and consistency from the 2025 crop. Opal delivers its signature balance of sweet and tangy flavor, backed by firm texture and a crisp bite that sets it apart in the apple category. Its naturally bright yellow color creates striking displays that draw attention in the produce aisle, while this year’s size profile includes a strong showing of bagged-sized fruit perfect for promoting the brand’s new pouch bag design.

The redesigned bag is one of several updates rolling out this season to support retailer success. “Our new pouch bag design puts the consumer front and center, highlighting the details shoppers care about most: flavor, package weight and the fact that Opal is naturally non-browning,” Cox said. The bag also features a QR code linking shoppers to more information about how and where Opal is grown, further strengthening the connection between farm and table. Retailers will also continue to have access to a full suite of merchandising bins, POS materials, and digital and print-ready artwork via the online resource center at opalapples.com/assets.

Opal’s natural non-browning trait remains a major point of differentiation that creates value beyond the whole-apple display. Because sliced fruit maintains its appealing color and texture longer, shrink is reduced and opportunities expand across deli, salad bar and foodservice programs. “Opal not only stands out as a premium whole-fruit offering, but also as a versatile ingredient that drives incremental sales and minimizes waste,” Cox said.

That combination of quality and versatility translates into strong sales performance when Opal is on ad. The variety ranks as the No. 3 conventional club apple and No. 2 organic club apple nationwide. Cox said demos are consistently the most effective driver of trial, especially in markets where shoppers may be tasting Opal for the first time. “At the end of the day, it’s that first bite — the crunch, the sweet-tangy flavor and the naturally non-browning trait — that converts shoppers into repeat buyers and fuels long-term category growth,” she said.

Marketing support for the season continues to focus on both trial and repeat purchases through a mix of in-store activations and digital campaigns. “Our Opal marketing dollars are laser-focused on driving both trial and repeat purchase,” Cox said. “Beyond the store, we’ve layered in strategic digital campaigns — including retail media websites and Instacart — to amplify reach and support multiple retailers simultaneously.”

Beyond eating quality and convenience, Opal stands apart with its community engagement efforts, notably the Youth Make a Difference initiative, which funds youth-led non-profits across the country. Cox said this long-running program allows retailers to add emotional resonance at the shelf. “Opal has always been more than just an apple,” she said. “It’s a way for retailers to connect to causes their shoppers care about, creating deeper engagement and loyalty.”

Taken together, Cox said the combination of increased supply, refreshed packaging, expanded promotional windows and purpose-driven storytelling makes 2025 a year to lean into Opal. “This is our biggest opportunity yet to introduce Opal to more shoppers than ever before,” she said. “Everything about this season — from crop size to marketing support — is designed to drive trial, encourage repeat purchases and deliver real value to the category."