The unmistakable flavors of Snapdragon, RubyFrost apples are back — and better than ever
Crunch Time Apple Growers, a New York state-based cooperative of 152 member-growers, didn’t take any breaks during its off-season. The 2021 harvest of its two varieties, SnapDragon and RubyFrost, is one of tremendous growth.
The cooperative is anticipating its largest crop volume to date of SnapDragon apples: 400,000 bushels, a 25 percent increase year-over-year. The sweet, crisp apples are currently being packed and shipped, with the first apples available in select produce aisles now, and wider distribution expected in Q4 2021 and Q1 2022.
“While other premium apple varieties grown elsewhere in the U.S. have seen challenges, we’re seeing really good size, color and flavor as harvest begins in upstate New York,” said Jessica Wells, Crunch Time Apple Growers executive director. “After months of nurturing the crop, our growers are excited to get SnapDragon apples, with their monster crunch and amazing flavor, into the hands of consumers. We know from our social media channels consumers are ready too.”
Crunch Time Apple Growers will deliver 175,000 bushels (a 35 percent year-over-year increase) of its flavorful premium apple variety, RubyFrost. The unmistakably tart but sweet flavor of RubyFrost apples is back, and soon to be available in select produce aisles, with wider distribution expected in Q1 2022.
Ripe for the opportunity to continue making a name for itself in the competitive premium apple category, Crunch Time undertook a complete brand refresh for RubyFrost apples during its off-season. The overhaul includes an enhanced logo and branding retailers and consumers will begin seeing on packaging, promotional materials and beyond.
“The RubyFrost brand refresh will be transformative this season, and for many to come,” Wells said. “We took the time to focus on what it is that consumers love about RubyFrost — the tart flavor profile, perfect size, beautiful ruby red color and versatility of use — and visually accentuated those attributes.”
What’s more? Crunch Time is expanding its distribution reach this harvest season with three new sales partners: Applewood Fresh Growers LLC, Rice Fruit Company and Riveridge Produce Marketing Inc. These new packers and shippers will allow Crunch Time Apple Growers to expand its geographic reach among existing grocers and new retail partners, particularly in the Midwest and Mid-Atlantic. Greater reach converts to greater access for consumers to buy and enjoy SnapDragon and RubyFrost apples on a consistent basis.