Despite a tightening of the overall apple market, several key varieties are continuing to show strong sales gains, according to officials at CMI Orchards, and that could make it more complex for retailers to ensure they have the right mix of product to satisfy consumer demand.

Joel Hewitt, the vice president of sales for the fifth-generation, family-owned grower, packer and shipper based in Wenatchee, WA, noted that sales for the 2025 crop came in about 8.4 percent lower than original forecasts. Yet, he said that several key varieties showed strong gains.

“Honeycrisp production is up 6 percent compared to last year, which was a small crop year, while Cosmic Crisp has seen an even more significant increase, with volume rising 22 percent year-over-year,” he said.  

Organic apples also continued to stand out as a key growth driver within the category, with volume up 12 percent year-over-year. “Expanded organic supply across a wide range of varieties is giving retailers greater flexibility to build impactful promotions and merchandise organics alongside conventional offerings,” said Kaci Komstadius, marketing manager for CMI. “The organic shopper remains one of the most loyal in produce, often prioritizing organic options regardless of timing or store selection. This strong consumer commitment, paired with improved availability, creates a solid foundation for sustained organic sales and enhanced promotional activity throughout the year.” 

Other bright areas of the market include flavor-forward apple varieties that capture shopper attention and driving sustained demand. SugarBee apples, for example, recognized for their vibrant caramel and molasses flavor and crisp texture, are seeing a solid increase in volume this season.

“With broader availability and a dedicated consumer following, SugarBee has firmly established itself as a key variety, now offered year-round to support consistent retail programs, with limited volume now available in organics delivering an ultra-premium opportunity,” Komstadius added, noting that such premium varieties as Envy, KIKU and Kanzi remain central to category success. “These apples deliver the high-eating quality consumers seek, featuring standout freshness, crunch and balanced flavor profiles. Each offers a distinctive taste experience — from Envy’s luxurious crunch to Kanzi’s lively tang — making them well-suited for differentiated merchandising and flavor-driven promotions.” 

Komstadius said that core varieties continue to provide dependable supply, including Cosmic Crisp, Pink Lady and Granny Smith.

She added that CMI Orchards is prepared to help its retail partners build sales in the category. “Successfully moving an apple crop takes a coordinated approach that blends strong marketing, creative merchandising, and disciplined execution at retail,” Komstadius said. “This means activating a comprehensive portfolio of high-impact promotional programs designed to keep apples top-of-mind for shoppers throughout the season.

“Core tactics include multi-variety features that encourage trial and cross-purchasing, visually compelling display bins and POS materials customized to each retailer’s store layout, and targeted digital campaigns that engage consumers before they ever reach the produce aisle," said Komstadius. "CMI’s flexible marketing platform—ranging from seasonal campaigns to variety-specific promotions—allows retailers to align messaging with their unique objectives and shopper demographics.” 

In-store execution remains a critical driver of performance. Komstadius said that secondary placements in high-traffic areas, supported by bold signage and QR codes linking to recipes or grower stories, help capture both impulse and planned purchases. Bagged apple programs, particularly for organics, continue to resonate with value-focused shoppers while maintaining premium quality standards.

She also said that as shopping habits evolve, so does apple merchandising. Retailers are shifting toward more engaging, shopper-friendly displays that connect both in-store and online.

CMI Orchards is leading the way with flexible, turnkey marketing programs built to meet retailers where they are and move volume effectively,” Komstadius said. “We offer everything from bold display bins and QR-enabled signage to full-scale seasonal campaigns. Our newest initiative, Apple Crush —pairs vibrant in-store visuals with digital tools that help shoppers discover their perfect apple match. It’s a fun, flavor-forward program that brings energy and education to the apple aisle in a dynamic package. 

CMI’s merchandising support includes providing custom displays tailored to store layout and shopper demographics and promotional bins, POS materials and signage for high-flavor and organic varieties. The company also offers seasonal and multi-variety programs that encourage trial and boost basket size  and targeted digital marketing, including geo-based ads, social content, and QR codes linking to recipes and grower stories.

“We also provide collaborative planning support, helping retailers build ad calendars, align promotions, and use data to guide decision-making,” she noted. “Our team works hand-in-hand with partners to ensure promotions are timely, relevant, and optimized for each market.  With strong shopper interest in quality, sustainability and convenience, our full suite of merchandising tools — including bagged and bulk options in both conventional and organic — keeps apples front and center all season long.” 

Innovation, sustainability and strong partnerships across the supply chain will guide the company into the future. “As the apple category continues to evolve, CMI is committed to expanding its portfolio, strengthening its environmental leadership, and leveraging technology to deliver greater value for both retailers and consumers,” Komastadius said. “One of the most exciting developments ahead is the introduction of Yello, a bold new apple variety that brings fresh energy to the category. With its distinctive flavor profile and eye-catching appeal, Yello is designed to attract new shoppers, drive trial and create differentiated merchandising opportunities for retail partners. CMI anticipates launching Yello in 2027.” 

Sustainability will remain a cornerstone of CMI’s long-term strategy. Komastadius noted that through continued advancements in regenerative agriculture, carbon measurement and waste reduction, the company is working to minimize its environmental footprint while supporting grower resilience. Programs like Planet Positive highlight CMI’s commitment to measurable climate action by showcasing apples grown with a reduced or net-positive environmental impact, helping retailers meet sustainability goals and connect with eco-conscious consumers. 

Technology also plays an increasingly important role in how CMI operates and serves its partners. “From advanced orchard management tools and packing automation to data-driven marketing programs and digital consumer engagement platforms, technology helps improve efficiency, enhance product quality, and strengthen communication with retailers,” Hewitt added. “These tools allow CMI to better forecast supply, optimize promotions, and deliver timely insights that support smarter category decisions. 

“By combining innovative new varieties, science-based sustainability initiatives, and technology-driven solutions, CMI Orchards is well positioned to lead the apple category into the future—while continuing to deliver the quality, consistency, and partnership its customers expect,” said Hewitt.