Hess Bros. is excited for the upcoming Eastern Apple season and has a few unique turns to play. “The biggest excitement at Hess Brothers continues to be the growth of our WildTwist program,” said Chris Sandwick, director of marketing for Hess Bros., based in Lancaster, PA. “WildTwist is a cross between Honeycrisp and Cripps Pink.  It is a late-harvest apple whose eating quality improves in storage.”

Starr Ranch has expanded its offerings of premium apples and large cherries with the newly formed merger of Highland Fruit into Gilbert Orchards.

One of the biggest players in the Eastern apple deal, D’Arrigo New York brings a wealth of knowledge and experience to benefit growers and customers. “We’re the largest apple house in the Northeast and have been moving Eastern apples for over 40 years,” said Gabriela D’Arrigo, vice president of marketing and communications for D’Arrigo New York in Bronx, NY. “We do a lot of business covering the Eastern apple deal.”

Following a successful year, which saw 55 million consumer impressions across all media, the New York Apple Association’s marketing and public relations plan for the 2022-23 crop year is under way.

NYAA reported that it is reaching out to retail partners to secure geo-targeting advertising to complement in-store and digital promotions to drive New York apple sales. These geo-targeted promotions include a gallery of NYAA’s original content, images, and videos to complement print and digital ads.

Next Big Thing, a cooperative of dedicated growers at orchards from Nova Scotia to Washington state, was formed to research and promote new apple varieties in 2006.

“SweeTango was our first managed variety and we continue to look for additional varieties to promote,” said Jennifer Parkhill, executive director of Next Big Thing. “SweeTango’s success hinges on our growers’ commitment to a common goal — producing a superior apple.”

Favorable microclimate, proximity to the market and new investment put Fowler Farms in a particularly advantageous position for the upcoming Eastern apple season. “Our microclimate allows us to produce apples with consistency of supply and flavor year-in and year-out,” said Austin Fowler, sixth-generation owner and vice president of sales and marketing for the Wolcott, NY-based company. “We feel we grow fruit with excellent flavor more consistently than many other areas who struggle with that.”