“SnapDragon really hits its stride during the holiday season,” said Jessica Wells, executive director of the Lockport, NY-based entity. “The period immediately after harvest is important, too, with SnapDragon hitting shelves and some stores running quick-hit promotions. In December, we’re able to partner with retailers to work toward season-long success with SnapDragon.”
RubyFrost begins showing up at retail in December, making the holiday season just as crucial for that variety.
“Known as the ‘Pretty. Delicious’ apple, RubyFrost brings beauty to any holiday table — but it’s not just a pretty apple,” Wells said. “It’s also great for recipes and baking, and its deep red coloring and slow-to-brown flesh make it an excellent choice for charcuterie boards.”
As of early December, Crunch Time was getting a good idea of how much volume it will move for the season.
“Early orders in October aren’t as indicative; people are in apple mode, and orders tend to be more significant when apples are fresh,” Wells said. “December is more reflective of season-long volume. Right now, consumers seem excited about SnapDragon apples and that they will be available for another 4-5 months.”
Having a good product is the key to long-term success for the cooperative.
“Each of our apples has clear strengths — for SnapDragon, a spicy-sweet flavor and Monster Crunch; for RubyFrost, its beauty and recipe-friendly profile — that win fans,” Wells said. “Ultimately, our high-quality apples, coupled with hyper-targeted marketing tactics, are our recipe for success.”
Wells characterized 2024 as an “interesting year.”
“Last season was tough, with challenging weather and reduced yields,” she said. “This season, we’ve come back stronger, with year-over-year harvest volume up by 20 percent and newer acreage reaching maturity. That increased volume is headed to more stores than ever.”
Crunch Time has continued to grow its footprint in many retailers, such as Walmart, and is combining that with an evolving social media strategy and partnering with creators.
For instance, as the official apple of the Buffalo Bills, the company is riding the high of a fantastic season, having already clinched the AFC East title.
“SnapDragon has partnered with several Bills players, including Greg Rousseau, Reid Ferguson and James Cook, to activate radio ads, billboards and promotional social media content,” Wells said. “It’s been rewarding to work closely with the Bills, and we’ve made the most of our partnership.”
A challenge Crunch Time faces is standing out in a crowded apple market as many stores have 10 or 12 different varieties to choose from.
“It’s an exciting time for apple lovers, but on the flip side, the onus is on us to explain how our flavor and quality differentiate us from the pack,” Wells said. “That’s why our strategy has always been focused on explaining the uniqueness of SnapDragon and RubyFrost apples and reaching the right people at the right moments.”
To maintain strong relationships with its customer base, the company stays eagle-eyed on social media, looking at what apple fans say and popping into those conversations occasionally.
“We welcome customers’ thoughts on RubyFrost and SnapDragon through our website,” Wells said. “Over the last few months, we’ve received more comments and mentions, many saying how much they love our apples. Our customers are some of our best spokespeople. Across social media, SnapDragon and RubyFrost fans recommend our apples, rave about the flavor and even share the link to request that local retailers carry them.”
After all, she added, the apples are truly premium apples. “SnapDragon is a fantastic eating apple with the perfect blend of sweet and spicy flavor, incredible juiciness and, of course, its monster crunch,” Wells said. “Its flavors and juiciness stick around all season, unlike its HoneyCrisp parent, which tends to lose some of its luster as the season progresses. RubyFrost is a versatile and hardy apple with a deep-red color and a delicious taste. Its flavor profile lends itself well to both fresh eating and baking.”
Photo: SnapDragon partnered with DionsDreamers, Buffalo Bills offensive tackle Dion Dawkins' foundation, to provide meals to families at Thanksgiving.
