What started small has now grown into a major apple breeding program that is bringing a lot of attention, as well as sales and profits, to many New York state apple growers.

A little more than a decade ago, a small group of growers in the Empire State formed Crunch Time Apple Growers for the purpose of growing and marketing apples developed by the apple breeding program at Cornell University in Ithaca, NY.   

At that time, Cornell granted Crunch Time an exclusive license to grow and market SnapDragon and RubyFrost apples in North America. Initially, membership in the company was open to every apple grower in the state. Today, according to Jessica Wells, executive director of Crunch Time, more than 150 grower-members produce SnapDragon and RubyFrost apples on more than 1,400 acres.   

“We have just two varieties, SnapDragon and RubyFrost, both of which were developed at Cornell University under the direction of Dr. Susan Brown,” Wells said. “Crunch Time is the only organization authorized to grow and market these two varieties in North America though we have 11 sales partners in New York, Pennsylvania and Michigan that work with retailers.”

Wells said that the partners are Hudson River Fruit Co., Fowler Farms, New York Apple Sales, United Apple Sales, Apple Acres, Hess Bros., Rice Fruit Co., Applewood Fresh, Riveridge Produce Marketing, Niagara Fresh and Schwab Farm.

She said the key to a successful program is a year-round commitment by retailers. “We have found that retailers who commit to a full-season are the most successful year-over-year as opposed to those who have SnapDragon and RubyFrost in store for just a quick apple-of-the-month promotion,” said Wells, who joined the company in 2019. “When consumers find a product they like, they want to be able to buy it each time they shop, a season-long commitment enables consumers to buy again and again.”

After a strong 2022 season, where SnapDragon and RubyFrost crops had great years, Wells expects the crop size to be about the same as last season, noting that some frost during the blossom may slightly reduce volume. “It’s a little too early to tell just what kind of season it will be, but we are hopeful and excited about the coming season,” she said. “We would encourage retailers to reach out to our sales partners sooner rather than later to ensure getting the volume they need for the season.”

Through April, she noted, SnapDragon sales volume was up almost 30 percent over the previous season. While not entirely responsible for the growth, SnapDragon becoming the official apple of the Buffalo Bills can be credited with at least some of the growth, as SnapDragon sales volume in the Buffalo area was up almost 60 percent. The partnership with the Bills brought with it some great opportunities to get SnapDragon apples into the hands of new audiences across the country.

In the end, Wells emphasized the responsibility that is on Crunch Time’s board of directors and her — something they all take very seriously.

“It is important that we consider the impact on growers in each decision we make — not just financially, but in terms of the long-term impact on the brands,” she said. “The growers who started Crunch Time understood that building a brand is a process which takes time and a significant amount of effort — as a result they are very supportive of promotional activities and are willing to get involved when needed.

“This involvement dates back to the early days when growers spent time at every Wegmans location offering samples of SnapDragon and RubyFrost apples, Wells continued. “Today, growers offer up their farms for photo and video shoots, retailer site visits and other promotional activities. They volunteer to help at on-site activations for the Buffalo Bills, local community events and trade shows.”

That commitment also includes finding new ways to get the product into the hands of existing and new consumers. “They are truly two of the best apples grown commercially today,” Wells said. “They taste amazing, look amazing and will sell well given the chance. They offer different things, with SnapDragon appealing to a wide audience with its sweet but snappy flavor that is fantastic for fresh eating and snacking and RubyFrost appealing to a bit narrower audience of to those who prefer a bit less sweetness and that like to cook or bake with apples.”