Stemilt is helping retailers achieve Fruits & Veggies—More Matters Role Model status through its new “Tasty, Healthy, and Fun” More Matters promotion for apples.

As a long-time supporter and Industry Role Model of Produce for a Better Health Foundation and its More Matters campaign, Stemilt created the new apple promotion in order to educate consumers about apples at the point of sale, and to help retailers tie-in with the popular "More Matters" logo.

According to Stemilt Marketing Director Roger Pepperl, the “Tasty, Healthy & Fun” promotion blends Stemilt apples with the popular "More Matters" logo in a kid-centric campaign that also appeals to moms.

“Combining apples and More Matters in one promotion is a win-win for reaching both kids and Moms," he said in a press release. "Apples are one of the top fruits among kids and PBH sponsored research tells us that 78 percent of Gen X moms and 72 percent of Gen Y moms are more likely to purchase fruit due to the 'More Matters' logo influence. Moms appreciate More Matters, seeing it as a reminder to eat more fruits and vegetables.”

Stemilt created three different themes for the promotion in order to provide retailers apple-promotion options for the entire season. The design elements are similar for each, but the messaging is unique and clear.

• Tasty: The “Tasty” theme focuses on the flavor profile of different apple varieties, including Pink Lady, Gala, Red Delicious, Granny Smith, Fuji, Braeburn, Honeycrisp and Golden Delicious. Rotating through the signage as part of a robust Apple of the Month program is recommended with this theme.
• Healthy: The “Healthy” theme focuses on the health attributes of apples in order to educate shoppers. It states approved health claims for apples like “high source of dietary fiber.” This theme can be used when promoting any apple variety, or multiple varieties at a time.
• Fun: The “Fun” theme provides shoppers with creative and healthy ideas for using apples at home. It also includes a link to make Stemilt’s simple recipe for Apple Smiles.

In addition to providing signage, Stemilt will support participating retailers throughout the promotion in order to make them eligible for PBH Retail Role Model status. “Stemilt is a proud supporter of More Matters and wants others to join us,” said Pepperl. “We can help retailers achieve each of the steps involved in obtaining Role Model status through the ‘Tasty, Healthy & Fun’ promotion. We have creative ideas — like holding a Twitter party — in order to help retailers spread the More Matters message to shoppers.”

The “Tasty, Healthy & Fun” promotion received a nod of approval from PBH as well.

“Stemilt Growers has supported PBH and our mission to increase fruit and vegetable consumption in a variety of ways for many years.  The ‘Tasty, Healthy & Fun More Matters’ promotion is a terrific example of their recent support,” Elizabeth Pivonka, president and chief executive officer of PBH, said in the press release.  “The promotion is a creative and easy way for retailers to promote and sell more apples while earning credit toward their 2013 Fruits & Veggies—More Matters Champion and Role Model status.”

Stemilt’s “Tasty, Healthy, and Fun” promotion ties in well with Apple Rama’s or any kid-centric ad formats, Pepperl added.