Dan Wohlford, national marketing representative for Oneonta Starr Ranch Growers, said the company is making it easy for busy parents to incorporate healthy snacks into meal planning for children. “In general, we have become a nation of snackers,” he told The Produce News. “We grab something quick to eat as we are rushing from this activity to that. And parents want something that’s healthy and that kids will eat.”

The company is located in Wenatchee, WA, and has been moving quality fruit to its global customers since 1934. Oneonta markets both conventional and organic fruit.  

Children are encouraged to eat healthy snacks such as apples while engaged in fun activities as a way to promote healthy family lifestyles. Oneonta Starr Ranch Growers has developed its snaQ program to keep families engaged. (Photo courtesy of Oneonta Starr Ranch Growers)Several years ago, Oneonta introduced its highly successful snaQ program, designed to promote healthy lifestyles for the entire family while having fun at the same time. “Our snaQ characters on our point-of-sale materials (bins, posters and totes) emphasize sports-like activities such as baseball, basketball, dance, swimming and so on,” the company’s dedicated snaQ website states. “Good healthy eating and exercise go hand in hand.”

The program positions apples and pears as the perfect any-time snack, and especially appropriate for consumption for those in-between times following breakfast, lunch and dinner. Apple and pear production coincides with “back to school” time for children.

Wohlford said there are fundamental differences in strategies used to market fresh items for families as opposed to single adults. “As adults, we are more concerned with: Is it healthy? Can I afford it? What affect does this have on the environment? Kids care about: Does it taste good? Is it fun? Will mom and dad let me have this snack most anytime?” he commented. “So you will see that in our marketing effort attempts to reach both. The kid stick figures engaged in fun activities resonate with kids, while the tagline — The Perfect snaQ for school, home, work, play — connects with adults and parents.”

Availability of different varieties of apples, pears and cherries in the snaQ program gives families a chance to explore the differing taste profiles of fruit in an engaging environment.

This spring, Oneonta introduced its new Koru apple, and Wohlford said it’s been a hit in the marketplace. “We brought them in from New Zealand this spring and will continue to do so for a great ‘New Crop’ apple in the spring,” he stated. “We are also planting Koru trees here in Washington to give us a new variety in the fall, too.”

The snaQ campaign has been well received at retail. Special snaQ kits are available and include an eye-catching bin, large poster and tote bags for easy set-up in the produce department. The “Back to School” applesnaQ promo reminds moms to add their children’s favorite apple varieties to backpacks as part of a healthy lunch or after-school snack.

Children have become engaged. Oneonta offers a number of videos in both English and Spanish on its website that can be viewed on mobile devices such as an iPad or iPhone. The videos are “fun and adventurous” and include a catchy tune. And appropriately, they are just long enough to keep children watching and interested.

QR codes on display bins, tote bags or point-of-sale cards can also be scanned in the produce department, giving tech-savvy kids access to a fun and healthy message.

Wohlford also talked about Oneonta’s strategies to position its product as a family brand. “Consumers today, as they always have been, are concerned about food safety. And that concern has manifested itself as wanting to know where our food comes from, be it from the local grower at the farmers market or the grower from the state of Washington that grows apples, pears or cherries,” he said. “Shoppers want to feel connected to the grower, to know that there is a real person on the other end. Someone just like them who cares about their families’ health and food safety just like they do. We get that. We are a family run organization, and we communicate that message through our website and our videos on our site and through all our communications on social media.”