Suzanne Wolter, director of marketing for Rainier Fruit Co., said apples provide the kind of lift that benefits both the category and overall produce department sales.

“The apple category represents roughly 7 percent of total produce department sales, third only behind berries and salad mix,” she told The Produce News. “In a season where we expect to experience some deflation in the category due to the large crop, there is substantial opportunity to sustain higher values through shelf discipline, variety control and promotional management. Development of a season-long apple merchandising and promotional plan will have a positive impact on not only the apple category, but the entire produce department. Rainier Fruit has a team of category experts and significant data resources to guide retailers through the development of such a program.”

Rainier Fruit Director of Marketing Suzanne Wolter takes time to celebrate the bounty of the 2014 apple crop. (Photo courtesy of Rainier Fruit Co.) Wolter said the vast majority of Rainier’s apple and pears are sold from the beginning of harvest through the end of March “as retailers focus significant promotional efforts and retail space on these two categories. Apples are the third-highest dollar contributor in the produce department and continue to bring value and excitement to the store throughout the fall and winter months.”

It is no surprise that the company’s combined volume for apples and pears is up this season. Looking at the apple category, Wolter said the largest increases continue to be from varieties in high consumer demand and potential sales growth: Fuji, Gala, Pink Lady, Jazz, Lady Alice, late-season Honeycrisp and all organic items.

“We’ll have more available organic Lady Alice, our exclusive variety available February through April, than we did last season,” she commented. “Lady Alice has been well received by consumers, and retailers have given it great space and promotions. We know it’s a winner when, at the start of the season, consumers and retail store personnel contact us through the Web and various social media platforms asking us when it will be available. We also have good growth on Fuji, Gala and late-season Honeycrisp. Our goal is to take the fruit later than we did the previous season. However, with the increased attention on organic fruit from all retail and wholesale segments, we’re having to prioritize to whom our fruit is sold in order to cover late-season business.”

Looking at the upcoming holiday season, retailers will be able to take advantage of promotions for the Junami, an exclusive variety becoming increasingly known as a holiday apple. “Our Junami apples will be available early December. It will be the third year to roll out prior to Christmas, and retailers have been eager to promote it prior to and during the holiday season,” Wolter stated.

Wolter said the news about the reopening of the Chinese market for Washington apples is welcome. “Although Rainier Fruit Co. has focused efforts on producing varieties to meet changing consumer preferences in North America, we are well positioned to meet the needs of our varied export markets,” she noted.