National Apple Month's retail display contest began Sept. 1 and will run through the end of November, allowing supermarkets across the United States ample time to feature one of autumn's premier categories.

The contest is open to all retailers in the United States as well as to all military commissaries in this country and abroad, according to NAM Director Kay Rentzel.

There are three sponsors for this year's program, conducted under the auspices of the U.S. Apple Association: Kraft Global Inc., with its "Caramels" and "Caramel Bites"; the National Peanut Board, with its fresh in-shell peanuts; and Smucker's, with its many varieties of peanut butter.

Products from the sponsors provide excellent tie-in merchandising and are positioned to drive consumer impulse purchases, according to Ms. Rentzel, a 27-year veteran of the apple industry who has directed the promotional program for more than 10 years.

Of newcomer Kraft, Mr. Rentzel told The Produce News Sept. 11, "That's very exciting to have a large national brand in the mix this year."

Under this year's rules, National Apple Month will award two overall health communication prizes of $1,000 for first place and $500 for second place.

NAM will also award 25 prizes (with a top prize of $1,000 for first place) to large supermarkets -- defined as those with 10 or more registers -- and another 25 prizes (again with a top prize of $1,000 for first place) to small supermarkets -- defined as those with nine or fewer registers.

Five prizes, with a top prize of $500, will also be awarded to military commissaries, which compete separately from the retailers, as has been the case in previous years.

The total amount to be awarded is over $10,500.

But as any merchandiser knows, prize money is only one part of the NAM contest's draw. Regardless of whether a retailer participates in the NAM contest, "as a result of building a display, generally a retailer will see [an increase in] sales of 20 percent on apples when they feature and display them for their consumers," said Ms. Rentzel.

Apples can be a high-impulse item for busy shoppers, so an eye-catching display can be key to grabbing those sales.

"For that reason, retailers should strongly look at displaying and merchandising apples - and the contest is another reason for that to happen and also to reward a retailer for pretty much doing their job," she said. "They're going to feature and display apples -- and here's a way we can recognize people for doing it as well."

The NAM contest has seen strong and consistent support from retailers across the country, especially in the East, according to Ms. Rentzel.

"Because of the history of the program, we do see a lot of [entries from the] eastern third of the country," she said. "But we strongly encourage retailers across the country to participate and reap the rewards."

Displays must be set up for any two weeks during the three-month contest period, and entry forms must be submitted by Jan. 1. An independent panel of judges will select the winners in early January, and the winners will be announced by Jan. 31.

Full contest rules are available at www.usapple.org or by contacting Ms. Rentzel at 717/432-0090.