Stemilt making big push to introduce consumers to 'AppleSweets'
Stemilt making big push to introduce consumers to 'AppleSweets'
Stemilt Growers Inc., based in Wenatchee, WA, is slicing its way into one of the faster-growing value-added market segments of the fresh produce industry.
Two years ago, the company began slicing and bagging fresh apples, and it is currently making a big push to introduce consumers to its trademarked "AppleSweets." During the latter part of October, the product -- and the cutting-edge technology used to create the slices -- were featured on the Food Network's show, "How'd That Get on my Plate?"
After conducting research that included focus group reaction to the product's flavor profile and slice size, Director of Marketing Roger Pepperl said that Stemilt developed a program designed to introduce consumers to a healthy, flavorful apple snack. "AppleSweets" are made from Gala, Cameo and Cripps Pink apples, and the varieties are sliced in that order to facilitate year-round marketing and availability.
Mr. Pepperl said that technology plays a big part in bringing the best apple slices to consumers. During production, the apples are placed by hand into Stemilt's robotic slicer. The arm applies minimal pressure, keeping the fruit's cell integrity high. Once cut, the slices are bathed in NatureSeal, which adds vitamin C to the fruit and keeps slices crisp and white.
"AppleSweets" have a 21-day shelf life from the day of slicing. Mr. Pepperl said that this allows time for product delivery; it also gives Stemilt customers the necessary time to move product from the produce department and get the product into consumers' hands while the slices are at their peak.
The slices are naturally flavored, and current offerings are "County Fair Caramel," "Wild Berry" and "Mom's Apple Pie." Natural flavorings "are much harder to control than artificial flavors," Mr. Pepperl said. "Natural flavors require more research."
The flavoring process does not introduce additional calories. "People really like it," he said of the product. "Kids and adults love the flavors."
"AppleSweets" are being marketed to clubstores, conventional retailers and foodservice outlets. "We've taken them to schools, especially in cafeterias which offer value-added products for sale," Mr. Pepperl said. "AppleSweets" are available both conventionally and organically. "Organic is getting to be a big deal," he said. Organic "AppleSweets" are offered in 13-ounce and two- pound bags.
Stemilt markets "Delightfully Sweet" and "Totally Tart" classic sliced apples. Although flavored slices are more expensive to produce than non-flavored slices, he said that packing options have been created that allow retailers to sell bags for the same price. By way of example, Mr. Pepperl said that a 16- ounce bag of unflavored apples will sell for the same price as a 13-ounce bag of flavored "AppleSweets."
Other packaging options such as clamshells and smaller snack-type bag sizes are also offered to meet retail need and customer demand.
A two-pound value zipper bag is also available for consumers. Mr. Pepperl said that this larger size reduces production costs and allows consumers to break up the bag into smaller portions.
Stemilt is vertically integrated, which Mr. Pepperl said gives the company the kind of control it wants to ensure product quality. "We're deep in the apple business," he said about growing, harvesting and production. Sliced apples help consumers get away from unhealthy snacks by providing an alternative that is high in fiber as well as fat-free and cholesterol-free, he added.
The company is planning a special promotion at the beginning of 2009 to help consumers meet their new year's goals to eat more fruit and become healthier.
Two years ago, the company began slicing and bagging fresh apples, and it is currently making a big push to introduce consumers to its trademarked "AppleSweets." During the latter part of October, the product -- and the cutting-edge technology used to create the slices -- were featured on the Food Network's show, "How'd That Get on my Plate?"
After conducting research that included focus group reaction to the product's flavor profile and slice size, Director of Marketing Roger Pepperl said that Stemilt developed a program designed to introduce consumers to a healthy, flavorful apple snack. "AppleSweets" are made from Gala, Cameo and Cripps Pink apples, and the varieties are sliced in that order to facilitate year-round marketing and availability.
Mr. Pepperl said that technology plays a big part in bringing the best apple slices to consumers. During production, the apples are placed by hand into Stemilt's robotic slicer. The arm applies minimal pressure, keeping the fruit's cell integrity high. Once cut, the slices are bathed in NatureSeal, which adds vitamin C to the fruit and keeps slices crisp and white.
"AppleSweets" have a 21-day shelf life from the day of slicing. Mr. Pepperl said that this allows time for product delivery; it also gives Stemilt customers the necessary time to move product from the produce department and get the product into consumers' hands while the slices are at their peak.
The slices are naturally flavored, and current offerings are "County Fair Caramel," "Wild Berry" and "Mom's Apple Pie." Natural flavorings "are much harder to control than artificial flavors," Mr. Pepperl said. "Natural flavors require more research."
The flavoring process does not introduce additional calories. "People really like it," he said of the product. "Kids and adults love the flavors."
"AppleSweets" are being marketed to clubstores, conventional retailers and foodservice outlets. "We've taken them to schools, especially in cafeterias which offer value-added products for sale," Mr. Pepperl said. "AppleSweets" are available both conventionally and organically. "Organic is getting to be a big deal," he said. Organic "AppleSweets" are offered in 13-ounce and two- pound bags.
Stemilt markets "Delightfully Sweet" and "Totally Tart" classic sliced apples. Although flavored slices are more expensive to produce than non-flavored slices, he said that packing options have been created that allow retailers to sell bags for the same price. By way of example, Mr. Pepperl said that a 16- ounce bag of unflavored apples will sell for the same price as a 13-ounce bag of flavored "AppleSweets."
Other packaging options such as clamshells and smaller snack-type bag sizes are also offered to meet retail need and customer demand.
A two-pound value zipper bag is also available for consumers. Mr. Pepperl said that this larger size reduces production costs and allows consumers to break up the bag into smaller portions.
Stemilt is vertically integrated, which Mr. Pepperl said gives the company the kind of control it wants to ensure product quality. "We're deep in the apple business," he said about growing, harvesting and production. Sliced apples help consumers get away from unhealthy snacks by providing an alternative that is high in fiber as well as fat-free and cholesterol-free, he added.
The company is planning a special promotion at the beginning of 2009 to help consumers meet their new year's goals to eat more fruit and become healthier.
