Cameo drives increase in apple category
Cameo drives increase in apple category
Cameo apples generated the largest percentage increase in both dollars and volume of all apple varieties during the first quarter of 2005.
Retail volume of Cameo apples increased 41.9 percent and retail sales dollars increased 29.5 percent nationwide from first quarter 2004, the highest of all apple varieties.
The apples that are driving retail sales increases are new varieties, led by Cameo, said Kevin Precht of the Cameo Apple Marketing Association in Wenatchee, WA. He said that more aggressive retail pricing is also leading consumers to consistently purchase Cameo and other varieties.
The average price of Cameos during the first quarter of 2004 was $1.31 vs. $1.19 during the first quarter of 2005, a 9 percent decline.
"This price shift reflects more aggressive retail promotions for Cameo and lower everyday pricing, which stimulates consumer trial and increases repeat purchases," Mr. Precht said.
The strong Cameo increases in the first quarter are very encouraging, Mr. Precht said, because traditionally the strongest-selling season for Cameo has been in the spring and summer months as supplies of other varieties decline.
The increase in the first quarter shows that consumers are already in the Cameo buying mode, and that will mean good retail opportunities for this apple through summer, Mr. Precht said.
The Cameo apple variety was discovered as a chance seedling in a Washington state orchard in the 1980s and has been grown commercially for the past six years. Cameo apples are now the sixth-largest variety of apples grown in Washington state.
Retail volume of Cameo apples increased 41.9 percent and retail sales dollars increased 29.5 percent nationwide from first quarter 2004, the highest of all apple varieties.
The apples that are driving retail sales increases are new varieties, led by Cameo, said Kevin Precht of the Cameo Apple Marketing Association in Wenatchee, WA. He said that more aggressive retail pricing is also leading consumers to consistently purchase Cameo and other varieties.
The average price of Cameos during the first quarter of 2004 was $1.31 vs. $1.19 during the first quarter of 2005, a 9 percent decline.
"This price shift reflects more aggressive retail promotions for Cameo and lower everyday pricing, which stimulates consumer trial and increases repeat purchases," Mr. Precht said.
The strong Cameo increases in the first quarter are very encouraging, Mr. Precht said, because traditionally the strongest-selling season for Cameo has been in the spring and summer months as supplies of other varieties decline.
The increase in the first quarter shows that consumers are already in the Cameo buying mode, and that will mean good retail opportunities for this apple through summer, Mr. Precht said.
The Cameo apple variety was discovered as a chance seedling in a Washington state orchard in the 1980s and has been grown commercially for the past six years. Cameo apples are now the sixth-largest variety of apples grown in Washington state.