“We are kicking off the 2025 fall harvest with our consumer campaign, The Big Flavor throughout the country highlighting the exceptional taste and health benefits of New York State apples,” said Cynthia Haskins, president and CEO of the association. “The campaign blends traditional advertising with innovative digital content to raise consumer awareness, elevate the NYAA brand and showcase the superior quality of locally grown apples.”

Haskins said the NYAA will launch its grassroots social media campaign in a big way this fall. The initiative will engage and inspire apple enthusiasts as they will be able to tap into the collective power of the state’s 538 apple growers to actively participate in content creation that will captivate and motivate consumers to indulge in the delicious bounty of New York apples.

NYAA will focus more heavily on establishing engagement with consumers as they increasingly want to know who is growing their food and how they are growing it.

Kristen DeMarree, the association’s social media committee chairperson, is calling upon its network of dedicated apple growers and apple-related businesses to share their unique stories, behind-the-scenes glimpses and the passion that goes into producing superior-tasting apples. “By doing so, growers will not only showcase the rich heritage and meticulous care that define New York apples but also build a direct and personal connection with consumers,” Haskins noted.

The NYAA consumer campaign will include a series of short reels telling grower stories, apple varieties profiles, recipes, apple usage and pairing ideas. Haskins said the NYAA is focused on crafting scroll-stopping stories that will drive authentic engagement. NYAA will share the content on Facebook, Instagram, TikTok and LinkedIn.

Kelly Springer, a registered dietitian and a NYAA spokesperson, will share nutrition tips and healthy recipes, reinforcing the health benefits of New York apples and Braiden Allen, assistant communications and analytics manager for NYAA, will launch the association’s Health and Nutrition Blog along with a newsletter that will be distributed to consumers.

NYAA will make health benefits of New York apples both accessible and shareable, encouraging consumers to embrace them as part of a healthy, active lifestyle. A series of videos were produced where Kelly Springer shares a series of Wellness News Bites discussing topics like antioxidants, fiber, cholesterol reduction and the role of apples in preventing heart disease. Springer’s expertise will help reinforce how New York apples fit into a balanced diet. “New York apples are not just delicious, but also a powerful tool for supporting overall wellness,” said Haskins

This year’s The Big Flavor Campaign will include a high-profile billboard in Times Square showcasing the words The Big Flavor complemented by matching signage in local retail stores. Another 165 additional panel billboards will air a series of videos highlighting New York apples and growers.

The NYAA reported that the New York growers had a successful bloom and fruitlets are growing each day. Haskins said the fruitlets are “sizing up nicely and many growers are commenting that it looks like they are going to have a good-sized crop. In the upcoming week, we will have a good feeling about what we believe we can expect for this year’s production but so far it is looking good.”

New York typically produces anywhere from 31 to 32 million bushels of apples each year and the state is the second-largest producer of apples in country.

The apple season typically kicks off around the middle of August, beginning in Hudson Valley and then a few days later in central and western New York, followed by the northeast part of the state.