The New York Apple Association is gearing up for the 2025 fall harvest.

Cynthia Haskins, president and CEO of NYAA, announced that the 2025 crop is “well on its way” with production projected to tip more than 32 million bushels. While the final estimate is still pending, this year’s crop will be an increase over the last couple of years. 

“This spring brought a favorable mix of rainfall and warm temperatures across New York’s growing regions — from Western New York to the Hudson Valley and the Lake Champlain region,” Haskins said. “There’s been ample sunshine and overall appropriate moisture. The fruit will spend the summer sizing and coloring on the trees, and we expect apples to start flowing to market by mid- to late-August.”

Harvest begins in mid-August in the Hudson Valley, then moves through Western and Central New York, wrapping up in the state’s northeastern region in early November.

Early-season varieties such as Paula Red, Ginger Gold, Jonamac, Zestar! and Premier Honeycrisp will kick off the season. They’ll be followed by SweeTango, Honeycrisp, McIntosh, Gala, SnapDragon, Macoun, Empire, EverCrisp, Fuji, Red Delicious and RubyFrost and many others in September and October. Harvest wraps up the last week or first part of November depending on weather conditions. 

New York grows more than 250 apple varieties, with over 36 available in promotable volumes. Many are sold through retail chains and direct-to-consumer markets like farm stands, U-pick orchards and farmers markets. There are more than 500 growers in the state with many of them multigenerational. 

“New York is known for The Big Flavor, a signature taste that sets our apples apart and reflects the quality and care of our state’s apple growers,” Haskins said.

This year, NYAA will promote the health benefits of consuming New York apples through a series of social media content delivering on Big on Flavor, Big on Nutrition. Kelly Springer, registered dietitian for the NYAA will be delivering content focusing on health benefits of apples. NYAA will also attend the NYS School Nutrition Association’s conference in October along with participating in NYS Farm to School Summitt slated for February of 2026.  

What’s more, NYAA is launching a blog on its ApplesFromNY and will reveal it this fall. 

NYAA has also launched a grassroots social media campaign tapping into the collective voice of New York’s 500 apple growers. The initiative encourages growers to share behind-the-scenes orchard stories, photos and videos, connecting consumers directly to the farm experience.

“Consumers increasingly want to know who grows their food and how it’s grown,” Haskins said. “This campaign fosters that connection in an authentic and engaging way.”

Kristen DeMarree, chair of NYAA’s social media committee, is rallying growers and apple-related businesses to share orchard tours and stories that showcase the passion behind producing New York’s high-quality apples.

The campaign focuses on younger audiences through TikTok and Instagram, using short-form content that showcases orchard life. Early efforts have already generated tens of thousands of impressions across multiple platforms.

Dawn Williams, assistant content creator and promotions analytics manager, is working with the committee to ensure content resonates with consumers — particularly Gen Z and Millennial shoppers.

This fall, NYAA’s integrated media plan will combine traditional advertising, digital and social campaigns, merchandising materials and customized retail promotions to increase visibility, drive sales and celebrate the quality of New York apples.

“NYAA will be attending the NEPC show in August, which is an opportunity to meet with retailers,” Haskins said. “NYAA will showcase its collateral materials and provide an opportunity for retailers to order materials for the season.”