Crunch Time’s SnapDragon, RubyFrost apples see sustained growth
Crunch Time’s SnapDragon, RubyFrost apples see sustained growth
Crunch Time Apple Growers, which grows and markets SnapDragon and RubyFrost apples in the state of New York, is expecting its largest SnapDragon harvest this season.
The first SnapDragons are picked in mid-September by Crunch Time’s growers in New York’s Hudson Valley, followed by growers in the western and central part of the state seven-10 days later. Growers in the Champlain Valley begin in late September/early October.
“While we had a very cool, wet spring, there were no extreme swings in temperature that pushed blossoms ahead of schedule and the trees really had a long time to set fruit,” said Jessica Wells, executive director of Crunch Time Apple Growers. “We have had some pretty hot weather this summer, but so far everything looks great.”
RubyFrost harvest starts in New York’s Hudson Valley in early October and follows the path of the SnapDragon harvest through the end of the season. However, unlike SnapDragon, RubyFrost is generally picked in one sweep through an orchard.
“The quality, size, and volumes of RubyFrost are looking great,” Wells said. “We’ll have strong volumes ready for apple lovers in New York and beyond.”
Crunch Time has about 190 growers across the country, with more than 160 in New York, including all of its commercial growers with productive acreage. Wells said many of Crunch Time’s out-of-state direct market growers will have full crops this year, giving consumers in other states the opportunity to sample SnapDragon, and to a lesser extent RubyFrost, at farm stands, u-pick orchards and farmers’ markets.
Although the varieties became commercially available about 10 years ago, steady, sustained volumes to meet demand started in 2019 and continues this year, Wells said.
Cooking up success
SnapDragon and RubyFrost have their own consumer-facing websites, giving fans another way to feel connected to the brand through recipes, grower information and lists of retailers that stock the apples.
Last season, Crunch Time partnered with recipe creators to add a wider selection on the sites, and recipes have also been developed by dieticians and food influencers. Working with recipe creators from different backgrounds brings diverse options, appealing to all types of apple eaters, Wells said.
“Consumers love the diversity of recipes we have available on our website,” she said. “There are so many ways for them to enjoy both SnapDragon and RubyFrost apples, and having such a wide range of options means there’s something for everyone.”
Consumers are encouraged to enjoy SnapDragons as a standalone snack as well, for its “spicy-sweet flavor and monster crunch,” Wells said.
“When it comes to SnapDragon, we prefer to focus on recipes that use the whole apple (or even multiple apples), whereas with RubyFrost, we’re always in pursuit of new and inventive meals and baked goods,” she said.
Social media presence for both varieties is even more important to keep consumers informed, with updates to orchard progress and the latest news, keeping the apples at the forefront of consumers’ minds.
“Social media also allows the unique personalities of SnapDragon and RubyFrost to truly shine,” Wells said. “You can find both varieties on Facebook, Instagram, X, Pinterest and BlueSky. SnapDragon apples can also be found on TikTok and SnapChat.”
Although there are occasions when the varieties are cross promoted on social media, it’s not a common practice.
“We generally do not crossover between the two brands on social media — both apples are so different and beloved for their own unique personalities and flavor profiles,” she said. “However, there are occasions when the besties collaborate — like a recent post related to farm pets.”
A partnership with the National Football League’s Buffalo Bills returns this season, with SnapDragon as the team’s official apple. Crunch Time featured the apple at the Bills’ training camp, with whole fruit and SnapDragon cider (from grower Beak & Skiff Apple Orchards) available at the cafeteria and during hospitality events.
The team’s annual Blue and Red Scrimmage and pre-season home game are also events for SnapDragon promotions, followed by all home games once the season starts.
“Once the regular season kicks off, we’ll be at all home games, with special activations available for fans before they enter the game,” Wells said. “Our partnership also includes radio ads, television spots, social media campaigns, digital ads and even a giveaway.”
Crunch Time has a new marketing partner, after five seasons with Slide Nine Agency. The board of directors named Merrick Creative as Crunch Time’s marketing partner, effective May 1. Crunch Time also moved its corporate headquarters from Lockport, NY, to Newark, NY, which is in Wayne County, the largest apple-producing county in the Eastern U.S. and the fifth largest in the U.S.
