“We’ve expanded pretty significantly since we began growing SnapDragon apples over 10 years ago, but there’s still so many retailers who don’t really understand the SnapDragon difference,” said Jessica Wells, executive director of Crunch Time Apple Growers. “Being there in person gives us the chance to show it.”

The annual show’s expo floor also gives Crunch Time the opportunity to connect with current customers.

“In recent years, it’s become more important to us than ever to attend IFPA,” Wells said. “It’s the best opportunity to connect face-to-face with the retailers we work with year-round, and it’s always great to get interactions in-person since so much work is done digitally now.”

Crunch Time will be sampling SnapDragons and RubyFrosts at the New York State Department of Agriculture booth (No. 3247 on the expo floor). The two apples originated from the state, and production is still focused in New York. Wells said IFPA provides an opportunity to show buyers what makes New York-grown produce special. Crunch Time sales partners include Fowler Farms, Hess Bros., Rice Fruit, New York Apple Sales, Riveridge Produce Marketing/JP Sullivan & Co., Applewood Fresh Growers and United Apple Sales, some of which will have their own booths during the IFPA show’s expo hours. The New York Apple Association will also be representing SnapDragon and RubyFrost apples during the expo.

Wells and her daughter, who recently graduated from Colorado State University with a horticultural/food production degree, will represent Crunch Time at the IFPA show, offering samples and information on SnapDragon and RubyFrost.

Wells said growers are expecting the largest-to-date production season for SnapDragon this year. Harvest starts in mid-September and is expected to wrap up before the IFPA show. RubyFrost harvest follows the start of the SnapDragon picking and will wind down around the time of the show, scheduled for Oct. 16-18 in Anaheim, CA.

Over the past four National Football League seasons, SnapDragon has been a steady presence at the Buffalo Bills’ home games. As the official apple of the team, SnapDragon samples are available to fans at Highmark Stadium, the home of the Buffalo Bills. The Crunch Time SnapDragon tent on the Billevard fan gathering area is a popular place to visit before the games.

“Fans absolutely love seeing us at games,” Wells said. “Over the past four seasons that we’ve worked with the Bills, we’ve become a widely recognized — and sought after — tent on the Billevard.”

Snappy, the SnapDragon mascot, can be found mingling with fans before games.

Pre-season games this year have included make-your-own sign activities, photo opportunities and giveaways for fans. The Bills’ first home game was Sept. 7, and new-season SnapDragons will be on hand for the next game, Sept. 18. Wells said Crunch Time distributes more than 5,000 snack packs during a typical game and donates about the same amount in western New York in the days following home games.