Crunch Time focuses on SnapDragon flavor crunch, juiciness, flavor
Crunch Time focuses on SnapDragon flavor crunch, juiciness, flavor
As SnapDragon apples reach their highest production this season, Crunch Time Apple Growers is continuing to expand the variety’s reach from its origins in New York state.
A key component of Crunch Time’s outreach is getting potential retail customers to sample a SnapDragon. The International Fresh Produce Association’s Global Produce & Floral Show in Anaheim, CA, is a prime opportunity to let the apple’s flavor speak for itself.
“It’s really a one-of-a-kind apple,” said Jessica Wells, executive director of Crunch Time Apple Growers. “The flavor is totally unlike anything else on the market, and in terms of juiciness and crunch, it leads in the apple category.”
Wells will be handing out SnapDragon samples, along with Crunch Time’s other variety, RubyFrost, at the New York State Department of Agriculture booth (No. 3247) during the IFPA expo. The New York Apple Association and growers who have their own booths will also be promoting the apples. Crunch Time growers — Fowler Farms, Hess Bros., Rice Fruit, New York Apple Sales, Riveridge Produce Marketing/JP Sullivan & Co., Applewood Fresh Growers and United Apple Sales — grow and market SnapDragons and RubyFrosts.
While autumn is a natural time for big apple displays and promotions, Crunch Time’s message to current and potential customers at IFPA is to move away from the concept of “apple season” — particularly for SnapDragon and RubyFrost apples, which store well.
“We might harvest in the early fall timeframe, but our apples are actually excellent well into the spring months,” Wells said. “Moving away from the idea of a designated apple season will help their sales year-round, and we can be a partner in that.”
Wells also wants to emphasize to retailers that Crunch Time Apple Growers has resources to help them promote SnapDragons and RubyFrosts.
“One of our favorite ways to drive sales is by working directly with retailers to put signage and marketing displays relevant to their specific customers — after all, they know best what will resonate,” she said. “We’re not a brand that you buy from and never interact with again. We’re with you every step off the way.”
As managed varieties increase competition with longstanding varieties such as Golden Delicious and Fuji, as well as with other managed varieties, newer varieties need help to stand out by consumer sampling.
“The apple market has certainly become a crowded one!” Wells said. “Newer varieties need to work twice as hard to stand out. It’s more important than ever for them to really make clear what their distinguishing traits are — are they extra sweet, extra tart or something new and unexpected?”
Crunch Time has programs to help introduce SnapDragons to consumers, including an affiliation with the National Football League’s Buffalo Bills. As the official apple of the team, Crunch Time hands out about 5,000 SnapDragon samples to fans before the Bills’ home games.
Wells said Crunch Time is tying some of its activations into the Bills partnership, including the group’s holiday campaign for the apple.
