“Our team is looking forward to connecting with friends old and new at the conference,” Haskins said. “It’s a wonderful opportunity to build relationships and celebrate the people who make this industry thrive.”

Coinciding with the conference, NYAA will bring its Big Flavor in the Big Apple campaign to life across New York City. The campaign will feature 90 video screens and 75 digital panels throughout the city, spotlighting New York apples and the farmers who grow them. This bold visibility initiative underscores NYAA’s mission to remind consumers that when it comes to apples, New York delivers unmatched flavor, freshness and variety.

To further celebrate the state’s apple heritage, NYAA has launched The Big Flavor Variety Guide — a vibrant 12-page booklet that tells the story of New York’s apple growers while highlighting the nutrition, flavor profiles and lifestyle appeal of locally grown apples. The guide includes mouthwatering recipes such as toasted ham, brie and apple sandwiches; butternut squash and apple salad; tasty appletizer skewers; and New York apple salsa — all designed to inspire consumers to enjoy apples in new and delicious ways.

In addition to leading NYAA’s booth presence, Haskins will also serve as moderator for the Young Professionals in the Foundational Excellence session at 1 p.m. on Tuesday, Dec. 2, at the Sheraton. The session will bring together emerging leaders to share insights as they shape the next generation of the produce industry.

As the holiday season approaches, NYAA is encouraging retailers to leverage the momentum of the Big Flavor campaign by creating eye-catching apple displays that inspire shoppers. The association is working closely with retail partners on print and digital cooperative promotions, digital coupon programs and in-store merchandising support to boost apple sales throughout the season.

NYAA recommends building large, festive displays that feature fresh apples alongside artisan cheeses, crackers, dates, figs, breads and cured meats — everything consumers need to create memorable charcuterie boards, snack platters and gift packages. The association also encourages retailers to include cross-merchandising near the cheese and deli departments, giving shoppers creative inspiration for entertaining and gift-giving.

NYAA continues to connect consumers to the story behind New York apples through its website, ApplesFromNY.com, which offers extensive recipe ideas, from entrees to desserts and showcases the many apple varieties grown across the state. 

With a fresh booth design, expanded promotional campaigns and a strong retail collaboration strategy, the NYAA is ready to make a flavorful impression at this year’s conference and remind everyone that New York truly is The Big Flavor in the Big Apple.