“They’re excited to be able to offer such an interesting and unique experience to their shoppers,” Wells said. “We’re still able to take in some last-minute additions. Reach out if you want to participate.”

Crunch Time will be participating in the Consumer Media Lunch Program on Dec. 3 at the New York Produce Show. The invitation-only workshop and lunch bring together business journalists, registered dietitians, culinary experts and others to focus on next-generation (Z and Alpha) eating habits. Attendees will learn about the efforts of produce industry members and others to increase consumption.

“Gen Z is a market we’re increasingly interested in — they are the future consumers, after all,” Wells said. “Being able to connect with them directly at the show will be great — getting them to get the word out about SnapDragon and RubyFrost apples and how we stick out in a busy marketplace.”  

David Coene, who grows SnapDragon and RubyFrost at Windmill Farms in Ontario, NY, will be at the Crunch Time booth, No. 200, at the New York Produce Show, along with his wife, Elizabeth. Coene recently became board chairman at Crunch Time.

Snappy, the Snapdragon mascot, will also be at the expo.

SnapDragon growers, who first commercially sold the variety in 2013, harvested their largest crop this year.

“Sales in September and October were up significantly, and consumer interest and enthusiasm seems to be at an all-time high with lots of social media engagement and direct inquiries via email and phone calls,” Wells said.

RubyFrost apples are also of excellent quality this year, she said. RubyFrost is slightly less sweet than SnapDragon, making it ideal for baking.

“Seems contrary, but an apple that is less sweet works better in baked/dessert recipes because the apple flavor is retained when all of the other ingredients and heat are added to the mix,” Wells said. 

The NYPS offers Crunch Time representatives the opportunity to spend quality time with buyers and potential customers.

“It’s a bit smaller than others in the industry, but it makes up for it with impact, it’s a lot easier to have one-on-one conversations and meaningful moments with buyers,” Wells said. “Foot-traffic is great and has steadily improved in the last five years.”

Crunch Time has extended its partnership with the National Football League’s Buffalo Bills, with SnapDragon as the team’s official apple. Crunch Time representatives hand out samples before home games.

The apple grower group is working on charitable campaigns with Bills running back James Cook, to support Blood Cancer United and the Alex Eligh Community Center capital fund, which is in Newark, NY, home to Crunch Time. Donors of at least $50 receive a gift from Cook and Crunch Time, including an apron and coupon for a free bag of Snapdragon apples.

As SnapDragon production continues to rise, so does retail and consumer demand.

“Healthy eating has really gained new momentum in the last few years, and it’s clear that consumers are not willing to sacrifice flavor when making their healthy choices,” Wells said. “We have gotten a significant number of emails and phone calls thanking our growers and raving about the flavor of SnapDragon apples. RubyFrosts are just hitting stores now.”

Of the 160-plus Crunch Time apple growers, more than 25 market directly to consumers through famers markets and on-farm markets. Some also orchard bins of apples at the farm gate to those sales to those two markets.