With retailers looking for differentiation and dependability, and a desire for premium apple programs that create excitement, drive traffic and deliver strong turns at shelf, Next Big Thing is seeing big numbers in 2026.

“The premium apple category continues to demonstrate resilience, driven by consumers prioritizing quality, consistency and overall eating experience,” said Jennifer L. Miller, executive director of Next Big Thing. “Demand remains steady for managed varieties like SweeTango that consistently deliver a memorable ‘wow’ factor.”

Even in a value-conscious environment, Next Big Thing is seeing shoppers who are willing to invest in apples that meet high expectations for flavor and crunch.

“One of SweeTango’s unique strengths is our support of small-scale commercial and direct-market growers across the best growing regions in the United States and Canada — bringing both quality and authenticity to the category,” Miller said.

Early-season weather conditions have been challenging, with swings between extreme heat and cool temperatures across many growing regions. Despite this variability, Next Big Thing’s growers remain optimistic about fruit set and overall quality.

“Across New York and our broader cooperative regions, experienced orchard management plays a critical role in mitigating weather impacts,” Miller said. “At SweeTango, we maintain strict quality standards — only shipping fruit that meets our expectations — so consumers can rely on a consistently exceptional eating experience. Each season presents challenges, but our growers’ expertise ensures we deliver the very best possible product.”

Over the years, Next Big Thing has evolved into a highly collaborative, grower-driven cooperative focused on quality, consistency and brand integrity.

“One of the most important lessons we’ve learned is that loyalty is built through experience,” Miller said. “When consumers know they can count on exceptional quality with every bite, they return. Consistent supply, disciplined standards and clear brand messaging have been key to earning that trust. Increased exposure through media and influencer partnerships has also helped strengthen brand awareness.”

The industry continues to navigate rising input costs, labor constraints and fluctuating freight expenses. At the same time, apples face increased competition from convenient snack alternatives.

“This makes it critical to highlight apples’ natural advantages — freshness, healthfulness and flavor — while improving efficiency across the supply chain,” Miller said. “Supporting both growers and consumers is essential to sustaining the category for future generations, and innovative brands like SweeTango play an important role in keeping the category vibrant and relevant.”

Next Big Thing is seeing a shift toward clean, impactful packaging that clearly communicates brand identity and key eating attributes.

“In-store, simple but bold merchandising — such as large displays and clear signage — remains highly effective,” Miller said. “Digital integration is also playing a larger role, with social media and retailer media networks influencing shoppers before they enter the store. For bulk fruit like SweeTango, storytelling becomes even more important, which is why we’re investing in a new website and expanded social media campaign for the 2026 season.”

Next Big Thing is continuing to invest in targeted marketing efforts to elevate awareness of SweeTango, including digital campaigns and strategic retail partnerships. It is also leveraging data and consumer insights to refine how and where to engage shoppers.

“On the production side, continued investment in orchard practices and technology ensures we maintain the high-quality standards the brand is known for,” Miller said. “Our focus remains on keeping premium SweeTango apples on shelves for years to come.”

Overall, Next Big Thing sees the outlook for premium apples as positive.

“Growth opportunities lie in consistently delivering exceptional eating experiences while telling a compelling story about the fruit, the growers and the regions behind it,” Miller said. “New York remains a vital part of that story, and Next Big Thing is well-positioned to expand its reach while staying true to its core values. As consumers continue to seek out foods that are both enjoyable and wholesome, premium apples like SweeTango are poised for sustained growth.”