New York apple growers to provide support to retailers
New York apple growers to provide support to retailers
The New York Apple Association in Fishers, NY, will be offering a full-service promotion support program this fall in an effort to help retailers throughout the United States sell more apples during the 2005-06 apple season.
"Our number one goal is to help retailers drive sales," Jim Allen, president of the New York Apple Association, which represents the state's 695 apple orchards, said in a statement.
We will be providing retailers with information about purchasing preferences of their customers, offering attractive and professional new materials to help retailers merchandise our fruit and do our part to help them sell more apples, Mr. Allen said.
An important component of the promotion support program is newly designed merchandising materials with appealing graphics and professional design. In-store display support will include new point-of-sale variety cards that detail characteristics of New York apple varieties. Each of the p-o-s product variety cards has a colorful illustration of the apple and touts the apples eating qualities.
New for this year, the association is introducing a new set of Eat Healthier consumer education p-o-s cards, which promote all the health benefits of eating apples. New display wrap and a new display contest promoting National Apple Month will also be offered.
In an effort to help retailers communicate with all potential customers, the association has also produced new Spanish product variety cards and a Hispanic apple variety guide.
In-store demos, which have emerged over the past several years as one of the more effective ways to promote apples, will return in 2005-06, Mr. Allen said. Last year, the association sponsored approximately 750 in-store demonstrations throughout the United States.
The demonstrations allow retailers to create cross-merchandising opportunities and introduce their customers to new varieties. The demos also promote the year-round crunch of New York-grown apples. Merchandising support will include apple-handling seminars and an employee education video titled Six Steps to Delight Your Customers, which will instruct store staff on how to properly handle and display apples.
The association will also launch an extensive advertising campaign throughout the year on television and radio that will promote the taste and the health benefits of apples.
On Nov. 6, the association will again sponsor the famous New York City Marathon as it has since 1999. In addition to a presence all along the marathon route in New York, the association will be advertising apples during the marathon TV broadcast. Retailers in metropolitan New York are encouraged to promote apples in their circulars during the week leading up to the marathon.
Mr. Allen said that the association will work with retailers by providing them with consumer information collected through market research. That information includes a study by the Produce Marketing Association, which found that consumers plan to eat more produce in 2005 and that apples were the top choice among produce options by a wide margin.
Thirty-nine percent of the consumers surveyed said that they will buy apples this season. Oranges were the second choice with 24 percent.
New York ranks second in apple production nationwide with 25 million bushels expected to be harvested this year.
"Our number one goal is to help retailers drive sales," Jim Allen, president of the New York Apple Association, which represents the state's 695 apple orchards, said in a statement.
We will be providing retailers with information about purchasing preferences of their customers, offering attractive and professional new materials to help retailers merchandise our fruit and do our part to help them sell more apples, Mr. Allen said.
An important component of the promotion support program is newly designed merchandising materials with appealing graphics and professional design. In-store display support will include new point-of-sale variety cards that detail characteristics of New York apple varieties. Each of the p-o-s product variety cards has a colorful illustration of the apple and touts the apples eating qualities.
New for this year, the association is introducing a new set of Eat Healthier consumer education p-o-s cards, which promote all the health benefits of eating apples. New display wrap and a new display contest promoting National Apple Month will also be offered.
In an effort to help retailers communicate with all potential customers, the association has also produced new Spanish product variety cards and a Hispanic apple variety guide.
In-store demos, which have emerged over the past several years as one of the more effective ways to promote apples, will return in 2005-06, Mr. Allen said. Last year, the association sponsored approximately 750 in-store demonstrations throughout the United States.
The demonstrations allow retailers to create cross-merchandising opportunities and introduce their customers to new varieties. The demos also promote the year-round crunch of New York-grown apples. Merchandising support will include apple-handling seminars and an employee education video titled Six Steps to Delight Your Customers, which will instruct store staff on how to properly handle and display apples.
The association will also launch an extensive advertising campaign throughout the year on television and radio that will promote the taste and the health benefits of apples.
On Nov. 6, the association will again sponsor the famous New York City Marathon as it has since 1999. In addition to a presence all along the marathon route in New York, the association will be advertising apples during the marathon TV broadcast. Retailers in metropolitan New York are encouraged to promote apples in their circulars during the week leading up to the marathon.
Mr. Allen said that the association will work with retailers by providing them with consumer information collected through market research. That information includes a study by the Produce Marketing Association, which found that consumers plan to eat more produce in 2005 and that apples were the top choice among produce options by a wide margin.
Thirty-nine percent of the consumers surveyed said that they will buy apples this season. Oranges were the second choice with 24 percent.
New York ranks second in apple production nationwide with 25 million bushels expected to be harvested this year.
