“You bet we’re exhibiting at the upcoming New York Produce Show,” said Jim Allen, president of the New York Apple Association in Fishers, NY. “As a supporting sponsor, we have exhibited at the show since it began.

“Each year this show expands,” he continued. “It is the premier regional show in the Northeast, and it is rated as the second largest next to only the PMA Fresh Summit. After all, it is being held in the ‘Big Apple.’”

Allen and other NYAA representatives will be at Booth No. 3202, all of them no doubt talking up the great crop of apples the state has produced this year.

It’s particularly exciting because the current great crop follows on the heels of last year’s poor crop, which suffered dramatically due to weather conditions.

The timing of the show, however, can be a little painful in the wallet area according to Allen.

“The December time slot is a season when prices are at their highest in New York City,” he said.

“The city is never cheap, but after Thanksgiving, rates increase on all levels. This, of course, increases our cost to exhibit and increases the cost of visitors who are staying in the city during the show. But, you have to measure the cost against the outstanding opportunities that the show presents.”

Allen expects an outstanding turnout at the show, and the NYAA is ready to provide its customers with a tool box of promotional assistance and programs to help grow sales for New York apples.

“The NYAA is a non-profit grower funded marketing order,” explained Allen.

“Our objective is simple: to expand markets for New York State apples and apple products. We work closely with retailers, schools, foodservice operators and municipalities that support feeding programs and healthy food initiatives.”

Recently, the NYAA sponsored the Big Apple Crunch in New York City, where one million consumers crunched a state-grown apple on Food Day, Oct. 23.

“We are working closely with the NYC Department of Health and Mental Hygiene to get more New York apples into small bodegas in New York City through the ‘Shop Healthy Bronx’ program,” Allen added. “Some of these areas are designated as food deserts where residents do not have access to fresh foods.

“The order was first approved in the late 1950s and has been reaffirmed and reauthorized by New York apple growers every eight years since its inception,” he continued. “In addition to retailer support, we also focus on consumer marketing and consumer promotions.”

The NYAA’s consumer target audience is the Northeast, and the organization carries out television, radio, print media and an ever-expanding on-line presence.

“We advertise on Facebook, and we support consumer contests and sweepstakes on the site, as well as on our own website and on television Web sites, such as ABC 7 in NYC,” said Allen.

“We have been a corporate sponsor of the ING NYC Marathon for over 14 years, making the NY McIntosh the official apple of the marathon,” he added.

The NYAA continues its goal to carry out marketing campaigns with retailers. Allen said that in March, it sponsored the “Fighting Cancer with NY Apples” program. The initiative raises at least $25,000 a year for cancer research and other community charitable programs.

“Each August we raise an average of $10,500 at the New York State Fair through donations for fresh apples and cider,” he added.

“That money goes to the American Cancer Society. Over the years we have donated truckloads of apples to Feeding America and City Harvest food banks. We were major donors at 9/11, following Katrina and after last year’s devastating Superstorm, Sandy.”

In the fall of 2013, the NYAA introduced Abby Wambach, a world leading professional soccer scorer, gold medalist and world cup winner as its apple ambassador.

“Abby appears in television, radio, online and in print media promoting New York State apples,” Allen added.

“It’s nice to connect her fresh and healthy lifestyle with New York apples.”