Vice President of Marketing for Glenmont, NY-based New York Apple Sales, Jim Allen, said the Southeast Produce Council’s annual Southern Exposure event provides the company with a great opportunity to meet and network with its customers as well as new prospects. The event will be held Feb. 27-29 in Tampa, FL.

“It is also always good to see what the competition is offering, and that includes all fresh fruits — not only apples,” said Allen. “As apple markets change and evolve, it is important to understand the other categories such as citrus, grapes, berries and others because they all compete for the fruit dollar.

“Joining me at our booth, No. 414, at this year’s expo will be Vice President of Sales, John Cushing, and Sales Representative, Michael Harwood,” he noted.

Allen pointed out that in addition to being an active member in all of the council’s endeavors and initiatives since its founding in 1999, the company has exhibited at every Southern Exposure since the year it began in 2004, and it is proud to be a Silver Level Event Sponsor.

Visitors to Southern Exposure will witness the added excitement that NYAS has been sharing the past several months about its new branding initiative called “Yes! Apples,” which reached retailers in late fall 2019.

“New York Apple Sales’ Yes! Apples brand includes our always popular varieties, such as Honeycrisp, Gala, Fuji, McIntosh, Pink Lady, Red Delicious, Smitten, SweeTango, Evercrisp, RubyFrost and others,” said Allen. “The new wrapping immediately grabbed consumers’ attention.”

He explained that the new brand is the result of extensive consumer research, market analysis, customer focus groups and survey panels to help identify the best messaging to influence customer decisions.

“The answer was clear,” stressed Allen. “YES! Apples is a fresh look with a contemporary design that fits well into the buying habits and preferences of today’s consumers. Everyone, including millennials, react to product messaging that addresses their interests and typically includes a reason to purchase.”

In its new brand messaging, NYAS calls out that its family business has been involved in the apple business since 1919, and owned by women since 1999. It has established decades of history and roots in New York state.

“The Yes! Apple brand also emphasizes fresh, local and juicy,” said Allen. “The new name is being used on packaging and in promotional materials. New York Apple Sales is the exclusive distributor of Yes! Apples.”

He pointed out that trends in fresh produce are important in the market place, and that professionals count on shows like the Southern Exposure expo to highlight the trends and to recognize the trend setters.

“With the information we gain at this annual show we are better able to know and delight our customers,” noted Allen.

“This is key to success in this very crowded fresh fruit space,” he added.

Allen said that representatives from NYAS enjoy the extracurricular activities offered at Southern Exposure as well as mixing and mingling in the Tampa area.