Wolter: Rainier’s ‘rock stars’ stabilize apple category for retailers
Wolter: Rainier’s ‘rock stars’ stabilize apple category for retailers
Rainier Fruit Co. in Yakima, WA, is providing retailers with the product and support necessary to stabilize dollar sales during deflationary periods. “Gala, Fuji and Granny are the new mainline variety sales in the domestic apple category,” said Director of Marketing Suzanne Wolter. “Additionally, newer apple varieties are the rock stars in the category having a significant impact stabilizing dollar sales in a deflationary period. Those retailers who recognize the importance of these new varieties are not experiencing deflation in the apple category to the same extent that others are, especially in areas with a strong local crop.”
The company’s offerings of Honeycrisp, Pink Lady and Jazz complement its extensive supply of organic fruit. “And our exclusive varieties Junami and Lady Alice have us uniquely positioned to assist our wholesale and retail partners to develop a strategic season-long sales plan.”
The Junami apple variety is quickly acquiring a reputation as a holiday apple. (Photo courtesy of Rainier Fruit Co.)Having moved away from Red and Golden Delicious over the past decade, Wolter said organic and specialty varieties “have become the fruit of choice for many consumers.”
With the organic season off to such a strong start, she said, “We find ourselves in a demand exceeds supply situation.”
Quality control has been a key to Rainier’s success. “Rainier Fruit Co. has an extensive QC protocol program in place which starts in the field, is carried into our receiving and storage QC team and finishes with the person loading product onto a truck,” Wolter said. “Each individual throughout the growing, packing, storage and shipping process understands the importance of our quality program, the needs of specific customers and has the ability to make recommendations to keep our program running smoothly. The fruit dictates how we handle it throughout the season, and so far this year all feedback on new crop has been great.”
Junami is becoming the company’s holiday apple.
“Last year, we debuted in December with great success. So we’re following the same go-to-market timing strategy this year,” Wolter said. “Consumers have already been contacting us via our website and Facebook asking us when they can expect to see the Junami and Lady Alice in stores. They don’t have to wait long for Junami, and Lady Alice will be out in February.”
Rainier debuted new mesh pouch bags for its signature varieties at this year’s Produce Marketing Association Fresh Summit. “
Rainier Fruit Co. is also in full swing with production of D’Anjou, Bartlett, Bosc, red pears, Asian pears and miscellaneous specialty pears.
