We assisted a newly formed co-op of growers from New York State to develop a comprehensive retail launch for two new apple varieties. In a competitive category, with a high degree of similar products, we used category data and consumer research to create defined brands and materials to create a launch strategy that included retail selection, in-market timing, pricing, point of sale materials, demos, in-store promotions and media to gain impressions and sales for the new varieties.
The Result: RubyFrost and SnapDragon were introduced to the marketplace in 2014-2015 to a very positive response from consumer and retailers including Walmart, Kroger, Ahold, Delhaize, Price Chopper, Tops Supermarkets, Wegmans and more with growing consumer awareness and premium retail pricing adding to total apple category equity and grower returns.
