For the 2017 apple and pear season, Superfresh Growers® anticipates an average-sized crop this year, with fruit one to two sizes smaller than last year. Sizing will allow for both bulk and bagged promotional opportunities. Superfresh Growers also plans for their organic crop to double in many varieties, creating promotional opportunities for Superfresh Organic pouch bags.
The cool temperatures during spring bloom slowed cell division, resulting in smaller fruit for apples and pears. “Fruit will be down in size, but very clean,” says Mike Preacher, Marketing Director. “This presents a great opportunity to promote bags, which contributed 12% growth in pear category dollars last year despite an overall decline in the pear category. IRI Fresh Look data shows that apple bags drove 83% of apple sales dollar growth last year.”
As bag sales continue to motivate the pear and apple categories, Superfresh Growers is expanding their organic and conventional pouch bag lineup. Superfresh pouch bags are self-merchandising and, therefore, easy for retailers. Standing upright, they call attention to themselves with helpful product information and attractive graphics.
“The bags came into the market earlier this year, and we have received excellent feedback. The retailer feedback was overwhelmingly positive at the Organic Produce Summit in July. Organic pouch bags ensure the correct ring each time and fill a retailer's need to ensure organic growth is registered at the purchasing level,” explains Catherine Gipe-Stewart, Communication Manager.
Consumers are equally sharing their appreciation for convenient on-the-go packaging. “Busy moms often write and call in, naming how small-sized fruit in pouch bags is ideal for after-school snacks and Saturday soccer breaks,” Gipe-Stewart continues. Pouch bags are driving apple and pear growth and will continue to grow as pouch bags become available throughout the produce department.
Superfresh Growers is aggressively growing organic acreage to compete in a flourishing market. “We are continually hearing from our retail partners that they are excited for organic growth. At the Organic Produce Summit, one of the main takeaways was that organic consumer demand is high, and farmers need to expand to keep up. We are consistently growing our organic acreage and feel aligned to meet future organic demands,” describes Preacher.
“Organics are a main focus for us in the coming crop year. We are expecting large growth in both organic pears and apples, doubling the volume of many organic varieties, including Bartlett, Red Bartlett, Bosc, Honeycrisp, Gala, Pink Lady, Granny Smith, and, of course, our signature Autumn Glory® apple. To grow with consumer demand, we are investing in higher color, high yield varieties and transitioning many of our older orchards into high-density organic orchards,” explains Preacher.
Autumn Glory harvest will begin in late October and will be available conventionally from November through April and organically from November through February. “Last year marked a transition year for Autumn Glory,” Preacher explains. “We watched Autumn Glory demand grow dramatically, selling out two months earlier than planned.” Superfresh Growers is doubling their Autumn Glory volume this year to 200,000 boxes and is selling it nationwide and internationally.
