New York will have a nice, marketable crop of apples this year. We escaped serious freeze injury this spring, and when you look at the bloom dates this year, one could easily say, we are lucky to have apples on the tree at all.
Scattered low temperature did reduce the crop, down from last year’s 32.8 million bushel crop, but our growing season has been awesome so far. So, we are getting ready to peddle the crop—and earlier that ever before. Sparking the interest of retailers for fresh crop apples 10-18 days earlier than normal has been a challenge. As all marketers know, many decisions are made “According to Mac” and that would be the computer, not the apple. Ads are set, based on the ad date from last year, and it takes a lot of good marketing to change those easy habits.
Soft fruits will still be in high supplies, and moving apples to front of store, is once again determined by calendars, not supplies. Retailers are looking forward to the new apple crop, the increased volume of a larger selection of varieties, and, of course, the traditional back-to-school apple extravaganza that moves huge amounts of fall apples. Why? Simple—apples add more to the bottom line of produce departments than any other U.S. grown fruit product (had to throw the U.S. grown in there. It separates out that cheap yellow-category leader that starts with “B”