"Strong harvests and rising demand propel SnapDragon and RubyFrost apples to steady growth"

East Coast apple varieties SnapDragon and RubyFrost are witnessing increased sales this season. "One of our top retailers reported that SnapDragon bag sales were up 31 percent year over year, nearly triple the growth of bagged apple sales overall," says Jessica Wells, Executive Director of Crunch Time Apple Growers. "At the same time, bulk sales were up 66 percent, six times higher than the category at large."

A strong harvest and an increase in acreage reaching maturity have enabled this growth. "SnapDragon production is up nearly 40 percent compared to last year primarily due to newer acreage reaching maturity," Wells said. The RubyFrost harvest matched last season's, a flagship year when Crunch Time recorded a double-digit percentage growth in volume among four of its top six retail customers.

Being the official apple of the Buffalo Bills has helped drive increased interest in SnapDragon apples. "The team's strong performance this season led to increased visibility. In addition, the playoff games gave us more opportunities to engage with fans on the Billevard before home games and increased interest in our player partners, helping drive engagement and awareness."

Increased availability
Availability of both varieties – particularly SnapDragon – has grown over the last few years. SnapDragon is commonly available in the East, from New England to Florida and everywhere in between. In addition, the variety is also widely available in Texas. A couple of high-end, geographically diverse retailers with lower store counts offer SnapDragon at stores nationwide for at least part of the season, providing availability in most larger cities at some point during the season. SnapDragon availability in the Midwest is a bit more sporadic, with BJ's, Costco and Walmart offering them for a limited time this year.

Crunch Time is eager to expand its retail partnerships and bring SnapDragon apples to even more consumers across the U.S. This year, RubyFrost apples were available as far west as Texas.

Growing popularity
SnapDragon apples have surged in popularity this year. Enthusiastic reviews on retailer websites and firsthand excitement at the South Beach Wine and Food Festival highlight the growing demand for this fan-favorite apple. Meanwhile, Wells reports, "Growers continue to produce increasing volumes of SnapDragon apples each season."

SnapDragon and RubyFrost aren't the only new varieties that have hit store shelves in recent years, and competition in the apple segment is fierce. "Our greatest challenge isn't any individual apple but the sheer number of varieties on the market," commented Wells. "Shoppers might find eight or ten apple varieties at their grocery store, making it difficult for newer varieties to stand out and get consumers to try them."

"SnapDragon and RubyFrost apples are both great apples. Getting the consumer to try them the first time is the biggest challenge. Once they have the opportunity to try them, they are hooked and will continue to come back for repeat purchases."

Rising consumer interest, strong harvests and an increase in acreage reaching maturity position both varieties for significant growth. "As we look ahead, we're eager to expand our retail partnerships and bring SnapDragon apples to even more consumers across the U.S.," says Wells. The SnapDragon variety is generally available through May, while RubyFrost is typically available in stores until July.

For more information:
Jessica Wells
Crunch Time Apple Growers
Tel: (+1) 716-300-8522
jessica@crunchtimeapplegrowers.com
www.crunchtimeapplegrowers.com