With a high-quality crop of Eastern apples ready for consumers to enjoy, Rice Fruit Company is geared up for the holidays and the New Year. "We have a more moderate volume crop this season and a nice mix of varieties to delight," says Brenda Briggs of Rice Fruit Company.
Demand for apples is steady, and even strengthening in some segments as the season progresses. There is a concentrated effort on promoting increased consumption of apples across the board. "The average American eats 11-16 pounds of apples per year compared with consumers in the European Union who consume 30 pounds per capita. That's a stark difference and one that I believe we can improve upon. By educating consumers on the health benefits, promoting their convenience, and showcasing their versatility, we can help to facilitate the growth of the entire apple category and increase consumption on an individual level," says Valerie Ramsburg of Rice Fruit Company.
Making space for all varieties
An assist with consumption is also welcome given the numerous specialty and club varieties that continue to come out of the apple category–in Rice Fruit Company's case, this includes Lemonade™, KIKU®, and many more club or premium varieties. "There is a finite amount of shelf space and sometimes you're competing with your own apples because those core varieties have a good following. You want to be able to provide consumers with a varietal assortment they know and are loyal to, while also successfully launching new apples. So, it's about making the most of shelf space in the store," says Ramsburg.
As for pricing, higher production costs continue to be a concern. "Costs have really increased between labor and supplies–apples are sometimes held to a certain price structure because they have a reputation of being an affordable staple item," Ramsburg says. "You have to find the balance between what a consumer is willing to pay and sustaining the growers and the industry."
For more information:
Valerie Ramsburg
Rice Fruit Company
[email protected]
www.ricefruit.com