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The New York Apple Association (NYAA) this fall will once again be offering a full-service promotion support program for retailers promoting “New Crop Apples,” tying in with the huge buy-local produce trend. “We’re going all out to push fresh, local fruit,” said Jim Allen, president of the Fishers, N.Y.-based NYAA, which represents the state’s 695 growers. “Our apples this fall will be coming straight from the orchard -- not fruit from storage.”
A key component of the promotion support program is newly designed POS signage promoting “New Crop McIntosh,” “New Crop Empires” and generic “New Crop” signs. Banners are also available, as well as stylish new display wrap and new health card POS signage. NYAA has also created a new poster highlighting New York apples, with a starburst stick-on that reads “New Crop!”
Other in-store display support includes point-of-sale variety cards that detail characteristics of New York apple varieties. Each of the POS Product Variety Cards has a colorful illustration of the apple and touts the apple’s eating qualities. Merchandising favorites like the “Apple Country” variety guide and the Hispanic apple variety guide are also returning this fall.
The association will continue its successful in-store demo program, which has become one of the most effective ways to promote apples. Last year, the NYAA sponsored approximately 1,500 in-store demos throughout the nation. The association will also launch an extensive $600,000 advertising campaign throughout the year on television and radio to promote taste and the health benefits of eating apples, and will again sponsor the ING New York City Marathon on Nov. 1. Retailers in metro New York are thus encouraged to promote apples in their circulars during the week leading up to the marathon.
New York state ranks second in apple production nationwide, with 29.5 million bushels harvested last year.
For more info, click on www.nyapplecountry.com.