With Cinco de Mayo coming up, there’s a commodity that’s going to be competing with the almighty avocado: the apple. The Piñata® apple is right in the midst of its season now. There will be lots of time for promoting this variety that’s exclusive to Stemilt Growers. “Piñata® in particular has had really good quality and condition this year,” said Brianna Shales with Stemilt Growers. “Sizing is a little bit larger on all apples compared to last year. That’s good for retail because bulk apples are the primary purchase method for consumers.”
Promotable volumes into May
Stemilt is the exclusive grower and supplier of Piñata® apples in North America. It’s been on the market since 2009, but Shales says now it’s come into its own. “It’s found its place and consumers really enjoy the flavor profile. It’s exciting because we’ve reached a point where we have steady supplies, and great fruit condition and flavor that allows us to stretch the season for Pinata. This year, Pinata® will be ready for retail promotions around Cinco de Mayo.” The name certainly does, too for this sweeter flavor profile fruit. This year they’re expecting to have a good supply throughout May with still promotable volume even into the month.
Packed in different ways, including the 5lb Apple Lover Piñata bag and an in-and-out style 3lb Lil Snappers® bag catering to families and children. Shales says it’s pleasing for growers to be able to find a niche and a home for smaller fruit. Sizing is nothing new but marketing efforts are. “There’s always been smaller fruit and Lil Snappers brought that fact to the forefront through branding,” she said. “The pouch style bag and marketing directly to kids has really elevated sales of smaller fruit.” She remarked that some customers have even said they’ve never seen apples that size, which goes to show what marketing can achieve. “We’ve had a lot of success with Lil Snappers and particularly in varieties like Piñata® because they are a sweet, tart apple that hits the right flavor for kids.”
Through innovation in breeding and genetics, there are more and more ‘club varieties’ of apples on the market. But of course retailers can’t carry them all at once. “It’s more competitive. The good thing about Piñata® is its quality. The flavor, finish, and sizing all aligns to what consumers want in an apple,” said Shales. Stemilt will be introducing yet another new variety to the USA and some Canadian markets come July.
For more information:
Brianna Shales
Stemilt Growers
Tel: 509-662-9667