SweeTango growers and marketing desks anticipate an abundant crop of this season.
Austin Fowler of Fowler Farms remarked that the 2018 crop is shaping up to be slightly larger than last season. Aside from a late frost that reduced the Nova Scotia crop, no adverse weather events have been reported to date from the North American growing regions. Fowler says the overall yield is expected to be of excellent quality, with good color, smooth finish, and a range of sizes available to support early season sales season at retail. He also noted that organic SweeTango from Washington State is projected to reach significant volumes for the first time.
Washington’s Stemilt Growers plans a mid-August picking start date. Midwest and East regions will soon follow, so consumers in those regions will see them soon after Labor Day.
Nielsen retail scan data indicates that SweeTango performs well in the early season, as it is one of the first 'premium' varieties to become available in the fall. During its peak season from September – November 2017, SweeTango was the best-selling club variety while also ranking among the top ten category-wide according to the data.
A marketing program is intended to help SweeTango hold its spot at retail. An ad campaign, called "The Year of the Fan", will accompany the program, and is designed to show why consumers come back to the apple. The program also includes a new podcast advertising campaign, a humorous YouTube commercial depicting SweeTango fanatics celebrating the season, recipe videos, and social media programming.
According to marketers, many retailers already have on-ad promotions booked for this early-season apple variety and are encouraging those who haven’t to place orders now.
For more information:
Cristie Mather
Tel: +1 (503) 705-8404