Starting on calendar week 38, the Honeycrunch harvest of 2018 will be on the shelves. According to marketing director Arnaud de Puineuf, European license holder for Pomanjou expects to harvest around 2,500 tonnes of apples more than in last year. That would mean a total volume of approx. 15,000 tonnes for the 2018/2019 season.
"Given the high yield, we are pleased to extend the season and expand our distribution network," said De Puineuf. "We expect a tasty apple with higher sugar content and the typical, good Honeycrunch size. The harvest is in full swing; the weather conditions of recent weeks have favored a rapid coloration of the apples." In order to meet the increasing demand in the long term, the company will continue to rely on growth in the coming years: The two most important factors are the annual expansion of production areas and targeted marketing promotions. More than 80 producers are currently cultivating the brand apple on more than 400 hectares in Germany and France. The harvest has been going on since late August.
Tastings in cinemas and retail support sales
In order to boost sales, Pomanjou plans to convince consumers of the apple's bite through numerous tastings. The company expects a doubling of sales in the promotional period. In addition, a multi-channel sweepstakes promotion is programmed in various cinemas: In three cities, movie-goers can sit comfortably on beanbags in a honeycrunch pop-up lounge, enjoy apples and take part in the "Big Biter" game.
In the game, especially created for this promotion, participants go hunting for apples, avoiding sharks and vampires. The Germany-wide high scorer will win a prize. Ninety tasting days in markets close to the cinemas, as well as locally played Facebook advertising, are to increase the visibility of the apple brand even more. All measures are encapsulated in the theme "Loving life, bite for bite".
Contact person for the promotions is Arnauf de Puineuf: arnaud.depuineuf@pomanjou.fr.