Harvest of SnapDragon apples has started, and this year will likely be the biggest harvest yet. As a result of an increase in production volume, consumers can expect to enjoy the variety at least until mid-spring. While SnapDragon is commercially grown only in the eastern part of the U.S., its availability has expanded in recent years. "They do have a great presence in the East as well as in Texas," says Jessica Wells, Executive Director of Crunch Time Apple Growers. "We anticipate greater availability in the Midwest all season this year and consumers in at least 45 states will have access to SnapDragon, all the way to California to start the season."
The variety has a large fan base and to make it easier for consumers to get their hands on SnapDragon, several growers offer them via mail order, including Schutt's Cider Mill (Webster, NY), Beak & Skiff (Lafayette, NY) and The Apple Shed (Newark, NY). Additionally, one of Crunch Time's sales partners - Yes! Apples – offers the variety to consumers via mail order on their website as well as through Walmart Marketplace.
© Crunch Time Apple Growers
RubyFrost available from November
In addition to SnapDragon, the eastern part of the United States also exclusively grows the RubyFrost variety. Harvest of this variety begins mid-October, but unlike SnapDragon they are stored for distribution beginning mid-November. "They don't head straight to grocery stores as we have found that flavor of RubyFrost really blossoms as it is stored," Wells commented. The crop size of RubyFrost is anticipated to be similar to last year and the variety should be available through June or July. "While the fruit size may be a bit smaller, the quality and flavor should be fantastic."
Varieties matter
Demand for both varieties remains steady due to a loyal fanbase. It is vital that customers receive a quality product every single time and their experience lives up to what they have come to expect. The benefit of a managed variety is the ability to control quality and not having to sacrifice eating experience in favor of aesthetics or production volume. "This is particularly important in the apple category where consumers seek out a specific variety they like and come back for repeat purchases. With other produce categories like carrots and avocados, consumers aren't necessarily looking for certain brands, but they buy what's available, fresh, and cost-effective," said Wells.
© Crunch Time Apple Growers
Price shouldn't be the biggest factor
The preference for a certain variety often results in pricing not being the biggest factor in the consumer's purchasing decision. While SnapDragon and RubyFrost need to be competitively priced in an oversaturated U.S. apple market, the focus is on quality and continuing to draw in new shoppers, converting them to loyal fans. "When considering the price of an apple, it is important to remember that whether an apple is grown in New York, Washington, or somewhere else, there is a grower who invested time and money to grow that apple and they have expenses to cover and families to support. No one benefits from a race to the bottom on price," Wells concluded.
For more information:
Jessica Wells
Crunch Time Apple Growers
Tel: (+1) 716-300-8522
[email protected]
www.crunchtimeapplegrowers.com
