Honeycrisp driving Apple Category
Rainier sees production up significantly

Rainier expects to market over ½ million euro cartons of Honeycrisp this season, a significant increase over last year. Due in part to young orchards coming in to production, this year’s crop is also producing exceptionally large fruit resulting in plenty of opportunity for promotions of the jumbo size fruit this season. Supplies should be available through March; a full two months longer than last year.

“We can’t recall another variety that has achieved this kind of popularity and demand so quickly,” said Suzanne Wolter, Director of Marketing at Rainier.

Rainier doesn’t see any slowing in retail demand. In fact, some retailers were asking about Honeycrisp’s fourth quarter availability back in the second quarter of this year in preparation for the fall apple-selling season. According to the Perishables Group, Honeycrisp accounted for 5.2% apple category dollar share in the fourth quarter of 2006 nationally, which was a 2.2% increase over the 4th quarter of 2005. A few retailers have attributed the Honeycrisp with the recent success of the apple category as a whole. One retailer even revealed that Honeycrisp contributed as much as 15.0% to overall category sales, while a few retailers have attributed the Honeycrisp with the recent success of the apple category as a whole.



For example, a major Midwestern wholesaler sold more cases of Honeycrisp in 12 weeks at an average retail price of $2.49lb than their number two apple variety in the category which was stocked for 26 weeks. Sales of Honeycrisp increased the total apple category share over +1.0% for the 26-week period. Rainier’s customer indicated that Honeycrisp had a tremendous impact in achieving the overall sales & profit goals during the 4th quarter. The only other produce item that has that kind of impact during a short marketing window is Cherries. Most importantly, the consumer is also willing to pay a higher price for the outstanding taste and crunch of Honeycrisp.

Honeycrisps are very particular about where they like to grow. As a result, Rainier, the single largest producer of Honeycrisp, has planted orchards mostly at higher elevations. Cool air flowing off the Cascades helps to promote a denser cell structure leading to a crisper apple with a crunchier bite.

During harvest, Rainier has made significant investments to ensure the fruit arrives at the packinghouse in a state that will pack out well. The fruit is harvested into padded, smaller than average picking buckets to reduce potential bruising. Each stem is manually cut again after removal from the tree to eliminate puncture wounds. The bin bottoms are layered with padding and only partially filled to reduce damage during transit and storage. All of these steps are necessary due the delicate nature of this variety.

On the packing line, the fruit is run into a cell pack euro. The cell packs secure the fruit in place offering better protection than a standard tray. The 27-pound euro box is another measure to reduce potential bruising. These extra steps add production costs to an already sensitive and expensive variety. “We have also resisted retail requests for standard 40lb boxes. It’s just not the right thing for the fruit. The moment we disappoint the consumer is the moment Honeycrisp begins to slide in popularity, and we’d prefer to not take that risk,” says Wolter.



Additionally, the apple’s unique characteristics call for special storage practices, which have been fine tuned over the last five years in preparation for increased production. Rainier is confident their field, packing and storage practices will ensure a first rate eating experience for the consumer through the end of the selling season. “Our goal is to ensure the best eating experience for the consumer and a beautiful piece of fruit at retail,” says Wolter.


Contact:
Suzanne Wolter
Director of Marketing
Rainier Fruit Company
352 Harrison Road
Selah, WA  98942
USA
Phone: +1 509-697-6131 
Email

Publication date: 10/23/2007

respond to this article    print

Receive the daily newsletter in your email for free | Click here

 

<< back | www.freshplaza.com