It’s mid-October which signifies the start of Envy’s™ North America apple harvest and growers are anticipating a bountiful crop. “We’re excited about both the quality and quantity for Envy™ this fall,” says Cecilia Flores Paez, T&G’s Head of Marketing for North America. “The quality looks excellent with fruit that features ideal color, texture, and the best-in-class flavor that retailers and shoppers have come to expect.” From a quantity perspective, Envy’s™ volumes are set to continue to grow year-on-year. With a 40 percent crop growth this year and more volume expected in the coming years, T&G feels well positioned to match supply with rising demand.
Envy’s™ popularity explained
Envy™ is the #1 premium branded apple in the category with double digit growth in dollar and volume sales. When asked what makes Envy™ so popular, Flores Paez mentioned that “all fruit goes through T&G’s quality management system, ensuring a consistent high quality and great eating experience for consumers time after time.” Envy™ is a large apple with beautiful red skin, a fantastic crisp crunch, and a perfectly balanced sweet flavor.
Envy™ is not only popular with consumers; growers are also actively interested in adding acreage to their farming portfolio. Yield per acre has been very good and the variety also generates a high percentage of premium product. “In addition to this, I believe the success of the program is based on the collective effort and dedication of a very committed group of growers, focused on producing an amazing product for consumers,” Flores Paez said. “We constantly review and assess how we are engaging with the right growers and currently, interest from growers outside the program exceeds the strategic volume growth we have in our plans.”
Phenomenal export demand
Outside New Zealand and the United States, which are the biggest growing regions for Envy™ apples, the variety has become a success globally. “We are seeing strong consumer demand in key Asian countries in particular,” Flores Paez shared. “Export demand for Envy™ apples has been phenomenal and we are experiencing tremendous growth in a wide range of markets and across both wholesale and retail sales channels.”
Growth without price erosion
T&G is happy with the brand’s volume growth without experiencing price erosion. Recent Nielsen scan data collected in August found Envy™ sustaining a strong premium price, countering a recent trend of wholesale price deflation among most branded apples. “Simply put, Envy™ is a deflation buster for the category with 17 percent value growth and 15 percent volume growth in the past year (through August 22, 2020),” commented Flores Paez. “I believe the value is holding up so well due to a loyal and rapidly expanding consumer base for this amazing apple.” Consumers who are buying Envy™ are evolving into devoted fans, coming back regularly to purchase more and are seeking the brand out by name at their local grocery stores. They appreciate the consistently good eating experience and year-round availability. “Third party research confirmed that consumers agree with Envy™ being the best apple on the market.”
Innovation is key
Innovation and continually looking ahead is pivotal to the ongoing success and momentum of Envy™, Flores Paez said. “Spectacular retail displays and super premium packaging help to continue to build the brand’s pull power. We are also focusing on expansion during this 2020 season by positioning Envy™ as the ideal apple for the holidays. In addition, excitement is being created with continuous promotional support and innovative brand activations, supported by our long-standing relationships with our sales agents Oppy, Rainier Fruit Company, and CMI Orchards.”
One of these activations involves iconic radio personality Ellen K, host of the top-rated KOST 103.5 morning show “The Ellen K Morning Show” and the nationally syndicated “Ellen K Weekend Show.” Ellen K discovered Envy™ apples at her local grocer and has been singing the apple’s praises ever since. “How can an Envy apple get things so right?” she asked on-air. “Thank you, nature. You’re awesome.”