CMI Orchards has released a new program, Flavogram®, to help consumers compare apples to apples.
Flavogram® is a tasting guide describing the flavor of each apple from first bite to the lasting impression on your taste buds. A color-coded system provides visual clues that help describe the flavor experience for each apple variety in an easy-to-navigate chart.
“While taste testing new and undiscovered varieties from around the globe as part of our ongoing research to bring new varieties to market, consumers confirmed our belief that the complexity of apple flavors extends much deeper than just how sweet or tart an apple tastes,” said Bob Mast, CMI president. In a conversation with Mike Wade, one of CMI’s owners and accomplished winemaker, he explained the wine industry’s approach to describing flavors. The CMI team was inspired to develop the way consumers look at the complexity of apple flavors.
Flavogram® is a tasting guide describing the flavor of each apple.(click on picture to enlarge)
“Most apple charts show a scale that reveals placement on a linear ranking of sweet to tart,” said Rochelle Bohm, CMI Orchards brand manager. “Typically, Fuji and Gala apples are at the sweet end of the chart and Granny Smith and Braeburn at the tart end, with the other varieties falling in between. Although this way of looking at apples has served our industry well, this is an oversimplified and outdated way. There is so much more to an apple eating experience than just how sweet or tart it tastes. Sometimes the magic happens in the in-between."
“Using the wine industry as a model, CMI designed a tool that better describes the flavor dimensions of each unique apple, bringing apple eating into the 21st century. Flavor descriptions are vital and help customers make selections that appeal to their taste preferences,” explained Bohm. “Because each apple delivers a unique eating experience, combining sugars, acids, lightness, density, aromas and flavors such as honey, Flavogram® helps consumers identify the unique flavor experience of each apple.”
Supporting materials for the Flavogram® program include variety-specific information cards.
The highly adaptable Flavogram® launched in various retail locations last month and is designed to enhance the shopping experience. Retailers can work with CMI Orchards to customize tools and materials that will work best for their store layout or online shopping platforms. Together, CMI Orchards and retailers inform shoppers, guide their purchasing decisions, drive trial and trade-ups, and ultimately expand sales opportunities. “This will reduce price-based decisions, help showcase the retailer’s vast selection of apples, and drive desire and curiosity for new and exciting apple flavors,” said Bohm.
Danelle Huber, CMI Orchards marketing specialist, elaborated on the benefits for retailers. “CMI's Flavogram® can convey the way an apple tastes where in-store demos aren’t available. Shoppers can see the color-coded Flavogram® band and compare new apples to lifelong favorites."
Rochelle Bohm
CMI Orchards
Tel: +1 (509) 663-1955
rochelleb@cmiorchards.com
www.cmiorchards.com
www.flavogram.com