Across North America, demand for T&G Global's ENVY™ branded apples continues to increase, with volume up 17.2 percent over the last four weeks to end May¹, versus the same time last year.
"This growth has been driven by the company's sophisticated approach to building premium brands that deliver great value," says Jen Lessner, T&G Global's Senior Manager Shopper Marketing & Insights. "Envy is an apple that continually delivers – for our consumers, customers and growers. We take an integrated approach from orchard right through to retail, ensuring the apples are grown, packed and transported in line with our stringent quality standards, and then once ranged in-store, envy branding is strong and distinctive, with sampling, merchandising and promotions connecting the brand every day of the year with more consumers," she said.
"From this, we and our retailers are seeing great results, including consumers returning to buy envy apples at a 33 percent repeat purchase rate, which is 84 percent higher in frequency² compared to the overall apple category. We will continue to build upon this, introducing new consumers to envy and growing the frequency of consumers' purchases."
Growth in e-commerce
In addition to retail, e-commerce is a key growth channel. "We are having great success with Walmart.com as well as Instacart," said Lessner. "We're focused on standing out in the online sales channel, and no matter the sales outlet, it is our goal to become the premium apple in North America that consumers prefer."
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Growing more to meet consumer demand
To meet increasing consumer demand, the crop size of envy apples grown in Washington state was up 20 percent this past season, from the year prior. "With strong domestic sales, there is still a small amount of U.S. grown fruit in the market, however it is expected to sell out soon, and we will then seamlessly transition to southern hemisphere grown fruit," says Lessner. The first fruit is on the water and will be available in stores across the U.S. and Canada soon. "Southern hemisphere grown fruit will get us through to the end of September, when the new season Washington envy crop will be ready," she added.
Organic volume to double
Washington's 2025 envy apple crop is expected to increase compared to 2024 volumes. The volume increase will be driven by an increase in organic acreage. "More and more growers are shifting to organic growing practices, due to increased consumer appetite and growth in this area of focus for key retailers across the U.S. and Canada. Based on recent studies we have seen an increase in shopper spend in the organic category," says Lessner.
New York expansion
Increased volume will also be attributable to an expansion into the state of New York. "This is a market with significant potential for our apples, and in line with our growth strategy, we are very excited to be able to expand the growing footprint of this premium apple brand to the East Coast," said Lessner.
ENVY™ branded apples will have a booth at the upcoming Organic Produce Summit in Monterey. Visit the team at booth #705.
¹Nielsen, Total US, Fresh Apple Category, Latest 4 W/E 5.19.25
²Numerator, Shopper Metrics Report, Total US, ENVY Apples, Latest 12 M/E 5.31.25
For more information:
Jen Lessner
T&G Global
[email protected]
www.tandg.global
