Adding to the excitement of this year’s record-setting PMA Fresh Summit in Orlando, Oneonta Starr Ranch Growers received rave reviews as it introduced the new JUICI™ apple variety to thousands of eager samplers.
In fact, even other apple growers declared the JUICI™ to be the darling of the event, calling it “the best apple of the show.” And one retailer was overheard to say, “Wow! This is a winner!” In limited volume this first year of commercial distribution, the newly released JUICI™ is a delightfully sweet-tart cross between the Honeycrisp and Braeburn, combining the best eating and storing qualities of both varieties. According to Bruce Turner, OSRG international marketing representative, the JUICI™ offers a “wonderful balance of sweet and tart with amazing crunch, and it is so juicy!”
Turner said the thinner-skinned apple with a texture similar to Honeycrisp was more than 10 years in development by growers who work the rich volcanic soils of Washington, but the wait has been worth it.
“Because of its Honeycrisp parentage, the apple respirates slowly and has incredible shelf life,” Marboe said. “It comes off the tree in excess of 18-20 psi, making it a very dense apple that holds its crunch at room temperature. Everyone loves its remarkable flavor, and consumers will also be very pleased with how well it holds up in their fruit bowls at home.”
“It radiates a vibrant, red with a hint of orange over a yellow background,” Turner said of the JUICI™ coloration. He added that while distribution is limited this inaugural season, the proprietary variety will be distributed exclusively by OSRG throughout North America and worldwide as production increases.
“This is our first commercial season, with a limited release in early November,” Turner explained. “We are planting trees heavily over the next few years, and the JUICI™ will be the fastest ramp-up of a proprietary variety in Washington apple history.”
And while the current season’s crop is presold to a targeted distribution group to test the sweet-tart flavor in every demographic in the nation, Turner said, “Next year we will triple in volume, and by 2018 and 2019 we should have enough for a more general distribution.”
Turner continued, “OSRG is supporting our retail partners this season with instant coupons, huge demo programs, posters, point-of-sale cards, freestanding display bins and ads. Every carton will contain a 2x4-inch logo card that says ‘TRY ME!’ which is perfect for stores with limited room for POS materials. And the apple itself is the perfect size for retail, peaking on size 72 and 80.”
“The apple category is expanding and exciting again,” Marboe said. “There are several very good proprietary varieties out there, but we think this one tops them all. The real test is to get them into mouths of apple consumers and let them decide for themselves, and that’s why our limited release is heavily supported with demos, ads, instant coupons and other tools to attract shoppers.”
The JUICI™ is packed in 27-pound euros with its distinctive trademarked artwork and logo, Turner added.
Contact:
Scott Marboe
Director of Marketing
Oneonta Starr Ranch Growers
Tel: 509-663-2191