According to Steve Lutz, Senior Strategist for CMI Orchards, April and May are two of the strongest sales months of the entire season for U.S. grown Jazz apples. “The scan data documents that the eight-week period from early April to late May are among the strongest of the entire domestic season,” says Lutz. With supplies of many branded apples dwindling, this is the time when savvy merchandisers energize their apple category with Jazz.”
Part of these increased sales could be due to the fact that Jazz has fewer competitors to deal with on supermarket shelves during this period.
Lutz says Nielsen scan data from the last two years shows that retail distribution of Jazz began to decline at the exact time sales jumped.
“In spring months, retailers begin to consolidate their apple offering,” he says. “Unfortunately, some retailers unknowingly back off on Jazz at a time when sales actually accelerate. Over the past two seasons, U.S. Jazz peaked in late April and May, both in terms of total sales as well as ACV sales per point of distribution.“
“In short, stores that got behind Jazz in April and May scored big, while those that backed off or discontinued Jazz probably had no idea they missed a significant sales opportunity" Lutz claims.
Robb Myers, Director of Domestic Sales for CMI says Jazz supplies for spring promotions are very strong. “At CMI, our Jazz inventories are in great shape for spring promotions. Retailers can plan on hitting records for the period.”
“If the scan data teaches us anything about the successful retailing of branded apples, it’s the importance of hitting these top seasonal opportunity windows,” said Lutz.
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