Issue link: http://read.dmtmag.com/i/514197
18 JUNE 2015 GOOD FRUIT GROWER www.goodfruit.com C onsumers today are more passionate about apples than they've ever been before, which is good news for apple producers, and they're more satisfied with the apples they're buying. New varieties have energized the apple cate- gory, says Steve Lutz, vice president of marketing at Columbia Marketing International based in Wenatchee, Washington. "I can remember, not that long ago, when the feed- back we got from consumers was not particularly good because all we could ship them was Red Delicious," he said. "The feedback we regularly get now is terrific. People are saying, 'How can I find this apple?' and 'Tell me about it—I want to know more!'" Though there's no evidence that new varieties have increased apple consumption, they have helped increase the amount consumers are willing to pay for apples, Lutz said. They pay $2.99 or $3.99 a pound for Honeycrisp because it's a variety they want. "What we're getting is a trade-up, where consumers are moving up to more expensive varieties," he said. "That's a good thing." It's good for retailers, too, because retailers work on a percentage margin, typically doubling the price of the apples. So, they're making much more profit on an apple variety that costs $40 a box than on a $20-a-box variety. Lutz said the impact of new varieties at retail was demonstrated by a major U.S. retailer that decided to heavily promote the old variety Jonamac last fall with big New apples excite CONSUMERS New Varieties But there's not room in the grocery store for all the contenders. by Geraldine Warner TJ MULLINAX/GOOD FRUIT GROWER Lack of shelf space is a growing concern for retailers trying to accommodate an abundance of new and enticing varieties.