Think back to your first encounter with an apple.
The mere mention of the fruit conjures up distant memories of childhood. Maybe you envision snack time on the playground at your daycare. Or, maybe you see a vibrant flash card in front of you as your kindergarten teacher walks your class through the alphabet for the very first time.
It’s a phenomenon sure to spark some form of recollection, and the category’s unrivaled flavor has equal power. As New York Apple Association’s (NYAA) Cynthia Haskins will devotedly tell you, there is something so comforting about biting into a classic New York apple.
“New York is big on flavor!” the President and Chief Executive Officer tells me as we explore the organization’s carefully mapped-out plan for category growth. “Enjoying a classic, New York-grown apple during the fall season brings a sense of nostalgia and reminds consumers of special moments in life.”
I can already visualize myself standing in the kitchen of my grandparents’ home on a warm October morning, slyly munching on the caramel apples my grandpa placed on the counter just minutes prior.
Such a strong and sentimental connection can only be generated by decades of consistency, quality, and flavor.
NYAA is a key player in helping the category maintain its “staple” status, all the while elevating New York growers for their spectacular apple-producing abilities. Wielding the flavor of many beloved varieties, NYAA is setting out to introduce reimagined apple pairings, bringing the familiarity of the classics together with something unexpected. In the words of Cynthia, it’s about uncovering “bold and unconventional pairings for an unforgettable noshing experience.”
Complementing a classic apple variety with something unexpected paves the way for consumers who want to enjoy their favorite apple varieties while experimenting with new flavors.
“New York apple growers are continuously reinventing their operations in search of what’s next in providing tasty and healthy apples,” Cynthia imparts. “Newer varieties include SnapDragon®, RubyFrost®, and New York-grown SweeTango®, EverCrisp®, and WildTwist®. Each of these has a distinct flavor profile and texture that consumers have come to love. Shoppers will always reach for their favorite classic apples and are often in search of an additional favorite. The flavor is what brings them back to the store to purchase again.”
“Enjoying a classic, New York-grown apple during the fall season brings a sense of nostalgia and reminds consumers of special moments in life.”
Cynthia Haskins, President and Chief Executive Officer, New York Apple Association
With flavor serving as the primary driver for category success, NYAA is optimizing multiple creative strategies to further build consumer awareness. Brandishing the power of social media, the association is setting out to inform shoppers about different apple varieties, their flavor profiles, and when they are being harvested.
Short videos and images have hit social media platforms to tell the story of the apple’s journey, and NYAA has also harnessed them as an opportunity to widely distribute the stories of New York apple growers.
“From the way apples are planted to how they are grown and harvested, we want to pass along stories that demonstrate the dedication and passion our growers have for driving sustainability and growing some of the best-tasting apples in the world,” Cynthia explains. “New York apple growers are multigenerational. They are driven to meet the demand for flavor and do so by working hand-in-hand with Mother Nature. Consumers want to know where their food comes from, and we want to share that story with them, starting with the growers who make it all happen.”
Other elements of this complex marketing strategy include content for NYAA’s retail partners’ websites, newsletters, blogs, and in-store signage. The comprehensive blueprint is further supported by eye-catching packaging that stands out in the produce department and convenient, high-graphic poly totes, poly bags, and pouches designed to encourage grab-and-go purchases.
NYAA is also generating momentum for New York-grown apples through the kickoff of its Apple Ambassador program. This ingenious program invites dietitians to post about the health benefits of New York State apples, further amplifying awareness for the delicious fruit and the region it hails from.
It is efforts like these that have ceaselessly transformed the apple category from simply a destination in the produce department to a well of opportunity and consumer loyalty.
So the next time you hold a New York-grown apple in your hands, know you are holding a memory, a legacy, and above all, a labor of love. 
