In this case, Cosmic Crisp’s mother is the Enterprise, which is where it gets its lustrous red skin from. “You have some ideas about what it is you're looking for in a new apple, so bearing those in mind you pick a couple of parent varieties,” says Evans. “Now that consumers have had the opportunity to try it, we will see if it’s a must-have or price-based purchase.The Cosmic Crisp is the progeny of a particularly illustrious set of parents. “The large media spend on the launch of Cosmic likely was good for the industry as it raised awareness and potentially drove apple sales,” he said. “We don’t view the Cosmic Crisp as having a negative impact on other proprietary varieties, but rather, it gives consumers yet another flavor profile to choose from.”Ĭonsumers have been willing to try Cosmic Crisp and repeat their purchases, said Don Roper, vice president of sales and marketing for Honeybear Marketing LLC, Elgin, Minn. “We are confident that by advanced planning with our partners, maintaining a desirable price and being able to provide product late into the season, both retailers and consumers will continue to welcome the Cosmic Crisp,” Sinks said.Įach proprietary variety has its own unique characteristics, which are highlighted in each of their marketing campaigns, he said. has seen a steady increase in demand for Cosmic Crisp as volume has grown, said Chuck Sinks, president of sales and marketing for the company. It’s still early to tell what effect it will have on other apple varieties, but we do anticipate some choices to go away as it emerges.”īecause there are many apple choices available to consumers and not enough shelf space for all, Shales said ones that have the flavor and quality attributes that win over consumers will be the ones to evolve with the category. “Cosmic is migrating from club to core variety and that is the mindset around merchandising that will continue to help raise consumer awareness of the apple. “We expect it to break into the top 10 apples this year and remain a constant once it does,” Shales said. “While Cosmic Crisp represents a small percentage of Pacificpro’s overall volumes shipped, it remains a highly desirable variety with numerous opportunities to expand the category,” Hartmann said.īrianna Shales, marketing director for Wenatchee, Wash.-based Stemilt Growers LLC, said consumer reception for Cosmic Crisp has been positive and will continue to grow as the volume expands to year-round availability. Marcus Hartmann, vice president of Pacificpro Sales LLC, Bellevue, Wash., said Pacificpro has not yet recognized a substantial increase in demand from its wholesale/distribution customers with regard to Cosmic Crisp, though it continues to be a promotable variety and has been well received. “This does mean that it’s taking the place of some other core items, but on a short year like this, that’s not exactly a bad thing.” “While it doesn’t seem like the volume is big enough to impact other proprietary varieties in a significant way yet, it is growing quickly enough that we’re seeing retailers allocating more shelf space for it and promoting Cosmic Crisp more frequently,” Foss said. “The trees have matured, the prices have had the chance to acclimate, and repeat buyers are now experiencing the best features of the fruit consistently - that it can store exceptionally well through the summer, and the flavor only seems to improve.”įoss said the variety is showing an increasing influence on the apple category. “In spite of factors like higher-end starting prices for a new apple and young trees, Cosmic Crisp has really begun to gain traction and find its place,” Foss said. Loren Foss, organic manager for CMI Orchards, Wenatchee, Wash., said Cosmic Crisp entered the apple scene almost half a decade ago with the backing of an incredible marketing campaign and associated consumer hype.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |