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News and insight for North America's fresh produce buyers
Carl Collen


Opal apples create a buzz

Marketing initiatives garner consumer press while driving apple sales for retailers

Opal apples create a buzz

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In the US, FirstFruits Marketing has revealed that Opal apples have featured in an array of consumer media since the seaso began late last month, and has now reached over 43m impressions.

The Opal brand is backed by a comprehensive marketing strategy and calculated initiatives, and this marketing and public relations strategy is a key element driving sales at retailers.

According to FirstFruits, media highlights so far this season have included noteworthy features on Today.com, Reader’s Digest, Delish, Taste of Home, FoodBeast, The Nibble, Extra Crispy, Hungry Forever, and more.

The apple's reputation as one of the best-tasting apples on the market and a fan-favourite due to its non-browning feature helped position Opal among the Top 20 apple varieties in the country during the 2016/17 season, and that momeuntum has continued, the group confirmed.

"We're delighted with all the media attention surrounding the Opal apple this season,” said Chuck Zeutenhorst, general manager of FirstFruits Marketing of Washington. "It’s great to see our marketing efforts for Opal coming together, and we will continue to find new and effective ways to increase awareness. We enjoy connecting with retailers and supporting stores on an individual basis and we’re off to a great start.”

The 2017/18 season marketing campaign aims to emphasise Opal’s points of differentiation including its natural resistance to oxidation, bright yellow exterior, crispy texture, and sweet yet tangy flavour.

FirstFruits represents Broetje Orchards, a leader in Washington organic apple production and an innovator in new varieties to the market, as well as Congdon Orchards.

The group offers the variety in both organic and conventional options beginning in late October and expects supplies to last through June 2018.

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