Apple Tips

Build large eye-catching displays. The four building blocks of an effective apple department are:

1. Carry Multiple Varieties. The right mix of apple sizes and varieties is the key to maximizing apple sales. Identify your CMI apples, especially your new varieties.
2. Carry Multiple Packs. Offer a minimum of two sizes of your biggest sellers. Then add several of the new varieties to attract the non-traditional apple uses. Also include bags from 3 to 8 pounds.
3. Use Tie-in items, such as dips, caramel, candy apple kits, pie crusts, cheese, peanut butter, etc. Use recipe cards to show the consumer more uses for apples.
4. Use Ease-of-Use Items, such as peelers, corers, and sectioners.

Use color breaks and waterfall displays. The most effective way to use color is to group all of your apples together using the varieties themselves to make the color breaks. Large bulk displays of apples are beautiful and will create that farm-stand feeling. Building waterfall displays gives you more display space, attracts attention and encourages impulse purchases. Creating impactful displays is a key element to maximizing the apple category.

Use CMI Point of Purchase/Signage. With so many varieties on the market, signage needs to explain the different varieties, taste and usage. The more the consumers know, the more fruit they buy. So, supplement your merchandising efforts through attractive, informative point-of-purchase materials including signage, usage charts and recipes.

Promotional/Advertising Ideas:

Apples have traditionally been associated with fall promotions. National Apple Month is a three-month long promotional campaign covering September, October, and November during which apples should receive special attention.

Smaller apples make ideal Back to School promos.

Apples can be promoted during Halloween for apple-bobbing and caramel apples.

Apples can be promoted at Thanksgiving and Christmas for baking that luscious traditional apple pie.

Health-related promos are logical due to apples relationship with keeping the doctor away. Tie-ins with 5-A-Day the color way are easy as apples fall into several colors.

Did you know adding apples to your diet can help you lose weight? One apple before each main meal is an effective and healthy way to increase hydration, reduce appetite and increase fiber.

Demo varieties consumers are not as familiar with. Hold apple tastings at which different varieties of apples are sampled.

Care and Handling

NICE AND EASY
You probably wouldn't drop, throw, bump, bang, stand or sit on eggs. Apples need the same careful handling! Apples are easily bruised, especially the thin-skinned apples like Goldens, so be gentle. Whether they are in trays, bags or loose, proper handling reduces bruises and blemishes, and is the key to high apple profits and customer satisfaction.

Handling Rules:
No dumping
Apples are hurt by high temperature lighting directed on the apple display
Rotate, Rotate, Rotate
Do not mist apples

KEEP 'EM COLD
Refrigerate your apples immediately upon arrival to ensure crispness and flavor. Apples ripen 10 times faster at 70 degrees than at 32 degrees, and 5 times faster at 40 degrees. The ideal storage temperature is 32 to 34 degrees. . Ideally apples should always be refrigerated so sell them from the cold case if space permits. Large dry tables and waterfall displays can increase sales, but don't put out any more than you can rotate and sell fast. The rule is no more than three days without refrigeration.

KEEP 'EM MOVING
Rotation not only keeps your displays attractive, appealing and fresh, it reduces shrink. Remember, when non-refrigerated secondary displays are used, rotate this product into the refrigerated display. Every day pull off the old and put up the new. Save the best from yesterday to top off the new stock today. Be sure to check for defects. The more bruises, stem punctures and blemishes your apples have, the fewer you'll sell. Remove apples from the display if:

Dull or greasy-looking
Bruises or soft spots
Blemishes
Stem punchers

KNOW YOUR STUFF
Take pride in your ability to help a customer choose the right apple. The more customers understand flavor differences and recommended uses, the more they'll buy. Supplement your merchandising efforts through attractive, informative point-of-purchase materials including CMI signage, usage charts and recipes.

EYE APPEAL = BUY APPEAL
First impressions are everything! Keep displays neat, attractive and full of high-quality CMI apples. Apples are naturally bright and beautiful - utilize vibrant color breaks for maximum appeal. Remember, people buy with their eyes.

Be sure to check for defects. The more bruises, stem punctures and blemishes your apples have, the fewer you'll sell.

Avoid misting apples or using high-temperature lighting, and consistently sort, cull and rotate to keep displays fresh.

Apples are the key produce dollar and set the tone for your entire department. A minimum of effort on your part is guaranteed to maximize your sales and profits.