Apples and Marketing


There are many ways to create a business out of an apple, but marketing it requires the human mind to be reminded of the fruit that it actually is. Technically, for the conditioned brain, it is a brand that the late genius Steve Jobs left us to adore. Humans tend to be easily be confused by marketed ideas, product design and performance, but also: flavor, smell and delight are great reminders of what a real product is.

The apple industry in the United States has grown significantly in the last three years. Recent crops were valued at almost $3.1 million, according to the Agricultural Marketing Resource Center. Growth in popularity has prompted companies in Washington, producers of 70 percent of the fruit, to develop expansion plans to prepare for a production boost. This only means that people all over the states are not only thinking about Apple products, for Internet and business consumption, but also buying into the famous saying of one apple a day, keeps the doctor away.

The benefits of the apple business are evident to those involved in the production process. Growers are buying more trees and preparing their lands to increase harvest volumes, at the end of the season. Likewise, packing companies are shopping for more space and machines, to be able to process more fruit bags, to place them ready for sale in the distributor’s hands.

The Washington Fruit and Produce Company, located in the city of Yakima, is expanding to River Road. They intend to buy more packer machines and upgrade to faster equipment that is nicer to apples, which will enable them to pack double the amount of boxes that their current logistics allow. By the end of the next season, they will be able to pack 10 million boxes with apples to go into the market.

Apples are one of the most popular fruits in the country, and the fact that human intake is increasing is a very good sign for future sales growth. People need nutrients to be healthy and productive. Apples are rich in fiber, vitamins C and A, calcium, iron, potassium and magnesium.

Many marketing companies have been reinventing the way apples are sold to motivate the buyer. The fruit can be eaten by itself, but some prefer to eat them in combination with different types of protein foods added on top, to create a healthy low-calorie snack for the whole family. Eating red apples with peanut butter, almond butter or melted chocolate on top is very attractive to children and helps them ingest the nutrients they need. Also, green apples with jelly are popular for a sugar boost. For more adult recipes, a sauerkraut salad or almond salad with apples, makes the perfect side for a nourishing meal.

Apple presentations are available now in many convenient forms. Snack size bags are sold with dried sliced or regular sliced apples by themselves, or packaged with baby carrots or nuts and seeds. There are many homemade options to make or ready-to-go selections at the grocery store.

Perhaps Apple’s success as the leading brand in music and device technology has something to do with the increased consumption of apples in the last three years. It is hard to say, but there is no doubt that marketing wise they are the Apple geniuses.  Those selling the fruit hope the marketing success translates to their sales as well.

By Margot Carvallo

Good Fruit Grower
SF Gate
Agricultural Marketing Resource Center

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