Envy™ apples further secured their position as the leading sweet, premium apple, during the 2019-2020 Washington season — evident by double-digit growth in sales, volume and velocity and strengthened retail partnerships — creating momentum for the New Zealand Envy™ crop available now.
“The phenomenal growth Envy achieved this past season has catapulted the brand to stardom, consolidating our strong position in the category and building foundations from which to continue to grow,” said Cecilia Flores Paez, Head of Marketing for T&G Global in North America. “Shoppers confirmed what we knew all along, Envy delivers the ultimate apple experience. The brand is driving high levels of preference and loyalty. One bite is all it takes.”
As Washington Envy™ volumes increased 20% – so did its retailer support, with increased distribution, stronger shelf space and more robust – and consistent – promotional activity.
“Envy has proven to be one of those apples you can rely on. That sweet crunchiness makes it perfect,” said Anthony Chanka, category manager for Giant Food (AHOLD). “Once you put that apple in front of the customer, they’re very receptive, whether it’s for snacking, baking…we supported it tactically, but Envy can stand alone and do a lot of good.”
Chris Park, director of procurement at Lotte Plaza Market, an East Coast Asian-focused retailer, agreed.
“Envy is truly the best apple I’ve tried, and, more importantly, my shoppers have tried,” he said. “Envy is a destination in the apple set, and I have someone – daily – telling me how they can’t get enough, due to its unique sweetness and juiciness.”
Envy™ focused on consistent, dynamic and customized promotions with retailers – spanning all formats and regions – ranging from strategic merchandising programs to digital marketing and media to charitable partnerships to aggressive circular support.
Another high-quality Envy season begins in late October – featuring increased volumes, large bulk sizing (and increased pack options), high brix and pressures and clean fruit. Volume is expected to reach more than five-million cases by 2025, Flores Paez said. “We’re confident Envy™ quality will be maintained through its growth, by carefully chosen growers who follow T&G’s stringent standards and are technically supported, pack houses featuring state-of-the-art sorting equipment and fruit that is shipped to higher standards than the industry.”
Key Envy™ partners, including Lubbock, Texas-based United Supermarkets, also look ahead to a bright future for the apple, within the category and among shoppers.
“It’s moving up the charts as a better selling apple, as most people give them a try,” said Joseph Bunting, United Supermarkets’ produce business director, noting Envy™ has the right sweet and crunchy blend for his guests. “We think it will keep moving up the rankings as one of the best-selling apples, as some fade, near the top three or four.”
Envy is marketed by CMI Orchards, Rainier Fruit Co. and Oppy. Collectively, the marketers celebrate the performance of Envy™ — which outshone Honeycrisp, Cosmic Crisp, Gala and Fuji in independent sensory testing — crediting retailer partners willing to showcase the apple; despite the intensely crowded category. Validated by Nielsen scan data showing Envy in the No. 1 position for nationwide branded apple sales for the 52 weeks ending June 27, the trio anticipates high demand for the new crop which begins shipping late October.
Stay tuned for further details regarding Envy™ and the 2020/2021 Washington season; for immediate information regarding Envy™ availability and promotional/merchandising support, contact Oppy, Rainer Fruit Co. and/or CMI Orchards.
*IRI, last 52wks, ending 6.14.20 ** Forward Insight & Strategy shopper research, April 2019
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About T&G Global: NZ-based T&G Global works with passionate growers around the world to produce, sell and deliver the highest-quality fruit. We love our food, so we’re constantly exploring ways to make it more sustainable, fresh and delicious, to help people lead healthier lifestyles. T&G is a leader in the premium apple segment with its Envy™ and JAZZ™ branded varieties.
About Envy™: Envy™ is a trademarked brand that refers to the Scilate apple variety. It was developed in New Zealand, by Plant and Food Research, and was patented in 2009 – the same year T&G, which owns the Envy™ trademark, began distributing in the U.S. via its marketing partner Oppy. Envy™ is now grown, under license by T&G, in New Zealand, the U.S., Chile, Asia, the UK, France and Australia. Envy™ is marketed in the U.S. by Oppy, CMI Orchards and Rainier Fruit Co.