The 2019 Produce Marketing Fresh Summit will be the launching pad for a new and exciting consumer brand of fresh apples. New York Apple Sales, INC, (NYAS) of Glenmont, New York will blast off the new apple season with Yes! Apples™.
Yes! Apples™ branding on consumer packaging, will start to hit store shelves in late fall, as NYAS will gradually roll out the new look. Ever popular varieties such as Honeycrisp, Gala, Fuji, McIntosh, Pink Lady, and Red Delicious will be wrapped in new packaging, proclaiming Yes! Apples. ™
The new brand is the result of extensive consumer research, market analysis, customer focus groups and survey panels to help identify the best messaging to influence customer decisions. The answer was clear, YES! Apples™.
“We wanted to adapt a fresh look, with a contemporary design that fits well into the buying habits and preferences of today’s consumers” commented Tenley Allen Fitzgerald, NYAS Director of Brand Marketing. “As a millennial and brand specialist, I respond favorably to product messaging that addresses my interests and often includes a reason to purchase. Our message is simple, say YES! Apples™ Family Owned in New York Since 1919. We continue this message, with YES! to Family Farms, YES! to Fresh, YES! to Locally Grown and YES! to Juicy. All these statements answer the top questions that consumers want to know and especially when deciding on what fresh fruit to purchase, YES! Apples™ can be the choice”
In our messaging, we call out that our family has been involved in the apple business since 1919, and Women Owned since 1999, establishing decades of history and roots here in New York State. We also emphasize fresh, local and juicy.
New York Apple Sales, INC. for years has used its business name or a generic state brand as a label on bags and cartons. After diving into consumer preferences and purchasing trends, we found that using a trade name did not target the consumer and did not appear to the customer. Customers were more apt to favorably react to a brand than a company’s identification. New York Apple Sales will be the exclusive distributor of Yes! Apples.
The new brand was introduced to over 100 apple growers at the annual NYAS meeting earlier this summer and received with enthusiasm and excitement. Growers were excited to see that their efforts to grow the best apples possible, to take on a new brand that will build equity in the marketplace for the future.
Visit Yes! Apples at the New York Apples Sales booth #3061 and at the New Products Showcase.