In 2012, Crunch Time Apple Growers (formerly New York Apple Growers) established a partnership with Cornell University to license two new apple varieties that were developed and grown exclusively in New York State.
To begin a brand development, we started with consumer category research to identify market competition, taste profiles and potential audience. Using this research data, we brainstormed name and positioning strategies for each apple variety.
The Result: RubyFrost and SnapDragon were introduced to the marketplace in 2014-2015 to a very positive response from consumers and retailers including Walmart, Kroger, Ahold, Delhaize, Price Chopper, Tops Supermarkets, Wegmans and more with growing consumer awareness and premium retail pricing adding to total apple category equity and grower returns.
