- by Keith Loria | August 12, 2020
Hess Brothers Fruit Co., which regularly markets 2 million plus bushel of apples from Pennsylvania, New York, and Virginia, has had a very similar experience to many in the produce industry as a result of the pandemic.
“The initial ‘run’ on seemingly everything available at the grocery stores caused some busy weeks, while simultaneously trying to discover and establish a safe work environment for our staff,” said Chris Sandwick, director of marketing for the Lancaster, PA-based company. “Over the past months, the business has settled down into something resembling a normal velocity of movement.”
The company has set-up social distancing measures in its production facilities and allowed anyone who is able to work from home to do so.
“Our business is certainly affected by this experience, but we are thankful that we’ve been able to operate uninterrupted and maintain a full roster of personnel,” Sandwick said. “Moving forward, our focus is on employee safety and ensuring we work with our retail partners to understand how best to adapt to the changing in-store experience. As more groceries are purchased online, it is essential that we adapt our merchandising expertise to a digital experience.”
With the 2020 harvest nearly upon us, those around Hess Brothers are excited for the upcoming season.
“During times of uncertainty elsewhere, it is comforting to lean on the steadiness of working hard at something you enjoy and understand,” Sandwick said. “We know apples.”
The 2019 crop brought the commercial introduction of the company’s proprietary variety called WildTwist, a late-harvest apple, with the marketing season running from January to July.
“The season was an unqualified success and we are excited to build on that in the 2020 harvest,” Sandwick said. “Consumers responded to the near perfect combination of the apple’s parents; Honeycrisp and Cripp’s Pink. This year’s crop will come exclusively from our exceptional growers in New York and Pennsylvania, but in the coming years, there will be fruit from both the East and West through our partnership with Rainier Fruit in Selah, Washington.”
In order for the apple category to grow, those at Hess Brothers Fruit Co. are advocating for Better Apples, a trademarked approach to the category that recognizes there are varieties that deliver a superior eating experience.
“Why not highlight those apples? Why not try to shift consumers to a purchase that will leave them increasingly satisfied and looking for more?” Sandwick said. “Better Apples gives our retail partners a concept that will focus consumers around those apples that we know to be the class of the category. “
Better Apples is also a process by which Hess Brothers Fruit Company works with its retail partners to determine what the right apple category looks like…for them.
“There is not one perfect set of choices, as geographical differences, personal preference, and availability will all influence what works for a particular store,” Sandwick said. “Better Apples allows for a transition away from legacy varieties, while shining a light on the significant difference in eating quality currently being offered. Rather than waiting to see where the apple category may end up, Hess Brothers Fruit Company wants to work with retailers to take the category where it needs to go.”
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Hess Bros. Fruit Co. champions better apples - TheProduceNews.com
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