Jan 12, 2015

New York Apple Growers launch RubyFrost

New York Apple Growers (NYAG) has launched a second new apple variety called RubyFrost, which will be available at participating retailers in the Northeast and mid-Atlantic regions. RubyFrost is known for its beautiful rich color, definitive crisp texture and a delicate balance of sweet and tart flavors, according to NYAG.

Developed by Cornell University, RubyFrost, as well as SnapDragon, which launched this past November, is licensed for a managed release with NYAG. Both varieties have been a decade in the making, with the first trees planted in farmers’ orchards in 2011. The still-young trees have produced a limited crop this year, with plans for a much larger rollout with increased retail participation in 2016.

RubyFrost is being marketed as a seasonal wintertime apple that’s available for a limited time only. Marketing efforts include in-store demonstrations, point-of-sale materials with high graphic bins, online coupon, food blogger outreach, public relations and social media activities, according to NYAG.

“We tested this apple this past January in select New York stores, and the results were very positive,” said Jeff Crist, vice chairman of NYAG’s board of directors. “In-store surveys revealed that consumers really liked the sweet and tart flavor and crisp texture of this apple.”

A website was developed to provide consumers with nutritional information, recipes and pairing ideas. The site includes a “Meet the Growers” section, which profiles a grower of the month and provides the full list of growers in New York state.

“Families who enjoy eating apple slices will find that Rubyfrost not only tastes great, it does not brown quickly after slicing,” said Susan Brown, Cornell’s apple breeder. “It is great as a quick, healthy, enjoyable snack, great on a cheeseboard or fruit salad and also performs well in baking.”

Formed in 2010, NYAG is a grower-owned organization with the mission of introducing exclusive, premium apple varieties to the marketplace. NYAG is comprised of 145 grower members, representing about 60 percent of the state’s apple production.