Jan 7, 2019
EverCrisp named H-E-B January Apple-of-the-Month

H-E-B, a leading Texas retailer that operates more than 350 stores under the H-E-B name and nine Central Market Banners, has designated EverCrisp as tits January apple-of-the-month.

The MAIA-1 apple variety, marketed as EverCrisp, combines the best features of its parent varieties, Honeycrisp and Fuji. This sweet, juicy and firm apple – now in its second season selling at grocery stores – has been an instant hit among apple lovers. It maintains its crunch and sweet flavor like no other, holding its taste and firmness for months.

Jim Allen, vice president of sales/marketing at New York Apple Sales, Inc. noted, “Enthusiasm and demand for the EverCrisp apple are high and we are thrilled to be able to bring this apple to the Texas region.”

New York Apple Sales (NYAS), based in Glenmont, New York is the supplier of the EverCrisp apples for sale at H-E-B. EverCrisp is the January H-E-B apple-of-the-month and in December the apple-of-the-month was Snap Dragon, another NYAS variety. Both apples were grown in upstate Western New York, on the shore of Lake Ontario where the rich glacier soils, sunshine and cool nights offer ideal growing conditions for EverCrisp.

The month-long H-E-B promotion will feature free standing EverCrisp displays and an integrated offering of bulk and pouch bags of EverCrisp. Additionally a 28-ounce pre-sliced  bowl of fresh EverCrisp will be offered in the freshcut fruit section of the stores.

To help encourage customers to become EverCrisp fans, 40 H-E-B stores will be offering in-store EverCrisp demos. To enhance the presentation of the new apple, the demos will also feature Tajín Seasoning, the number one produce seasoning in North America. Tajín will highlight the different flavors of the apples and the seasoning, paired together with their original Clasico seasoning or with their Chamoy seasoning.

“We love partnering with produce items on demos throughout North America and are especially excited to be doing these demos with the new variety EverCrisp. I sampled it for the first time at PMA’s Fresh Summit in Orlando and instantly fell in love with this unique apple,” says Javier Leyva, director of Tajín North America. “I know H-E-B customers will love the flavor of EverCrisp with Tajín and with our Chamoy product.”

Midwest Apple Improvement Association (MAIA) was formed in the mid-1990s with the goal of developing apple varieties to suit the climate and challenges faced by growers in the Midwest. Today, there are more than 450 members across the United States, Canada and internationally. To date, they’ve bred, grown, harvested and evaluated more than 50,000 seedlings. The MAIA-1 apple variety – marketed as EverCrisp® under strict quality control regulations – is the first variety to arrive on the market.

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