Sep 13, 2023

SweeTango apple variety promoted by coop

Next Big Thing, a growers’ cooperative, is promoting the SweeTango apple variety.

Based in Emmas, Pennsylvania, the Next Big Thing’s 50 family growers are spread over five time zones from Nova Scotia to Washington state. The co-op licenses, grows and markets premium and managed varieties of apples, beginning with SweeTango.

With this year’s U.S. apple crop projected to be even larger than last year’s crop, the coop asks how can retailers can cut through the noise to maximize their apple sales.

“Kick-off your apple season with proven, perennial winners like SweeTango,” Next Big Thing said in a news release. “Its great eating experience, huge fan base and coordinated marketing support make it a sure bet for retailers, the apple’s growers say,” the coop said in the release.

SweeTangos began shipping from across the country after Labor Day.

While apple growers typically don’t show favor, SweeTango growers repeatedly rate this apple their preferred eating experience, according to the release.

“The best-flavored apple is back! SweeTangos are sweet, with a touch of citrus, honey and spice – and that crunch,” Kaari Stannard of New York’s Yes! Apples said in the release.

Stannard is Next Big Thing’s board chair. The coop’s more than 50 U.S. and Canadian members grow, pack and sell SweeTango. In the release, Stannard stressed the apple’s versatility, noting how she loves eating them fresh in hand or sliced with almond butter.

SweeTango’s flavor generates sales when it’s in the market, data show. The apple will be in the market longer this year as supplies ramp up, growers say, according to the release

“SweeTango’s phenomenal flavor helps make it a standout in Nielsen retail scan data every year,” Brianna Shales of Washington’s Stemilt Growers said in the release. “Retailers can make an impact on their apple category by featuring SweeTango during their high-velocity selling season.”

The U.S. apple market is crazy, crowded and confusing right now. In such a busy environment, SweeTango stands out,” Scott Swindeman with Michigan’s Applewood Fresh said in the release. “SweeTango hits all the retail sweet spots: It’s got great flavor, crucial season kick-off timing, a hungry fan base and coordinated push-pull marketing,” he said in the release.

SweeTango growers across all regions report fruit flavor and quality is outstanding. Nationally, supplies will be up this year as significant new plantings are now bearing fruit, according to the release. Swindeman reports growers are seeing a good mix of fruit sizes on the trees in both conventional and organic.

To alert long-time fans that SweeTangos are back in market, while also creating awareness among potential new fans, the brand is buying “push” digital video advertisements geotargeted to SweeTango retailers’ markets. A store locator on the brand’s website, SweeTango.com, helps consumers find SweeTango retailers near them. SweeTango enjoys a strong social media presence across platforms, which the brand will help to activate its loyal fanbase to share SweeTango retail sightings.

“We have a large, loyal and loud consumer fan base that watches for this apple to return to stores every fall,” Austin Fowler with New York’s Fowler Farms said in the release. “SweeTango retailers understand that, and partner with their sales desk to work it.”