CMI Orchards empowers retailers to elevate produce aisleCMI Orchards empowers retailers to elevate produce aisle
The Washington State grower is turning the Honeycrisp shortfall into a strategic opportunity that retailers nationwide can leverage

At a Glance
- Promote trade-ups to other varieties such as Pink Lady and Kanzi.
- Sample, sample, sample.
- Educate on sustainability, especially with an eye toward younger consumers.
CMI Orchards ranks among the largest growers, shippers and packers of high-quality apples, pears, cherries, apricots and organic produce in Washington State, with exports reaching more than 60 countries around the globe.
The company is turning the Honeycrisp shortfall into a strategic opportunity for retailers to elevate premium apple varieties and strengthen the category.
“Retailers have been encouraged to pivot their strategies, focusing on driving trial of high-flavor branded apples that are readily available, rather than relying on discounting Honeycrisp,” said Danelle Huber, senior marketing manager of the Wenatchee, Washington-based company. “This approach not only protects margins but also aligns with consumers’ willingness to pay for quality, preserving the integrity of the entire apple category.”
Upgrade to other options
With that in mind, Kanzi, Pink Lady, Cosmic Crisp and EverCrisp are great options for retailers to push as ideal trade-ups for Honeycrisp. She describes Pink Lady as possessing a signature tangy-sweet balance and satisfying crunch; EverCrisp as bursting with juiciness and outperforming even Fuji in sweetness; Cosmic Crisp as combining an intensely tangy crunch with versatility; and Kanzi as extremely juicy and crunchy with a flavor punch.
“Each of these varieties offers promotable volumes this season and brings unique flavor profiles and textures that resonate with discerning apple lovers,” Huber said. “By spotlighting these premium options, retailers can meet demand, excite shoppers and capitalize on an opportunity to diversify the apple aisle while maintaining profitability and momentum.”
Consumer demands for apples have evolved dramatically in recent years, with shoppers expecting more than just the status quo. CMI Orchards believes today’s consumers prioritize flavor, seek out varieties suited to specific usage occasions and want clear guidance on how and when apples taste their best.
“We’re employing cutting-edge strategies designed to meet evolving consumer needs and enhance engagement,” Huber said. “By consistently developing best-in-class brands and programs, we enable retailers to create excitement and foster early loyalty.”
For instance, leveraging data-driven marketing to understand consumer preferences and trends ensures its retail partners stay ahead in a competitive market while enriching the consumer experience.
“Our collaborative digital marketing campaigns amplify visibility and drive sales, and the QR codes on packaging and signage offer educational content on harvesting, packing and grower stories while providing interactive recipes and social media posts,” Huber said.

From left, Organic Kanzi, Pink Lady, Cosmic Crisp and EverCrisp apples all make good substitutes for Honeycrisp apples when supplies are low.
Boost sales up to 2,000% with sampling
One of the most impactful ways CMI Orchards collaborates with retailers to enhance the produce aisle and drive sales of new apple varieties is by supporting in-store sampling.
“Studies have shown that in-store sampling can boost sales up 2,000%, with a single demo increasing an item’s sales by 475% and the entire product line’s sales by 177% on the day of the event,” Huber said. “Moreover, sampling events have a multiplicative, long-lasting impact on sales, making them an especially powerful tool for promoting smaller CPG brands with limited product selections. The support we offer our retailers in facilitating these events creates engaging experiences that not only boost sales but also drives trial while building shopper loyalty and excitement around premium apple varieties.”
By utilizing high-graphic, impactful POS materials and iconic branding, the company helps transform the produce aisle into an engaging destination that captivates shoppers.
“Tools like our Flavogram program and our ‘Like This? Love That!’ campaigns simplify the shopping experience, empowering consumers to discover new favorites with confidence,” Huber said. “Branded display bins with bright, attention-grabbing graphics showcase key attributes like sweetness, crunch and origin, while clear, appealing packaging ensures consumers can quickly identify premium or exclusive varieties such as Ambrosia Gold, KIKU or Kanzi.”
How younger consumers drive demand
Today’s consumers—particularly younger generations—are driving the demand for meaningful action in sustainability, especially as they continue to take up a larger portion of the shopper demographic.
“They increasingly prioritize products that align with their values around personal health and planetary stewardship,” Huber said. “CMI Orchards’ focus on innovative, regenerative practices not only supports a healthier future but also positions its premium produce as the choice for discerning shoppers seeking quality with a conscience.”
What’s more, this shift in consumer preferences is reflected in the growing demand for organic produce. While conventional apple sales have grown modestly at around 4% over the past 52 weeks, organic apple sales have surged by over 17% during the same period.
“Younger shoppers are driving this trend, prioritizing sustainable and organic options as part of their commitment to health and the environment,” Huber said. “By aligning with these values, retailers can capitalize on this momentum, strengthening connections with a new generation of discerning consumers.”
CMI Orchards’ long-term goals center on elevating the apple category by making high-flavor apples more accessible to consumers than ever before.
“We’re focused on proprietary varietals that stand out in a crowded market, fostering brand loyalty and positioning apples as the premium produce aisle item,” Huber said. “It’s through these efforts we aim to command higher price points—all while promoting apples as a versatile, everyday snack and driving apple consumption globally.”