Last year's organic apple momentum continues for 2024 crop

Though the total 2024 Washington apple crop is forecast to be about 10% lighter than the record volume produced in 2023, the organic apple harvest is expected to be very similar to the previous year.

The Washington State Tree Fruit Association (WSTFA) recently released its 2024 estimate, pegging the total crop at 124 million standard cartons, with 16% representing organic production.

Last season’s crops, which were harvested in late summer/early fall and marketed the following 12 months, topped 136 million cartons. In releasing this year’s estimate, association officials revealed a forecasted trend of organic apples commanding a greater percentage of the market. The forecasters also singled out the increased production of Cosmic Crisp, a newer variety that eats well and is a great producer for growers. 

Noteworthy varietals

The WSTFA forecast includes growth in the five most popular varietals. Gala, is in first place, accounting for 19% of production. This is followed in descending order by Granny Smith at 14.5%; Red Delicious at 13%; Honeycrisp at 12% and Fuji at 10.5% of production. Cosmic Crisp is anticipated to be 9% of this year's crop, up from 6% of total production in 2023. 

Five years ago, organic production in Washington represented only 11% of total volume. The 16% forecast for this year's crop suggest that Washington growers remain bullish on the category. Washington state generates more than 90% of the nation's organic apple production. 

Several Washington grower-shipper-packers with robust organic production commented on this year’s organic crop for OPN Connect. 

Multi-variety promotions for organic apples

Stemilt Growers’ Marketing Director Briana Shales said the marketing of the 2024 organic apple crop is best analyzed by looking at the past two years for clues. “The 2022 and 2023 organic crops were drastically different and moving from a small (2022) to a large (2023) crop was a big change at retail,” she said. “We saw a return of organic apple promotions in 2023 and attractive consumer prices and that has created momentum for organic apples that will bode well for the 2024 crop.”

She noted the size of this year’s organic crop will require that organics remain an important part of the retail community’s apple promotion plans. “We’re encouraging monthly multi-variety promotions to grow volume and dollar sales performance,” Shales said. 

She added most of the top apple varieties will see a slight increase in organic volume with the exception of organic Honeycrisp, which had a very big crop in 2023, but will decrease a bit in 2024. Shales also singled out Cosmic Crisp as an up-and-coming variety that is worthy of attention. “There is a big increase in organic Cosmic Crisp… and a good opportunity for a year-round program with it,” she said. 

Shales urged retailers to, “get behind organic Cosmic Crisp with promotions this year and continue to emphasize organics in your promotions. Promote regularly and across multiple varieties to bring the most impact to your category."

Organic apples a "bright spot" for industry

Mike Preacher, the vice president of marketing for Domex Superfresh Growers in Yakima, Washington, said the size of this year’s organic apple crop should allow for a balanced supply-and-demand situation. “Organic sales continue to be a bright spot, illustrating the resiliency of organic consumers and the eagerness of retailers to promote them,” he said. 

Preacher noted that for the 52 weeks ending July 15, organic apple sales were up 3% in dollars and 11% percent in volume, a healthy 16% of total apple sales. Loose apples averaged $3.07 per pound and packaged apples, $2.24. 

“(These figures are) 62% and 46% respectively more than the conventional counterparts. These are important dollars to the produce department,” he said.

Preacher continued the praise for Cosmic Crisp, which appears to be the battle cry for the Washington State apple industry this year. He also added some encouraging organic data about Autumn Glory. “We are particularly excited about organic Cosmic Crisp apple and our proprietary organic Autumn Glory apple,” he said. “Nielsen data indicates that organic Autumn Glory sales were up 170% in 2023-24 thanks to great traction with retailers. Our organic Cosmic Crisp apple volume will be up significantly thanks to newer plantings reaching production. This is good news for retailers, who enjoyed great momentum last season with a 37% increase in sales at a $3.12 retail average. This organic apple is really catching fire with consumers.”

Retail promotions key to growing basket sizes

Promotion is touted as the key to increasing organic apple sales, bringing well-heeled shoppers into the store. “We advise retailers to promote organic apples every week, leveraging digital coupons, prominent display signage, and produce department employee engagement,” Preacher said. “Organic apples are on the shopping lists of the most lucrative consumers in terms of basket size, so retailers are well served catering to them and promoting organic apples frequently.”

Kaci Komstadius, vice president of marketing for Sage Fruit in Yakima, Washington, also weighed in on organic apple prospects for the 2024/25 marketing year. 

“Overall, organic demand remains high and should continue to do so, which in turn, results in steady movement of the crop,” she said. “Roughly 52% of organic consumers are Millennials, and they account for 23% of the U.S. population. The majority of Millennials who are purchasing organic items are also parents. In addition, Gen Z accounts for almost 21% of the population, and we expect that they will continue a path of organic purchasing.”

She agreed that the organic volume this year will be very similar to last season. “While some varieties may see a slight decrease (Fuji), others will see a significant increase (Cosmic Crisp),” she said. “Fujis tend to have alternate bearing years, which we know and work with. And organic Cosmic Crisp are really coming into full production now.”

She noted that Sage Fruit has a solid slate of organic apples to offer consumers.

Komstadius laid out a detailed marketing plan to help retailers plan for this season’s crop. She said regular promotions throughout the year can help maintain consumer interest and drive sales. “New crop (August-October) provides excellent promotional timing right off the trees; November to December is the peak holiday season,” she said. “January to May is an excellent period for organic apple promotions; focus on spring holidays such as Earth Day and Mother’s Day.”

Komstadius added that focusing on specific varieties also offers opportunities with Honeycrisp—a consumer favorite—and Gala and Fuji often offering more price-friendly options. Granny Smith, Pink Lady, and Cosmic Crisp also have consistent supply and are popular among consumers, she said.

Additionally, SugarBee is a newer, high-flavor variety that is expected to have increased availability this year over last season. 

Komstadius also urged retailers to use multi-variety ads to showcase the range of organic apples available, offer bagged apples as a value option and utilize well placed, eye-catching displays to attract attention.