Shoppers can use their phones to scan the apple icon on the back of the Ambrosia Gold bag to find out more about the variety and CMI. (Photo by Ashley Nickle)
ORLANDO, Fla. — CMI Orchards launched its new Ambrosia Gold package and branding at the Produce Marketing Association’s Fresh Summit Oct. 19-20.
George Harter, vice president of marketing for Wenatchee, Wash.-based CMI, explained the changes are meant to reflect the quality of the apples.
The new branding includes a tagline that touts the CMI product as “the gold standard of Ambrosia apples.”
“We really feel like because we’ve been growing it for so long that we’ve differentiated ourselves,” Harter said.
Retailers that sign up to carry the apple receive a collector’s coin — and another each year they continue to buy the apple — followed by a real gold coin after five years.
CMI also debuted at the show its American Dream box for promotions around Veteran’s Day, Fourth of July and Memorial Day. The promotions give retailers the opportunity to contribute to various organizations supporting military families, Harter said.
The company also spoke with booth visitors about its Apple Flavors of the World promotion and its “ultrapremium” line of co-branded organic, high-flavor apples.