“What if you could stop at a convenience store or vending machine and pick up a fresh, pre-washed apple loaded with great taste, and it was called ‘Flavor Freak™’?”
Bob Norris of Wolcott, has been an apple grower for 22 years, so he knows the industry inside and out. And for all of those years, he grew apple varieties and sold them just like other apple growers. Then, about two years ago, he had an epiphany. “What if we sold apples based on their flavor, not by variety?” was his thought. From this “aha” moment came an innovative business, six new jobs (for starters) in Wayne County, and exciting growth potential.
TreeCrisp2Go is the name of the company formed by Norris and his wife Cindy. Their apples sold by flavor not variety include (for starters) Flavor Freak™, Pucker Punch™, and Sweet Shock™. In a way, it seems like Norris is adapting the marketing strategies of snack food manufacturers and using them for apples. “First, no apple variety is great all-year round,” Norris says. “Second, people are hesitant to eat an apple from a grocery or convenience store without washing it first. And third, by focusing on flavor and specific taste appeal we are marketing apples as great snacks. People know apples are good for them and a healthy choice, and TreeCrisp2Go builds on that knowledge by creating an appealing product that adds fun and flavor to the mix.”
His goal, through packaging, promotion, merchandising and events is to help consumers look at and buy one of his TreeCrisp2Go apples the same way they would a bag of chips or an ice cream sandwich. Norris’ apples are all triple-washed, fresh, and individually bagged and sealed. But the beauty of Norris’ concept is that he is not locked in to any specific varieties. “Whatever is the best, freshest fit for each profile is what we will provide,” he notes. “Now a consumer doesn’t have to know 10 apple varieties, simply whether he or she enjoys a more tart or sweeter apple, for example.” Many convenience stores offer a basket of apples and bananas for sale, but sales are generally not brisk as this fruit is often more of a half-hearted way to offer healthy alternatives, not a well-thought-out marketing innovation.
So where can you get your Flavor Freak™ on? Norris’ initial concept was convenience stores, and he is already in a number of these chains. He is also targeting colleges and vending operations, so you can grab a Sweet Shock™ or other selection on the Syracuse University Campus. He is also exploring options with food brokers and distributors and in the growing area of micro markets. Micro markets are small retail areas – often at colleges, companies, or hospitals (for example) – where a greater variety of product categories and sizes can be offered to consumers, compared to a vending machine or vending area. TreeCrisp2Go apples must be refrigerated, and this requirement is easily met in vending and micro market locations.
Currently Norris, his wife, and six employees work out of the Wolcott area and TreeCrisp2Go apples are prepared and packed on a production line at Empire Fruit Growers, where Norris leases space from this apple-packing co-op where he’s a member.
In January, TreeCrisp2Go is planning to create and sponsor an event to officially kick off the brands. Called “Bite Into Life Week,” Norris plans to partner with other local organizations to create excitement and participation in the initiative.
Beyond TreeCrisp2Go, the Norris family wants to continue to give back to their home area and help other people with fresh ideas. “We want to help fund future startups in Wayne County to help assure more success and grow jobs for this region,” says Cindy Norris. “One of our objectives is to serve as an incubator and resource for great ideas and help individuals turn their concepts into reality.”
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Rethinking Apple Retailing with “TreeCrisp2Go”
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