NY Apple Group Branches Out with New Campaign
The New York Apple Association’s newest campaign hopes to inspire consumers to throw some apples into their salads this fall.
In New York State, the apple harvest has commenced, with varieties like McIntosh and Empire already straining the tree limbs.
So, as consumers head out to either pick or purchase their favorites this fall, the New York Apple Association (NYAA)—which promotes the fruit on behalf of the hundreds of apple growers in the state—is encouraging them to take part in its new “Eat Cleaner, Feel Better—Take the Big Apple Salad Challenge” campaign.
The goal: Get people to eat at least one salad a day that contains apples.
But why combine apples and salad?
“Whatever your health goal—eating cleaner, feeling better, losing weight—salads are a deliciously easy way to eat better without sacrificing flavor or satisfaction,” said NYAA Spokesperson Julia Stewart. “Apples add crunch, texture, and flavor—as well as nutrients and fiber-related fullness—to any salad.”
Linda Quinn, NYAA’s consulting dietitian, writes on the association’s website that apples, combined with a clean-eating regimen, will allow people to achieve healthier weights, keep digestive systems regular, and reduce risks of illnesses and diseases, among other health benefits.
While salads aren’t the typical way people eat apples, Jim Allen, president and CEO of NYAA, told The Produce News, the campaign hopes to change that. “We’ve got a multifaceted campaign planned, including retail, direct market, school foodservice, videos and even a Facebook sweepstakes lined up for the coming apple season,” he said.
NYAA has also gathered more than a dozen apple-salad recipes, including the New York Apple Slaw Salad with Sweet and Sour Cider Dressing and the New York Apple BYO Salad with Apple Cider Drizzle, which it posted on its website and is promoting through social media outlets. In addition, the group is asking challenge participants to upload their own apple salad photos to the website. And NYAA is working with a number of retailers to promote the campaign to their customers, such as customized designs on apple bins, in-store apple-salad demos, and blog content.
“This campaign doesn’t target our established snacking fans,” said Stewart. “Instead, it targets consumers who are looking to eat better and don’t currently eat apples— by providing them with healthy eating ideas that include apples, we can get them in the apple door.”