Harvest Update: ‘RubyFrost’ Apples Return with New Look
October 14, 2021 
‘RubyFrost’ apple harvest.
Crunch Time Apple Growers, a New York State-based cooperative of 152 member-growers, will deliver 175,000 bushels of ‘RubyFrost’, a 35% year-over-year increase. The premium apple variety will be available in select produce aisles this season, with wider distribution expected in the first quarter of 2022.
The ‘RubyFrost’ brand underwent a complete overhaul during the off-season. Retailers and consumers can expect to see an enhanced logo and branding on packaging and promotional materials.
“The ‘RubyFrost’ brand refresh will be transformative this season and for many to come. We took the time to focus on what it is that consumers love about ‘RubyFrost’ — the tart flavor profile, perfect size, beautiful ruby red color and versatility of use — and visually accentuated those attributes,” Jessica Wells, Executive Director, Crunch Time Apple Growers, said.
Crunch Time will be expanding its distribution reach this harvest season with three new sales partners: Applewood Fresh Growers, Rice Fruit Co., and Riveridge Produce Marketing. The new packers and shippers will allow Crunch Time Apple Growers to expand its geographic reach among existing grocers and new retail partners, particularly in the Midwest and Mid-Atlantic.
“(‘RubyFrost’) combines sugar and acidity to offer a beautifully sweet but tart flavor profile that’s packed full of vitamin C, so it doesn’t brown quickly,” Joel Crist, a fifth-generation farmer with Crist Bros. Orchards and Crunch Time Apple Growers’ board chair, said. “The brand refresh is exactly what we needed to spotlight the appeal of ‘RubyFrost’ to tart apple lovers for the 2021-22 season, and beyond.”
Developed, nurtured, and bred by Dr. Susan Brown of Cornell University in Ithaca, NY, ‘RubyFrost’ is grown commercially in Upstate New York. Dr. Brown strategically developed the apple — creating a tart flavor profile appealing to about 30% of consumers, a versatile apple perfect for cooking, baking, and topping salads and naturally non-browning due to high vitamin C.
Its East Coast roots provide the variety a competitive advantage over West Coast premium apples: cost-effective transportation to primary selling regions, greater freshness, quality, and, ultimately, lower shelf prices.
‘SweeTango’ apples.
With regard to ‘SweeTango’, growers cooperative Next Big Thing (NBT) is encouraging retailers to stock up in anticipation of the club variety’s perennial fall sales wave.
“’SweeTango’ was the top-selling club apple from late September through the end of October last fall, in both dollars and volume sold – by far,” Brianna Shales, Marketing Director with Stemilt Growers, said. “So, this year, retailers won’t want to wait to get in on the action.”
The season is already off to a fast start, according to Dennis MacPherson of Scotian Gold. “This year has been the quickest we’ve gotten out of the gates, ever. We couldn’t get trucks on the road fast enough to fill demand,” he said.
Growers in all regions are reporting that this year’s fruit quality is outstanding, and color is up despite localized weather challenges, according to Scott Swindeman with Applewood Fresh.
“We’re getting that nice ‘SweeTango’ background that is indicative of high sugars,” Austin Fowler of Fowler Farms said, adding that the Eastern region expects to have more fruit this season.
‘SweeTango’ apple orchard.
“Mother Nature presented us with a few challenges, but for every curve ball thrown, we’re making it work, delivering quality fruit to consumers,” Angela Sommers of BelleHarvest Sales said.
“It’s incredible how they weathered through our heat out West,” Shales said, noting that the region’s ‘SweeTango’ crop is up 30%.
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