Summary:
In this episode of the Produce Moms podcast, host Lori Taylor speaks with Shawn Peery, National Vice President of Produce at Albertsons Companies, and Kevin Stennes, a fourth-generation grower of Sugar Bee® apples. The conversation highlights the close relationship between retailers and growers, the importance of seasonal promotions to connect shoppers with fresh fruit, and how outstanding flavor drives consumer interest and repeat purchases. The guests discuss practical retail tactics for promoting Sugar Bee apples, share the grower’s perspective on quality and storage, and explain why shoppers can rely on grocery ads to find seasonal items. The episode also underscores the health benefits of apples, the value of transparency across the food supply chain, and current challenges facing apple growers. Overall, the dialogue emphasizes teamwork between growers and retailers and the role of consumer education in sustaining fresh produce demand.
Takeaways:
- Seasonal promotions play a central role in linking consumers to fresh, timely produce and inspiring purchases.
- Exceptional flavor is the primary factor that attracts consumers and encourages repeat buying behavior.
- Retail strategies that prioritize strong displays, impactful signage, and sampling can significantly increase interest and sales.
- Sugar Bee apples stand out for their distinctive sweet flavor and their capacity to hold quality during storage and distribution.
- Well-crafted grocery ads help shoppers discover seasonal produce and build trust in retailers’ recommendations.
- The produce department offers a discovery experience for many shoppers, similar to a treasure hunt where new varieties and fresh items are found.
- Educating consumers about produce—how it tastes, how to use it, and its nutritional benefits—is essential for sustained demand.
- Sustainability in agriculture depends on creating financially viable systems so growers can continue adopting environmentally responsible practices.
- Close collaboration between growers and retailers—through planning, promotions, and shared goals—is key to successful seasonal programs.
Chapters:
02:11 Meet the Guests: Shawn Peery and Kevin Stennes
06:09 The Importance of Seasonal Promotions
09:52 Flavor: The Key to Consumer Engagement
13:47 Retail Strategies for Promoting Sugar Bee Apples
18:40 The Grower’s Perspective on Sugar Bee Apples
20:20 Trusting Grocers: The Importance of Shopping Ads
21:14 The Treasure Hunt in Produce Departments
30:28 Addressing Consumer Demand and Industry Challenges
36:47 Closing Thoughts and Key Takeaways
Episode Highlights and Expanded Notes:
This episode provides practical insight for anyone involved in produce merchandising, marketing, or growing. Shawn Peery discusses how Albertsons approaches seasonal planning and the retailer’s role in educating shoppers about new and limited-time items. He explains how coordinated promotions, clear signage, and opportunities for taste tests drive trial. These tactics create moments where consumers can connect flavor to value and are more likely to purchase and recommend products to others.
From a grower’s standpoint, Kevin Stennes shares what it takes to bring a premium variety like Sugar Bee to market. He outlines orchard care, post-harvest handling, and the focus on flavor quality that justifies premium positioning. Kevin highlights how storage practices and careful logistics preserve the apple’s texture and taste, supporting a consistent shopper experience from store to home. He also speaks to the long-term commitment growers make to varietal development and how that investment benefits both retailers and consumers.
The episode emphasizes that while advertising and displays matter, the underlying driver of sustained growth for any fruit variety is consumer satisfaction with taste. When shoppers try a superior-flavored apple and enjoy it, they tell others and return to buy more. This cycle supports both the grower’s business and the retailer’s produce sales. The guests also address the broader context of consumer expectations, noting that transparency about where fruit comes from and how it was grown builds trust and strengthens brand relationships.
Challenges in the apple industry are discussed candidly, including the need for economically viable farming practices and the pressures of supply chain consistency in seasonal windows. Sustainable farming is framed not just as an environmental goal but as a business imperative; growers must be able to invest in soil health, labor practices, and innovation to continue supplying high-quality produce. Collaboration across the supply chain—marketing teams, category managers, growers, and field teams—emerges as a practical solution for aligning supply with consumer demand and delivering successful seasonal campaigns.
Resources:
Chelan Fresh — chelanfresh.com
Chelan Fresh on Facebook — facebook.com/ChelanFresh
Chelan Fresh on Instagram — instagram.com/chelanfresh
Albertsons — albertsons.com
Albertsons on Facebook — facebook.com/Albertsons
Albertsons on Instagram — instagram.com/albertsons