It’s not every day that a fruit gets its own movie trailer to promote its story (see the video at the end of this story). Then there’s the creation of an ambassador campaign to promote this new apple. The targeted fruit is the new Cosmic Crisp apple developed by Washington State University, and it’s the result of 20 years of work.
The Cosmic Crisp WA 38 CV brand apple is a cross between the Enterprise and Honeycrisp varieties. It’s better suited to the orchards of Washington state, where it will be exclusively grown in the early years. The apple is large, juicy and red, with a firm and crisp texture providing what developers say is ample sweetness and tartness. It’s also versatile enough to be used for eating and cooking, and it’s naturally slow to brown when cut open.
The name “Cosmic” was chosen for the apple’s starburst-like lenticels seen on the surface. “Crisp” links to the new apple’s parent, the Honeycrisp — developed in Minnesota. Cosmic Crisp is being harvested by growers throughout Washington for retail delivery in December.
The apple will get special packaging and a range of promotions, including what’s called an “influencer campaign,” with ambassadors who will promote the new product.
Ambassadors promote new apple
The Proprietary Variety Management group, which provides services for the commercialization of new fruit varieties, has launched an ambassador program around four key marketing pillars — Cook, Eat, Inspire and Play.
Kathryn Grandy, director of marketing for Proprietary Variety Management and manager of the consumer launch, notes that the goal “is to offer our ambassadors an authentic harvest experience and immersive education about this truly groundbreaking apple. We are laying the groundwork for them to each tell the Cosmic Crisp story in a way that is meaningful to their audience and reinforces our differentiated brand.”
The four pillars involved key areas the new apple embodies, according to PVM. Eat is the taste, texture and other attributes of the apple; Play encourages exploration or playing with food; Cook involves using recipes, baking or coming up with unique combinations for the apple; and Inspire, supporting STEM (science, technology, engineering and math), is about dreams and aspirations. Lofty goals for any apple to aspire to.
Here’s a look at the ambassadors that have been tapped for this new role listed by the Pillar to which they’re linked.
Leroy Chiao is a former NASA astronaut and International Space Station commander. He has also spent time in business, consulting and speaking, and as an advocate for STEAM education as well — that’s STEM with the addition of Arts — that works which his organization called OneOrbit. His passion and drive embody the Inspire pillar and program goals.
Chantea McIntyre is a mom, wife and blogger. Her journey to find inspiration and share with others is documented in her blog (chanteamcintyre.com) and on Instagram. She covers a range of topics from motherhood to fashion, from livestock to travel. Along the way, you can meet her husband and four children. Her story and passion make her a fit for the Inspire pillar, too.
Lauren Ko is a writer, artist and self-taught baker from San Diego who now lives in Seattle. Her pie designs have made the pages of Vogue, O Magazine and the online site Buzzfeed, and have been noticed by almost 300,000 fans on Instagram. Her creativity, appreciation for clean and simple applications of fruit in baking and overall success are what lands her in the Cook pillar.
Dan Koommoo is executive chef and owner of Crafted in Yakima, Wash. Koommoo and his wife, Mollie, opened Crafted with the belief that food should come from the source; their menu highlights locally sourced ingredients and celebrates the importance of community and family. His commitment to fresh, local ingredients makes him a fit for the Cook pillar.
Nicole Marte is a sixth-grade earth and space science teacher in Georgia. She documents her adventures as a middle school teacher on her website and social platforms. Followers can expect to find classroom experiments and decorations, with a lot of real life mixed in. Her supportive mindset and humble attitude make her a great fit for the Play pillar.
Lori Taylor has a passion for serving the fresh produce industry as The Produce Mom, her blog and brand, that educate consumers on how to select, store and serve fresh produce through various platforms. After spending 10 years in agriculture, Taylor renamed the blog The Produce Moms (theproducemoms.com), with a relaunch to help produce companies become better acquainted with their consumers, and inspire families to enjoy more fruits and vegetables. That commitment lands her in the Eat pillar.