For the first time since its launch, Washington state's new Cosmic Crisp apples will be available in time for Thanksgiving, the variety's marketers say.
With the crop entering its third season of commercial sales, maturing trees and warm weather conditions will enable the fruit to be harvested and shipped earlier than its typical early December launch, according to Proprietary Variety Management, which markets the Washington State University-created apples.
Hype for the apples will begin next month when culinary professionals and food media will get to know Cosmic Crisp through an International Association of Culinary Professionals event in Birmingham, Ala., according to a news release.
The brand has arranged a full lineup of promotional activities to engage consumers and retailers this fall, from editorial coverage and events to influencer marketing and partnerships, the release announces.
“With a beautiful and large crop coming this year, we are making sure that consumers are served plenty of reasons to buy extra Cosmic Crisp® apples during the Fall and Winter holiday timeframe,” said Kathryn Grandy, Chief Marketing Officer for the Yakima-based PVM. "“The flavor, texture, striking appearance and versatility of Cosmic Crisp® is what we all need for easy entertaining.”
The apple variety has been riding a wave of momentum since its initial launch on Dec. 1, 2019. WSU bred the apple – WA 38 -- as a cross between the Honeycrisp and Enterprise varieties and owns the Cosmic Crisp trademark. The apple is unique for its texture, juiciness and longer storage life.
Washington farmers licensed to grow Cosmic Crisp are planning to ship 5 million boxes of apples across the U.S. during the season, which is predicted to be a full year.
“We are proud of our Washington State farmers who have shown such dedication to the collective success of the Cosmic Crisp brand," Grandy said. "It is a huge investment on everyone’s part. Growing the category means we need to inspire consumers to increase consumption and live up to our commitment to quality. It’s going to be a great season for the 'Apple of Big Dreams.'”