"The National Apple Month retail display contest again provided a jump-start to our industry's marketing season," said National Apple Month Director Kay Swartz Rentzel. "The support of our partners, T. Marzetti's^® products and the National Peanut Board, and the use of their products provided for increased sales for everyone during the promotional period."

Retailers and commissaries from across the country vied for the titles of the nation's top apple retailers and the nation's top "health-oriented" apple merchandiser during the 2004 promotion. From September through November, entrants built displays in their stores that prompted consumers to buy more apples, apple products, Marzetti's products, peanuts and peanut products. These displays helped boost sales and increase bottom-line profits.

Consumers were treated to healthy, nutritious U.S. apples, processed apple products, and tie-in products, upon the launch of the industry's new marketing season.

Contest entries were judged for the best health-oriented display, and then categorized based on geographic region and store size. While all stores vied for the title of "Best Health Oriented Display and Merchandiser," the 2004 honor was bestowed upon Publix, Tampa, FL. The entry coordinators were Robert Benitos and Robert Long. Their theme was "The Publix Patch of Apples — An Apple A Day Keeps the Dr. Away," and featured a display with 11 different varieties of fresh apples, processed apple products and Marzetti's caramel apple dips, peanuts and peanut products. Providing assistance with the award winning display was Michelle Silvia of Crossmark Sales & Marketing, Publix's sales representative for Musselman's and Jif Peanut Butter.

Scarecrows dressed as a doctor and nurse were present at the display and provided a strong visual for all consumers entering the store. The goal of the display was to communicate clearly that apples and associated products were a healthy dietary choice.

In addition to providing consumers with a valid nutritional message, this Tampa Publix store experienced sales lifts of 20 percent in apple sales, more than 15 percent in Marzetti's apple dip sales, 10 percent in Marzetti's apple crisp sales, 12 percent in peanut sales, 19 percent in peanut butter sales and 11 percent in peanut product sales. It truly was a successful promotional event for the store and their suppliers.

The judges also recognized an honorary "Health Winner" for their outstanding health communication message to consumers. Receiving honors was Fort Detrick Commissary, Frederick, MD. The commissary used the "Come Walk with Me — the Apple-achian Trail" and the 3-Apple-a-Day Plan theme and materials to reach consumers. Also featured in the display were Marzetti's products, peanuts and peanut products.

Other geographical first-place winners in the 2004 National Apple Month retail display contest are:

• Eastern Region: Stores with 9 or fewer registers: Eddie's Big M, Mexico, NY — Entry Coordinator, Beth Snider; 10 registers or more: Oregon Dairy, Lititz, PA — Entry Coordinator, James Hensel;

• Central Region: Stores with 9 or fewer registers: Chipps & Nichols, Prescott, MI — Entry Coordinator, Crystal Johnson; 10 registers or more: HyVee Food Store, Marshalltown, IA — Entry Coordinator, John Sherman; and

• Western region: Latienda Thriftway, Carlsbad, NM — Entry Coordinator, Chuck Gurvitz.

Each first-place winner was awarded $1,000 for the store's creative efforts. Second-place and third-place winners received $500 and $250, respectively.

Entries were evaluated on the volume and variety of fresh apples displayed, the volume and variety of processed apple products and grocery tie-in products displayed, the use and volume of Marzetti's dips and crisp, the use and volume of peanuts and peanut products, display creativity and cross merchandising with other store departments.

Contest Again Delivers Results

"As in previous years, the 2004 contest was successful on all fronts — everyone wins with National Apple Month," said Rentzel. "Apple marketers use the promotion to kick off the harvest season and boost early-season shipments. Retailers use it to increase sales, yield additional profits for the produce department and creatively merchandise throughout the store. Our other team members — Marzetti's, the National Peanut Board, and Get Fit Foods — proved to be excellent partners, by providing additional opportunities for promoting and merchandising apples and apple products."

The merchandising promotion continues to attract first-time participants. This year 8 first-time participants placed in the National Apple Month Display Contest.

"Once again, the fall display and merchandising contest shows why National Apple Month is a terrific tool for launching fall apple sales in a big way, both by increasing shelf space and varieties used in displays," said Fred Hess sales manager for Hess Brothers, Leola, Pa., and chairman of the National Apple Month Committee.

Chipps & Nichols IGA, Entry Coordinator Crystal Johnson reported a sales increase of 65 percent, while selling over 230 cases of apples, apple products, Marzetti's products, peanuts and peanut products in the store.

Repeat winner, James Hensel, entry coordinator at the Oregon Dairy store in Lititz, Pa., featured 14 different varieties of apples, accounting for nearly 1,500 cases of apples being sold. Additionally, the store sold more than 1,800 cases of apple products, 60 cases of Marzetti's product, more than 950 pounds of peanuts and peanut butter sales that increased 2 percent over the previous year's sales. Oregon Dairy relies on strong supplier and broker support to make the promotional display event such a phenomenal success.

At Latienda Thriftway in Carlsbad, NM, Chuck Gurvitz found success in "3-A-Day is the Healthy Way." This seven-register store, the display featured a variety of apples and apple products, cases of Marzetti's products, pounds of peanuts and peanut products and plenty of hand-made signage to attract consumers to the display and buy the featured items.

Military Commissaries and Patrons Win Big

Military Commissaries across the country participated in the National Apple Month display contest that yielded "bushels" of success for their patrons. During the height of the apple promotion, commissary patrons enjoyed top quality apples, apple products and Marzetti's products in creative retail displays.

For the fifth year, military commissaries competed among their peers rather than against retail supermarkets. Nearly one-third of all domestic commissaries documented their promotional efforts, and was included in the judging.

Earning top honors were the following.

1. Bangor NSB Commissary, Silverdale, Wash. — Entry Coordinator, Eric Gidion;
2. Fort Riley Commissary, Ft. Riley, KS — Entry Coordinator, Robin Vincent and
3. Malmstrom AFB Commissary, Great Falls, MT — Entry Coordinator, Loriann McDonald.

As always, the true winners of the military display contest are patrons of the commissaries. According to military commissary officials, the winners' prizes will be used for patron "shopping sprees" in the winning commissaries.

2004 Panel of Contest Judges

The 2004 National Apple Month display contest entries were judged by an independent panel of produce and retail experts including: Victoria Kuhns, United Fresh Fruit & Vegetable Association Vice President, Education and Gordon Hochberg, The Produce News, Vice President, Publisher.

National Apple Month is an annual retail-display contest and foodservice promotion designed to promote fresh apples and apple products during peak U.S. apple availability, harvest time. The program is supported by contributions from apple industry members and sponsors. This harvest celebration was first observed as National Apple Week in 1904. National Apple Month is administered by the U.S. Apple Association, the national trade association representing all segments of the apple industry.

HEALTH WINNERS

1. Publix, Tampa, FL ; Entry Coordinator, Robert Benitos & Robert Long
2. Fort Detrick Commissary, Frederick, MD; Entry Coordinator, Jane Smith

East Region

• Nine or Fewer Registers:
  1. Eddie's Big M, Mexico, NY; Entry Coordinator, Beth Snider
  2. Big M Ovid, Ovid, NY; Entry Coordinator, Jennifer Laprade
  3. Giant Food Mart, Cuba, NY; Entry Coordinator, Chris Berardi

• Ten or More Registers:
  1. Oregon Dairy, Lititz, PA; Entry Coordinator, James Hensel
  2. Shop N Save, Canonsburg, PA; Entry Coordinator, Barb Czeczely
  3. Giant Eagle, Pittsburgh, PA; Entry Coordinator, Rege Walney

Central Region

• Nine or Fewer Registers:
  1. Chipps & Nichols, Prescott, MI; Entry Coordinator, Crystal Johnson
  2. Glens — Clare, Clare, MI; Entry Coordinator, Joseph Freist
  3. Baumann's IGA, Weidman, MI; Entry Coordinator, Julie Leiferman

• Ten or More Registers:
  1. HyVee Food Store, Marshalltown, IA; Entry Coordinator, John Sherman
  2. HyVee Food Store, West Des Moines, IA; Entry Coordinator, Mike Orf
  3. HyVee Food Store, Sioux Falls, SD; Entry Coordinator, Tim Konda

West Region

1. Latienda Thriftway, Carlsbad, NM; Entry Coordinator, Chuck Gurvitz

Military

1. Bangor NSB Commissary, Silverdale, WA; Entry Coordinator, Eric Gidion
2. Fort Riley Commissary, Ft. Riley, KS; Entry Coordinator, Robin Vincent
3. Malmstrom AFB Commissary, Great Falls, MT; Entry Coordinator, Loriann McDonald

Capturing 2004 Heath display title was Publix of Tampa, FL — Entry Coordinators, Robert Benitos & Robert Long.	For the second consecutive year, Bangor NSB Commissary in Silverdale, WA captured top honors in the commissary display contest.
Entry Coordinator Chuck Gurvitz and his staff found successful sales when they merchandised apples and supporting partner products. Western region first place display winner.	It's smart to eat apples! Just ask any consumer who shops at Glen's in Clare, Michigan. At Glen's their display lifted sales on apples, apple products, Marzetti's products and peanuts. Glen's finished second in the central region display contest. Glen's, Clare, Michigan.
A wall of 14 different varieties of apples and center department display of processed apple products, Marzetti's products and peanuts earned Oregon Dairy top honors in the eastern region display contest. Oregon Dairy, Lititz, PA.