B.C. Tree Fruits kicks off Great Apple Month Taste Off

Thanks to B.C. Tree Fruits Ltd., February has been Apple Month in Canada for over 50 years. BCTF is the marketing arm of the grower-owned B.C. Tree Fruits Cooperative and Canada’s largest shipper of local apples.

The Apple Month promotion formerly focused on the retail trade, with displays and in-store initiatives. In recent years Apple Month has reached out more directly towards consumers, said Chris Pollock, BCTF marketing manager.

This year's 2014’s edition is the Taste Off campaign, inviting consumers to vote for their favourite of nine apple recipes on the Apple Month site.

Voters get chances to win a luxury trip to B.C.’s Okanagan Valley. Seven Alberta and BC chefs, with creative apple recipes like Crisp Apple & Cambozola Crepes or Deep Dish Almond Apple Pie, are competing to win a $1,000 cheque for their charity of choice.

Two more recipes come from BCTF—and one of those is just “apples,” in 15 varieties from Ambrosia to Sunrise.

From early February, TV spots, partnerships with Global in Western Canada and with charities, plus a social media/blogger campaign, will attract consumers.

Celebrating the availability of locally grown fruit particularly from February through April, Apple Month is officially Canada-wide, though geography and resource limitations tend to favour Western Canada.

As in past years, the promotion includes a retailer-targeted component, with printed material like bin wraps, box sleeves, and basket backer cards. As the campaign builds later in February, Taste Off will visit Overwaitea Food Group stores across Western Canada, with sampling of Ambrosia apples and free handout recipe postcards.

Said Chris Pollock, “It remains important to educate consumers that fresh, local apples are still available at this time of year.” That strengthens an already-receptive consumer attitude. BCTF will soon be conducting fresh market research, he said, but “We know that consumer support for local apples remains extremely strong.”