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CMI expands 'HERO' brand apple program

CMI, one of Washington state’s larger grower-shippers of conventional and organic apples, pears and cherries, is expanding its "HERO" brand apple program to include a series of snack-sized apple pouch bags showcasing Red Delicious, Fuji, Gala and Granny Smith varieties.

Until now, the HERO program has been largely concentrated in export markets, branded with a simple black silhouette of a heroic figure. cmiloChildren inspired the new look for CMI's 'HERO' brand apples.The new look, which will be distributed domestically, brings the HERO program to life by utilizing retro styling, bright colors and by giving him a face.

The vibrant new HERO packaging was inspired by the imagination of children.

“I could not have been more thrilled with the research that went into launching this program," Steve Lutz, vice president of marketing at CMI, said in a press release. "Before our pencil ever touched paper, a panel of children drove the look and feel of our direction, so this program is 100-percent youth driven!”

CMI is confident that the new pouch lineup will attract renewed domestic interest in the HERO program.

In addition to its packaging, the HERO program comes complete with a website portal that encourages children to be an everyday hero and gives them ideas on contributing both at home and in their community.

"HERO" brand apples will be on retail shelves in coming weeks.