Redefining the Produce Aisle: How CMI Orchards is Innovating Through Digital Strategy and Holistic Marketing

In the fast-paced world of consumer packaged goods (CPG), the produce aisle has historically been viewed as a bastion of tradition—a place where the shopping experience remained largely unchanged for decades. However, CMI Orchards, a leader in the fruit industry, is challenging that status quo. By blending digital fluency, gamification, and a deeply intentional program-based approach to retail, the company is proving that innovation isn’t just for tech startups—it’s for apples, pears, and cherries, too.

Rochelle Bohm, Vice President of Marketing at CMI Orchards, sits at the helm of this transformation. "We always market with an eye to innovation," she explains. "We like to try and shake things up in the produce aisle and introduce innovation wherever possible."

The Shift Toward Digital Fluency: Engaging Gen Z and Millennials

The catalyst for CMI Orchards’ strategic pivot is the demographic evolution of the American consumer. With Gen Z and Millennials now representing more than half of the population, the “one-size-fits-all” corporate marketing approach of the past has become obsolete. These younger cohorts are digitally native, valuing personalization and interactivity over passive, mass-market advertising.

Bridging the Gap Between Produce and Tech

To meet these consumers where they live—on their devices—CMI Orchards has invested heavily in digital infrastructure. The company is moving beyond simple social media posts, instead developing proprietary applications and interactive tools that encourage engagement. A prime example of this is the "Apple Crush" app, a gamified platform that introduces a whimsical, "dating-app" style interface to help consumers discover apple varieties that match their flavor profiles.

This isn’t just about entertainment; it’s about education. By gamifying the discovery process, CMI lowers the barrier to entry for consumers looking to try new, exotic, or premium varieties that they might otherwise overlook in favor of standard supermarket staples.

A Programmatic Approach to Retail Strategy

One of the most significant challenges in the produce industry is the logistical friction at the retail level. It is notoriously difficult for retailers to overhaul shelf layouts or introduce new products on a whim. CMI Orchards addresses this through an intentional, "programmatic" marketing structure.

Standardizing Innovation

Instead of asking retailers to take a risk on a single, isolated product, CMI Orchards offers comprehensive programs. These frameworks, such as American Dream® or Flavors of the World®, provide a stable umbrella under which different fruit varieties can be rotated based on seasonality, supply, and regional flavor preferences.

"We understand that it’s tough for retailers to switch things out," Bohm notes. "It’s an easier sell if we can come to them with a program that says, ‘Just take this program, and we’ll slot in different varieties.’ They can sign on to the program, and then we will push different varieties under that umbrella that make sense for the market."

This approach provides retailers with the consistency they need while granting CMI Orchards the agility to innovate behind the scenes. It creates a symbiotic relationship that minimizes risk for the store while maximizing the reach of the producer.

Cross-Industry Inspiration: The CPG Playbook

CMI Orchards’ marketing philosophy is marked by a unique brand of intellectual curiosity. While they recognize that produce marketing budgets are often smaller than those of multinational CPG giants in the beverage or beauty sectors, they refuse to let that limit their creativity.

Adapting Tactics from Non-Produce Sectors

Bohm and her team frequently look outside the fruit category for inspiration. By observing the marketing strategies of companies in the perfume, wine, and beer industries, CMI identifies tactics that can be scaled down and adapted for the produce aisle.

"We look at what’s working and ask, ‘How can we adapt that to produce and keep it fresh?’" Bohm says. This willingness to borrow from other industries allows CMI to maintain a competitive edge, ensuring their marketing remains contemporary rather than stagnant. They are essentially acting as an incubator, testing ideas that have proven successful in high-margin sectors and applying them to the more traditional produce space.

Holistic Media Engagement: A Multi-Pronged Strategy

Innovation at CMI Orchards is not confined to the product level; it permeates their media and partnership strategies. The company has long utilized a "holistic" approach to their media presence, particularly in their partnership with trade publications like The Packer.

The Synergy of Presence

The goal of this holistic approach is to create a multi-layered brand touchpoint. CMI doesn’t just show up at a trade show like the West Coast Produce Expo; they build anticipation for it. By coordinating digital campaigns, print advertisements, and direct outreach in the weeks leading up to an event, they ensure their brand is already top-of-mind when a client walks through the exhibition doors.

"By the time we land at the show, we’re ready to have our customers swing by and check out what’s new," Bohm explains. "Having that holistic approach, where they’re seeing us ahead of time in their inboxes, on their desks when the print publications drop, and then in person at the show, gives us a multi-prong approach to hitting our targets."

This strategy extends to participating in experimental trade show activations. Whether it’s a Ferris wheel, a music-themed game, or other creative hooks provided by media partners, CMI is consistently the "guinea pig." They embrace the opportunity to turn networking into a fun, memorable experience, which in turn fosters deeper, more meaningful relationships within the industry.

Data-Driven Decisions and the Value of Anecdotal Evidence

While CMI Orchards utilizes sophisticated metrics to measure the ROI of their campaigns, they maintain a balance by valuing "grassroots" feedback. In an era obsessed with big data, CMI still prioritizes the human element.

Listening to the Field

The team at CMI is trained to listen for anecdotal feedback—the word-of-mouth chatter, the direct comments from retailers, and the informal reactions of consumers. This qualitative data is treated with as much respect as quantitative metrics. It allows the company to feel the "pulse" of the market in real-time, providing context that raw numbers alone often miss.

Implications for the Future of Produce

The success of CMI Orchards’ model serves as a blueprint for other medium-sized companies in the produce sector. By intentionally cultivating a culture of curiosity and calculated risk-taking, CMI has managed to punch well above its weight class.

Key Takeaways for the Industry:

1. Digital Integration: Using apps and gamification is no longer optional; it is essential to capture the attention of the next generation of shoppers.
2. Programmatic Retail: Making it easy for retailers to stock and rotate products by using umbrella programs reduces friction and fosters long-term partnerships.
3. Cross-Pollination: Don’t limit research to your own industry. Borrowing successful marketing strategies from other CPG sectors can provide a fresh perspective.
4. Holistic Media: Trade shows and advertisements should be part of a single, cohesive narrative rather than isolated events.
5. Cultural Intentionality: Innovation must be a top-down mandate, fostered by a team that is encouraged to be curious and constantly scanning the horizon for new trends.

Conclusion: A Culture of Curiosity

CMI Orchards is more than just a fruit producer; it is an organization defined by its drive to evolve. Through their digital tools, programmatic retail partnerships, and holistic media strategy, they are effectively bridging the gap between a traditional agricultural product and the modern, digital-first consumer.

As Bohm succinctly puts it, "We’re just curious people trying to keep abreast of trends any way we can." In an industry that often relies on the tried-and-true, that curiosity is precisely what is keeping CMI Orchards at the forefront of the produce market, ensuring that their fruit—and their marketing—remains as fresh as possible.