LANSING, Mich. – The Michigan Apple Committee (MAC) has announced the hiring of FoodMix Marketing Communications, an independent full-service food and beverage branding agency to implement branding, consumer marketing and social media work aimed at increasing consumption of Michigan Apples.

“Michigan Apple Committee is committed to aiding the profitability and sustainability of Michigan’s Apple industry. One of the ways we do that is through consumer marketing and communication that develops loyalty to the Michigan Apples brand and ultimately increases consumption of Michigan-grown apples. As the industry continues to evolve, cultivating a positive brand image with consumers becomes increasingly important,” said Diane Smith, executive director of the Michigan Apple Committee. “FoodMix has experience with brands of all sizes, specifically in the food and beverage space. We are confident they will take Michigan Apples to the next level in terms of consumer engagement and brand loyalty.”

FoodMix’s mission is to help brands of all shapes and sizes build meaningful relationships with people through the art of creative storytelling.

“Michigan Apples provide consumers all the attributes they want and love from a produce brand. As the Michigan Apple Committee turns its focus towards driving awareness and demand, it is our job to get the authentic and compelling story out and make connections with future brand lovers,” said Dan O’Connell, founder and CEO of FoodMix.

Michigan Apples are successful on several social media platforms, reaching and engaging with a target audience that makes food purchasing decisions. Instagram and Pinterest have been identified as key platforms, and a TikTok account was also started in early 2022. Research into social media insights and user demographics overwhelmingly support the Michigan Apples brand employing social media as its primary tactic for consumer marketing, with Meta platforms and Pinterest leading the way in reach MAC’s target audience of women ages 25 – 54.

Just before apple harvest began in 2023, the Michigan Apple Committee Board voted to eliminate the retail marketing portion of the program in order to focus on consumer marketing to increase consumption.

“Hiring FoodMix as our marketing agency comes at an ideal time when we are focusing on consumer marketing and expanding the breadth and depth of our marketing and communications efforts,” said Smith. “We are excited to work with the experts at FoodMix to elevate our brand presence that will ultimately increase Michigan Apple consumption and support the overall success of Michigan’s Apple industry.”

The collaboration has already begun with research, planning and some communication efforts, but a full consumer marketing campaign will kick off just before apple harvest.

The Michigan Apple Committee is a grower-funded nonprofit organization devoted to marketing, education and research activities to distinguish the Michigan apple and encourage its consumption in Michigan and around the world. For more information, visit MichiganApples.com.