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  • October 2011 Issue
  • Story by Richard Lehnert

    • Tweets tout SweeTango

    SweeTangoThe apple’s promoters are targeting alpha shoppers, who shout out and tell a thousand friends.

    Eastern Canadian radio personality Kate Peardon’s photo was on the Facebook page of Scotian Gold Cooperative in Nova Scotia. Since summer, it’s been all over Twitter and Facebook—the news that SweeTango apples were coming in September, in triple the volume of 2010. This is undoubtedly the first apple to be promoted so intensively—almost exclusively—through social media. Next Big Thing, the grower cooperative that is the exclusive producer and marketer of this club apple, hired the Minneapolis-based agency Fast Horse, Inc., to manage the SweeTango Web site and its presence on Facebook and Twitter. Not a cent was spent on advertising, […]

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    Apples, Varieties, Media, Richard Lehnert
    Picture of Richard Lehnert
    Richard Lehnert
    After growing up on a Michigan dairy farm, Richard Lehnert began writing about farming in 1962, while still a junior studying journalism at Michigan State University. He worked at newspapers for a year before joining the staff of Michigan Farmer, where he spent 26 years, the last 15 as chief editor. He was a member of the staff of Good Fruit Grower from 2010 until 2015. Read his stories: Story Index
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