Trends In Apple Production and Marketing

From the September/October 2007 article "2007 Apple Crop Forecast: Weather patterns took their toll on growers across the nation, but quality looks promising."

The U.S. Apple Association’s 2007 Apple Crop Outlook and Marketing Conference in Chicago in August was highlighted by estimates for the 2007 apple crop size across the nation. However, there was much more to the conference than that. A wide range of speakers took a close look at several factors that might contribute to the short- and long-term future of the apple industry.

• Amit Dhingra of Washington State University looked at how apple varieties are developed today, and how they will be developed for the future using genetics and genomics. "Using genomics, we can study how a variety of factors affect apple production, and use these tools to develop new varieties," he noted. "In doing so, we are looking for qualities that are good for producers, fresh marketers, processors, and consumers."
  
• American/Western Fruit Grower columnist Desmond O’Rourke, publisher of the World Apple Report, analyzed some misconceptions about consumer marketing. He warned that "consumers don’t always tell you what they really want," which makes it more difficult to deliver a product that they will find appealing.
  
• Don Harris of Wild Oats Markets, a natural foods retailer, looked at trends in organic marketing and promotion. He pointed out that, when it comes to buying organics, the biggest consumer groups are young mothers with children, and aging baby boomers. He also highlighted the fact that produce ranks very high in terms of organic categories at most supermarkets.
  
• Tony Freytag of Crunch Pak, an apple slices marketer in Washington, reviewed the growth opportunities for fresh sliced apples. In 2007-2008, an estimated 163 million pounds of apples, the equivalent of 4.1 million bushels, will be designated for the fresh slices market. The technology for packing and storing fresh-cut apple slices is improving, but food safety remains the top concern.