Unlike last season, when volumes came on too early to take full advantage of midseason demand, the timing in 2013 looks perfect, with volumes starting to build to their July peak in mid-June, shippers told me.
A cool spring has forced fruit to mature slowly, which is typically a perfect recipe for outstanding quality, McGehee said. Abundant chill hours over the winter won’t hurt, either.
So with California avocados and now Georgia peaches shrinking their targets, what can we expect next? Idaho potatoes targeting the holidays, and putting the spudmobile in the garage for 10 months out of the year?
The Washington apple industry shutting it down when the first snow flies?
Unlikely. But more smaller-scale marketing window adjustments wouldn’t surprise me.
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