Put in that context – per capita consumption must increase from 36 ounces in 2013 to 50 ounces by 2015 – I can see why the industry does not want to leave its fate in the hands of fickle food editors and foodie bloggers.
But uniting all growers is difficult in any industry, and this proposal was not universally acclaimed. Though 137 comments were submitted to USDA in support of the assessment increase, 29 dissented.
I think the majority got it right in this instance. And given the challenge of creating more demand for what become a year-round favorite fruit, perhaps growers may regret not increasing the assessment even more.