While the state’s 2022 fresh apple crop may be shorter than some years, the Wenatchee, Wash.-based Washington Apple Commission is gearing up for another big year of promoting fresh apple exports.
The Washington Apple Commission is a promotional organization, representing 1,260 apple growers in the state of Washington.
The commission works to promote Washington apple exports, conducting promotions in 25 global markets to drive consumer demand, said Todd Fryhover, commission president.
“Promotional support is provided to international retailers, wholesalers and importers with innovative marketing programs and activities,” he said. “Washington state accounts for 95% of all apple exports from the U.S. These apples are shipped to about 60 different countries worldwide. The promotional activities grow consumer awareness and brand loyalty in these markets.”
Along with focusing on promoting all general mainstream apple varieties, the Cosmic Crisp apple is a big highlight for the season, due to its ever-increasing crop size, unique taste profile and firm texture, Fryhover said.
“One of the best things this crop season is the increase we have seen in the Cosmic Crisp crop this year, which has increased about 28.5% from last year,” he said. “We have also seen an increase in the new proprietary varieties that are meeting the expectations of consumers.”
This year, Cosmic Crisp is 4.6% of the harvest, up from 3.2% last year, according to the Washington State Tree Fruit Association.
The commission will focus its promotional efforts for the Cosmic Crisp apple in markets such as Canada and Taiwan, where consumers enjoy a variety of apple options.
Due to the larger crop of the variety, Fryhover said the commission hopes to distribute Cosmic Crisp to more markets. “We also want to build on the consumer excitement and success that has formed in the Canadian market from previous promotions,” he said.
Cosmic Crisp promotions will be highlighted in several fun ways, including the Women’s Show in both Vancouver and Ottawa, Canada, this coming October.
The Washington fresh apple crop is projected at 108.7 million standard 40-pound boxes, an 11.1% decrease from 2021’s 122.3 million boxes, according to the Tree Fruit Association.
Because of the shorter apple crop, the commission will focus on certain value-added markets with very strategic promotions, Fryhover said.
“It’s important to keep up with the consumer loyalty that has been built up,” he said. “Knowing when certain varieties are harvested and exported is also key and helps dictate what kind of promotions are run thoughout the season.”
Since Washington produces about 90% of all U.S. organic apples, the commission also supports organic apple sales in export markets. As a result of the smaller conventional apple crop this season, organics are a big focus, since the forecasted crop size has remained roughly the same from last season, Fryhover said.
As of early September, Fryhover said early harvest reports indicated apple sizing was smaller than normal. “However, due to the late harvest, it is too soon to tell. We will know more later, when the harvest is closer,” he said. “The quality of the apples is fantastic, as we have some of the best growers in the country working to supply high-quality apples year-round. The strategic care given by the growers, coupled with the clean mountain air and water, helps result in top-quality apples.”
Besides the smaller crop size, growers and exporters also are hampered by the high U.S. dollar, which makes U.S. apples more expensive in foreign markets.
The value of U.S. exports of fresh apples totaled $922.7 million for the period from July 2021 through June 2022, up 3% from the same period the previous year.
The USDA said the top export markets for U.S. apples from July 2021 to June 2022, with percentage change compared with the same period a year ago, were:
- Mexico: $343.4 million, up 13%
- Canada: $195.9 million, up 27%
- Taiwan: $82.4 million, up 20%
- Vietnam: $58.8 million, down 21%
- Dominican Republic: $25.8 million, up 8%
