Tell them your New York apple marketing ideas

Letters of Interest are due June 17 from people who have ideas on how to make the New York apple industry more competitive.

The New York State Department of Agriculture and Markets is seeking proposals on behalf of the state’s Apple Marketing Order advisory board to enhance the competitive position of New York’s apple industry, identify new or emerging market opportunities, or develop innovative promotional initiatives to increase the sale and consumption of New York apples, according to a news release.

Any proposals selected will be funded by the order, which collects about $2 million annually from apple growers.

Organizations capable of performing market research or those with experience implementing marketing strategies to increase produce sales are eligible for this opportunity. Also, the advisory board is seeking projects that:

• Identify East Coast U.S. market opportunities for New York apples and offer strategies to better position New York apples in these markets;
• Determine the apple purchasing preferences of larger retailers and what drives their decisions;
• Explore market opportunities for fresh or processed New York apples procured by schools and/or institutions;
• Identify market opportunities for New York apples created by the growing craft beverage industry;
• Identify underserved export markets and evaluate the prospects for successfully positioning New York apples to meet these opportunities;
• Provide up-to-date nutritional information regarding consumption of apples and strategies for communicating this to consumers; or
• Seek to implement novel approaches to increasing New York apple sales.

Applicants must submit a two- to three-page Letter of Interest to the department that outlines proposed strategies, provides qualifications for performing marketing research and/or experience in implementing marketing strategies, describes the expected outcomes and proposes a budget to achieve these outcomes.

The board can request a proposal or presentation based on an applicant’s Letter of Interest. To submit a letter, applicants are asked to send an e-mail to Procurement.Info@agriculture.ny.gov with the words “Apple Marketing Order” in the subject line and the letter attached.

The minimum funding level for projects sought through this release is set at $10,000. Project proposals may not promote a specific brand or trade name. Final reports and/or research papers assembled through approved projects may be made publicly available.

For more information on Letter of Interest requirements, e-mail william.shattuck@agriculture.ny.gov or call 518-485-7306. Applications must be submitted by June 17 to be considered for this funding.