Oneonta Starr Ranch looks to manage tightening organic apple volume

Wenatchee, Wash.-based Oneonta Starr Ranch Growers expects strong demand for organic apples and pears for the balance of the 2021-22 marketing season, said Dan Davis, director of business development.

The organic program for Oneonta Starr Ranch Growers consists of apples, pears, cherries and apricots in the Pacific Northwest, with a volume focus on in-demand varieties, such as Honeycrisp, fuji, pink lady and gala, he said.

“Organic Honeycrisp continues to be the top item in our portfolio domestically,” Davis said. 

Organic farming makes the company a better farmer and steward of orchards, he said, noting that “we find new ways to farm that become practical conventionally and it makes us better producers in all we do.” 

2021 Washington fruit crops were hurt by extremely hot temperatures last summer and that will mean supplies of apples in storage are less than expected, Davis said.

“Our supply is down in volume 20% year over year due to a very difficult growing season last summer,” he said. “This year, we won't quite make our 2 million case anticipated volume we had at bloom estimation.”

Davis said the marketer will seek to manage fruit inventories so domestic supply continues until import supplies begin.

“Unfortunately, this year, our highlight is going to be our effort to ensure supply,” he said. “With the shortness of Washington's apple crop, our highlight will be our plans to stage fruit appropriately to fill the window through to our import arrivals. Having less means managing the pace at which we sell rather than pushing larger programs.”

Davis said organic sales growth won’t reach the marks that could have been reached with a bigger crop.

“It's hard to say what the growth will be this season due to our crop not being what it could have been,” he said. “We could sell more if we had it.”

Sustainable packaging is a big focus for the company, Davis said.

“We've moved our pouch bags to a new film, HiC2, that is fully recyclable,” he said. “Sustainability continues to be at the top of our priority list when it comes to packaging.” 

In addition, the company has been committed to social responsibility. 

“Our packaging efforts and our recent Fair Trade (USA) certification have been our key sustainability efforts,” Davis said. “We take every opportunity we can to communicate them.

Social media, press, web, we use all channels we can.”
Retailers can most effectively promote organic produce with conspicuous produce placement, Davis said. “Don't make the consumer look for (organics); an organic destination that is prominent is the key.”

Retail demand is increasing, but Davis said protecting integrity of the organic brand is critical.

The USDA’s organic seal has begun to “sell itself,” he said. “We don't need to drive awareness; we need to protect the integrity of it. Enforcement of nonorganics potentially hitting the retail shelf and disrupting consumer confidence is a threat.”