Washington apples: Innovation on repeat
Finding varieties that appeal to consumers is one way the leading state for U.S. apple production continues to innovate and evolve.
The Packer asked Washington apple marketers about changes to the industry in the last decade, and what may be around the corner.
“One of the most positive things in our world is the ever-evolving varietal makeup of our captive tonnage,” said Dan Davis, director of business development for Oneonta Starr Ranch Growers, Wenatchee, Wash. “Our grower partners continue to plant and grow more of the cultivars that consumers want. We’re providing a better and better portfolio of apple offerings to the market every year, and this year is another step forward in that journey.”
Compared with a decade ago, retailers and marketers have a different variety mix and space allocation at retail, said Chuck Sinks, president of sales and marketing for Sage Fruit Company, Yakima, Wash. With many more varieties to choose from now, marketers and retailers have removed less-desirable varieties from the mix.
The way marketers communicate more directly with consumers is another way the industry has changed, Davis said.
“Social media has changed the way we portray our products and expanded what we do in our marketing efforts, “ Davis said. “Add digital app-based endeavors to that, and the digital age of marketing is far different than 10 years ago.”
Other marketers echoed the theme of variety innovation.
“The biggest change from 10 years ago would be the innovation of proprietary apples,” said Roger Aguirre, director of apples and pears for Oppy. “It’s elevated the game, with people more and more excited to shop the apple aisle.”
The expanding variety is the biggest change in the industry compared with 10 years ago, agreed Brianna Shales, director of marketing for Stemilt Growers, Wenatchee, Wash.
Five years down the road, Shales predicted the variety mix will continue to evolve and likely narrow, as there are too many choices for retailers and consumers to make.
“We have to keep rising to deliver high-flavor apples so that consumers continue purchasing apples,” Shales said. “I also expect packaging to increase, and adapt, for apples.”
Aguirre said the biggest change he sees is increasing costs.
“We have some of the best grower-partners in the world growing our apples, each hand-picked by T&G to meet their high set of standards,” he said. “It’s vital that we address their rising costs, be their advocates and do everything in our power to ensure that they withstand these challenging circumstances.”
The ongoing trend of consolidation, whether that means merging sales agents or packhouses, is also likely to continue, he said.
Marketers are becoming savvier in reaching the final consumer, and he believes that trend will continue, Davis said.
“We’ve had to rely on the retail gatekeeper for our access to the consumer, and now, the consumer is telling us directly what they want to see and how they want to see it presented,” he said. “It’s working together with retail to know our mutual consumer better that holds the most potential in the coming years.”
Advancements in automation, both in field and packing lines, will continue to advance in the next five years, Sinks said.
