Chris Falk, vice president of sales for Washington Fruit & Produce Co. in Yakima, WA, said that apple volume will be down slightly for the 2010-11 season. "We are down about 5 percent from last season due to miscellaneous weather issues during and after bloom," he told The Produce News. “We experienced some pockets of hail and frost damage, and we also took out some old acreage that was not performing.”

Noting a slow start to the 2010-11 apple shipping season, Rainier Fruit Marketing Director Suzanne Wolter said that the Selah, WA-based grower- shipper has hit stride and expects momentum to remain strong through spring.

Ms. Wolter said in late December that imported fruit was the key factor for the slowdown. "We had slower-than-usual start to the season in September and October. We attribute this in part due to the tremendous influx of fruit from Chile."

During the 2010-11 apple season, Borton & Sons Inc., located in Yakima, WA, will be moving product volume similar to last season. “This winter, we are moving all the varieties that we pack,” Account Manager David Whiteside told The Produce News. Movement is good for Red and Golden Delicious, Fuji, Gala, Granny Smith, Braeburn, Jonagold, Pink Lady, Cameo, Rome and Honeycrisp.

“This season, we have more Fuji, Gala and Granny Smith in storage than last year,” he went on to say. “But we do have fewer Red Delicious, Pink Lady and Jonagold.”

Loren Queen, marketing and communications manager for Domex Superfresh Growers in Yakima, WA, couldn't be more pleased with the 2010-11 apple season. "This is a vintage year for eating a good apple," he told The Produce News.

Mr. Queen said that apple volume for the 2010-11 crop increased approximately 15 percent when compared to last season. “New growers are coming on board,” he stated. “New blocks are coming into production.”

With apple movement brisk for Northwest growers, Mac Riggan, vice president of marketing for Chelan Fresh Marketing in Chelan, WA, said his company is seeing the 2011-12 season shape up to "be like 2007," a solid year for fruit.

“Apple movement out of the Northwest is good right now,” Mr. Riggan said. “The real uptick has been in export. We've seen twice as many loads go out as we did last year.”

He attributed the jump in foreign sales to the drop in dollar value and the shortage in global supplies.

Good volume, good demand and good taste are only the start of the characterizations of the 2010-11 apple season for Brett Burdsal, marketing manager for Columbia Marketing International in Wenatchee, WA. "Demand is up, and volume is up from last year," he told The Produce News in mid- December. “Demand is very strong.”