USApple forecasts smaller national crop than last year
USApple forecasts smaller national crop than last year
CHICAGO -- National apple production looks to be 6 percent lower than last year and 1 percent lower than the five-year average, according to figures released by the U.S. Apple Association at its annual Apple Crop Outlook & Marketing Conference, held here Aug. 17-18.
The detailed crop overview was one of the highlights of the conference, which also featured the announcements of the 2006 Apple Grower of the Year and National Apple Month's Merchandiser of the Year. There were also sessions giving an outlook on European apples, Chinese apples, Canadian apples and Mexican apples, as well as presentations by two retailers. Close to 300 people attended this year's conference, according to Shannon Schaffer, USApple's manager of membership and communications.
Following opening remarks by Ken Guise of Knouse Foods Cooperative in Peach Glen, PA, USApple Vice President Jim Cranney discussed his organization's forecast for the 2006-07 crop, both nationally and regionally.
USApple is forecasting a total U.S. apple crop (fresh and processed) of 221,216,000 bushels, down 6 percent from last season and down 1 percent from the five-year average. (The U.S. Department of Agriculture is forecasting 229,040,000 bushels for 2006-07, down 2 percent from last season but up 2 percent from the five-year average.)
By region, USApple is forecasting the East to produce 52,990,000 bushels, down 3 percent from last season and unchanged from the five-year average. Within this region, production in New York state (top in the East) is forecast at 25 million bushels, up 1 percent from last season and up 4 percent from the five-year average. Production in Pennsylvania (second in the East) is forecast at 10,250,000 bushels, down 16 percent from last season and down 3 percent from the five-year average. The other states that comprise the East region, in descending order of volume, are Virginia, North Carolina, West Virginia, New Jersey, Maryland, Vermont, Massachusetts, Maine, New Hampshire, Connecticut, Georgia, South Carolina and Rhode Island.
USApple is forecasting the Midwest to produce 28,250,000 bushels, up 6 percent from last season and up 7 percent from the five-year average. Within this region, Michigan (top in the Midwest) is forecast to produce 19 million bushels, up 2 percent from last season and up 4 percent from the five-year average. The other states that comprise the Midwest, in descending order of volume, are Ohio, Wisconsin, Indiana, Missouri, Illinois, Minnesota, Tennessee, Kentucky and Iowa.
USApple is forecasting the West to produce 139,976,000 bushels, down 9 percent from last season and down 3 percent from the five- year average. Within this region, Washington (top in the West) is forecast to produce 125 million bushels, down 9 percent from last season and down 2 percent from the five-year average. California (second in the West) is forecast to produce 8 million bushels, down 5 percent from last season and down 22 percent from the five-year average. The other states that comprise the West, in descending order of volume, are Oregon, Idaho, Arizona, Utah and Colorado.
Mr. Cranney told the audience that the national apple industry was seeing minimal carryover stocks heading into the 2006 harvest, good varietal distribution, a recovering export picture and quality improvements.
Among the changes in the apple industry over the last few years, Mr. Cranny noted the declining volume of Red Delicious and Golden Delicious and the increasing volume of new varieties such as Gala and Fuji.
In summary, he said, "The prospects for 2006 could not be better."
In another highlight at the conference, Kay Rentzel, who heads the association's National Apple Month program, announced Sweetbay Supermarket in Tampa, FL, as 2006 Merchandiser of the Year. Steve Williams, the chain's director of produce and floral, accepted the award.
"This year's recipient combines passion, knowledge and excitement with outstanding quality value and variety to offer a one-of-a-kind shopping experience for their customers," Ms. Rentzel said in presenting the award. "Each store is a cornucopia of enticing sights, scents and textures. Their customers always find an abundance of fresh-picked produce, top quality meats, diverse ethnic offerings, oven-fresh baked goods, an expansive deli selection and well-stocked grocery aisles."
Brian Sparks of Meister Media Worldwide presented the 2006 Apple Grower of the Year Award to Daniel A. Boyer of Ridgetop Orchards in Fishertown, PA.
As part of the first general session, Ronald G. McCormick of Wal- Mart Stores spoke about "Wal-Mart's fresh produce vision and apple industry role."
Mr. McCormick, vice president and divisional merchandise manager of produce and floral, noted that the Bentonville, AR- based retailer has over 2,000 supercenters and over 100 neighborhood stores in the United States. It also has 35 food distribution centers, and will be opening three more this year.
He said that Wal-Mart was always looking to see what could be done differently to better serve its customers, because in answer to the question, "Who's number one?" the answer "is always the same: the customer."
He said that Wal-Mart stresses "everyday low prices" so that shoppers don't have to wait for a sale, while at the same time realizing that "you still have to have price, quality and visibility."
As one example of how his company stays relevant to its customers, he noted that while six states account for the vast majority of apples produced domestically, Wal-Mart still buys apples locally for the many shoppers who prefer supporting their local farmers during the season.
Recognizing the healthy aspects of fresh fruits and vegetables -- and in an effort to encourage their consumption -- Mr. McCormick announced that Wal-Mart would allow all of its employees to use its 10 percent associates' discount when purchasing fresh fruits and vegetables at Wal-Mart. This employee discount could take effect around Oct. 1, he said.
James Parker, retail produce coordinator of Whole Foods Market in Watsonville, CA, spoke on the topic, "Beyond organics at Whole Foods Market."
Noting that some in the industry have posed the question of whether organic product is a fad or a trend, he stated that "our perception is that it is a trend."
He said that the popularity of organics is growing, led by the hugely influential baby boom generation and its strong interest in health and wellness. "The baby boomers are in the driver's seat on this," he said, and the trend is carrying over into the next generation, too.
The resurgence in the popularity of local products is also fueling the higher consumption levels of fresh fruits and vegetables, he noted. Also spurring consumption is what he termed the "good food revolution," in which people are looking for not just locally produced food but also "good food with good flavor, taste and texture." He said that many consumers are often more concerned with food that has great flavor than simply "how it looks."
The detailed crop overview was one of the highlights of the conference, which also featured the announcements of the 2006 Apple Grower of the Year and National Apple Month's Merchandiser of the Year. There were also sessions giving an outlook on European apples, Chinese apples, Canadian apples and Mexican apples, as well as presentations by two retailers. Close to 300 people attended this year's conference, according to Shannon Schaffer, USApple's manager of membership and communications.
Following opening remarks by Ken Guise of Knouse Foods Cooperative in Peach Glen, PA, USApple Vice President Jim Cranney discussed his organization's forecast for the 2006-07 crop, both nationally and regionally.
USApple is forecasting a total U.S. apple crop (fresh and processed) of 221,216,000 bushels, down 6 percent from last season and down 1 percent from the five-year average. (The U.S. Department of Agriculture is forecasting 229,040,000 bushels for 2006-07, down 2 percent from last season but up 2 percent from the five-year average.)
By region, USApple is forecasting the East to produce 52,990,000 bushels, down 3 percent from last season and unchanged from the five-year average. Within this region, production in New York state (top in the East) is forecast at 25 million bushels, up 1 percent from last season and up 4 percent from the five-year average. Production in Pennsylvania (second in the East) is forecast at 10,250,000 bushels, down 16 percent from last season and down 3 percent from the five-year average. The other states that comprise the East region, in descending order of volume, are Virginia, North Carolina, West Virginia, New Jersey, Maryland, Vermont, Massachusetts, Maine, New Hampshire, Connecticut, Georgia, South Carolina and Rhode Island.
USApple is forecasting the Midwest to produce 28,250,000 bushels, up 6 percent from last season and up 7 percent from the five-year average. Within this region, Michigan (top in the Midwest) is forecast to produce 19 million bushels, up 2 percent from last season and up 4 percent from the five-year average. The other states that comprise the Midwest, in descending order of volume, are Ohio, Wisconsin, Indiana, Missouri, Illinois, Minnesota, Tennessee, Kentucky and Iowa.
USApple is forecasting the West to produce 139,976,000 bushels, down 9 percent from last season and down 3 percent from the five- year average. Within this region, Washington (top in the West) is forecast to produce 125 million bushels, down 9 percent from last season and down 2 percent from the five-year average. California (second in the West) is forecast to produce 8 million bushels, down 5 percent from last season and down 22 percent from the five-year average. The other states that comprise the West, in descending order of volume, are Oregon, Idaho, Arizona, Utah and Colorado.
Mr. Cranney told the audience that the national apple industry was seeing minimal carryover stocks heading into the 2006 harvest, good varietal distribution, a recovering export picture and quality improvements.
Among the changes in the apple industry over the last few years, Mr. Cranny noted the declining volume of Red Delicious and Golden Delicious and the increasing volume of new varieties such as Gala and Fuji.
In summary, he said, "The prospects for 2006 could not be better."
In another highlight at the conference, Kay Rentzel, who heads the association's National Apple Month program, announced Sweetbay Supermarket in Tampa, FL, as 2006 Merchandiser of the Year. Steve Williams, the chain's director of produce and floral, accepted the award.
"This year's recipient combines passion, knowledge and excitement with outstanding quality value and variety to offer a one-of-a-kind shopping experience for their customers," Ms. Rentzel said in presenting the award. "Each store is a cornucopia of enticing sights, scents and textures. Their customers always find an abundance of fresh-picked produce, top quality meats, diverse ethnic offerings, oven-fresh baked goods, an expansive deli selection and well-stocked grocery aisles."
Brian Sparks of Meister Media Worldwide presented the 2006 Apple Grower of the Year Award to Daniel A. Boyer of Ridgetop Orchards in Fishertown, PA.
As part of the first general session, Ronald G. McCormick of Wal- Mart Stores spoke about "Wal-Mart's fresh produce vision and apple industry role."
Mr. McCormick, vice president and divisional merchandise manager of produce and floral, noted that the Bentonville, AR- based retailer has over 2,000 supercenters and over 100 neighborhood stores in the United States. It also has 35 food distribution centers, and will be opening three more this year.
He said that Wal-Mart was always looking to see what could be done differently to better serve its customers, because in answer to the question, "Who's number one?" the answer "is always the same: the customer."
He said that Wal-Mart stresses "everyday low prices" so that shoppers don't have to wait for a sale, while at the same time realizing that "you still have to have price, quality and visibility."
As one example of how his company stays relevant to its customers, he noted that while six states account for the vast majority of apples produced domestically, Wal-Mart still buys apples locally for the many shoppers who prefer supporting their local farmers during the season.
Recognizing the healthy aspects of fresh fruits and vegetables -- and in an effort to encourage their consumption -- Mr. McCormick announced that Wal-Mart would allow all of its employees to use its 10 percent associates' discount when purchasing fresh fruits and vegetables at Wal-Mart. This employee discount could take effect around Oct. 1, he said.
James Parker, retail produce coordinator of Whole Foods Market in Watsonville, CA, spoke on the topic, "Beyond organics at Whole Foods Market."
Noting that some in the industry have posed the question of whether organic product is a fad or a trend, he stated that "our perception is that it is a trend."
He said that the popularity of organics is growing, led by the hugely influential baby boom generation and its strong interest in health and wellness. "The baby boomers are in the driver's seat on this," he said, and the trend is carrying over into the next generation, too.
The resurgence in the popularity of local products is also fueling the higher consumption levels of fresh fruits and vegetables, he noted. Also spurring consumption is what he termed the "good food revolution," in which people are looking for not just locally produced food but also "good food with good flavor, taste and texture." He said that many consumers are often more concerned with food that has great flavor than simply "how it looks."
