James Michael, vice president of marketing - North America for Washington State Fruit Commission, said growers in the Pacific Northwest are expected to produce stone fruit volume this season that is roughly the same as 2014. After conferring with regional growers, he provided The Produce News with insights about the 2015 crop.

“Like their neighbors in the orchards, peaches, nectarines, prunes and plums are all a little early this year,” he stated. “Not as far ahead as the cherry crop, but at least a week ahead of normal.” Favorable conditions during the production season will translate to excellent quality. “Consistent spring weather like we had typically returns larger sizes with a deeper flavor profile,” he commented.

Apricot production ramped up in early June and was expected to continue through the month. “We don’t have updated acreage numbers, as the U.S. Department of Agriculture does this every four years. But its interesting to note that the apricot crop just getting underway is expected to be similar in size to last year’s large 7,500 ton crop,” Michael commented.

Organic apricots are making their mark. “It may only be 2 percent of the U.S. category, but it’s growing at three times the rate of conventional,” Michael said. “About one-third of our entire stone fruit crop is shipped as organic.

“The other stone fruit crops will begin in mid-July, picking up speed as the calendar switches to August, and then going strong until the end of the month, with the late fruit still shipping out in early September,” he continued.

Stone fruit markets outside the United States continue to be cultivated, and Michael said Canada is showing “huge growth.”

Looking at promotions, the push is on to encourage consumption of stone fruit from the Pacific Northwest. “Peaches and plums in particular have been shown to be incredibly healthy, with significant impacts on one’s health,” Michael noted. “The Fruit Commission is planning a big push to encourage consumers to have both ‘Taste & Health’ with a piece of Washington stone fruit this summer. A piece of fruit isn’t a thing to be eaten, it’s in someone’s kitchen to serve a purpose. We believe Washington fruit serves two: taste and healthy nutrition.”

The commission monitors consumer trends and purchases. “A little over one-third of American households purchase peaches, five times more than buy kale. And when they do, they typically buy them three times across the year,” Michael stated. “The superior growing climate in the Northwest builds flavor profiles which leave a strong impression on consumers. Retailers should align their brand with those impressions of quality and sweet health to finish out their stone fruit promotions. A peach customer’s shopping basket is a full-third larger than a non-buyer, which is significant in these tough economic times for retailers. The typical peach consumer is a middle-income to affluent empty nest couple, who like to cook with fresh ingredients and choose foods with a healthy focus. Tailoring displays and promotions to appeal to those value-triggers will help boost summer fruit sales.”