Roger Pepperl, director of marketing for Stemilt Growers Inc. in Wenatchee, WA, said there’s a catch phrase in Washington that may describe the dynamics of the coming apple season. “Big crops get bigger. Small crops get smaller,” he told The Produce News on Aug. 20. Hard data about the impact of a July 20 hailstorm and other weather-related events in Washington will not be determined until later in the season. But Mr. Pepperl said the numbers have begun trending upward, and this is a hopeful sign.

“Like everyone out here, we had some hail,” he stated. “It might, in the end, bring us down 10 to 15 percent.”

The state’s producers, including Stemilt, were anticipating a bumper crop before weather became a factor. While the company has slightly increased its production acreage, Mr. Pepperl attributed boosts in volume to horticultural practices such as high density plantings and pruning techniques which increase tree vigor and productivity.

Looking at the coming season, he said Stemilt expects to market an apple volume similar to the 2011-2012 season. “We’ll have a good sized apple crop this year,” he stated. Stemilt will also promote marketable hail-grade product to keep apples moving through the pipeline.

The first apple variety to be picked by Stemilt is the SweeTango a new variety that is a cross between Honeycrisp and Zestar apples. The SweeTango fractures like a Honeycrisp and has good sugars. “We’ll start picking at the end of this week,” he stated. Gala production will ramp up at the same time.

The company markets a full apple manifest, and other varieties will follow in normal succession. Organic product, marketed under the “Artisan Organics” label, accounts for 20 percent of Stemilt’s apple volume.

Damage which occurred during the hailstorm affected fruit, not the trees. Mr. Pepperl was asked what kind of sizing he anticipates. “That’s a good question,” he responded, adding that he’s looking for good sizing. “The apples had good cell division after pollination.” He’s anticipating a peak on 88s. “It’s going to be classic sizes,” he added.

Although he expects a good supply, he said smaller-sized apples will not be as plentiful this season. “I expect super high demand for three-pound bags,” he stated. Stemilt will continue to capitalize on its commercially successful “Lil Snappers” program, which provides smaller-sized apples for children in three-pound bags. “This returns more dollars and moves more bags when compared to other three-pound bags,” he stated.

Looking at other retail opportunities, he went on to say, “Michigan won’t have any volume for [three-pound] bags, so people need to look at five-pound bags. You can’t look at this crop like you did last year.”

He said category management will be critical this season. “Maximizing your ads will be important,” Mr. Pepperl observed. “Focus on your supply.”

Consumer interest in locally grown and locally available produce continues to grow. With diminished national supplies, Mr. Pepperl said retailers should take advantage of promotions that emphasize family farming and geographic characteristics which serve as the foundation for superior fruit. “Washington is a great place to grow apples,” he continued. “Focus on locale.”

Stemilt plans to introduce a new apple carton this year for use by the company’s retail partners.