Conditions are ripe for an outstanding apple season for Sage Fruit Co. in Yakima, WA. “The winter months are very important for domestic crops. Condition plays a big part in what volume is shipped from December through February,” President Chuck Sinks told The Produce News on Dec. 7. “The fruit we have in storage right now has great storability. So that should keep things on schedule.” As a general rule, he said more apples are shipped during the fall and winter than during the spring and summer.

According to Mr. Sinks, Washington has seen record apple shipments this season. “This is due to regional crops being down and a sizable crop that picked out longer than anticipated,” he explained.

Mr. Sinks said the effect of a hailstorm, which cut a damaging swath in Washington’s apple growing regions in July, was mitigated by favorable conditions as the harvest ramped up. “Coming into the harvest, we expected to have a large 2012-13 apple crop,” he commented. “The hail storm that hit Washington state added a dimension of uncertainty as we began harvest because we did not know the extent of the damage. Favorable weather during harvest allowed fruit to continue to size up and most varieties picked out long. Our original prediction of a very large crop turned out to be reality.”

With overall sizing being up one to two sizes when compared to the 2011-12 crop, he added, “We have a substantial crop with a variety of sizes and grades to suit our customer’s needs. We have experienced great quality this year and also have hail grade available for value buys.”

Sage Fruit teamed up with National Broadcasting Co. as the exclusive Washington apple shipper of the “BIGGEST LOSER” apple brand. “To support this program, we have Biggest Loser-themed posters, tote bags, secondary display bins and poly bags to support retail ads and promotions,” Mr. Sinks noted.

The company also introduced its new “Sage Sweet” premium apple program this season. According to Mr. Sinks, Sage Fruit guarantees the brix and pressure of every apple packed under the “Sage Sweet” label.

“Sage Sweet is available in bags and tray-pack and is available after the first of the year,” Mr. Sinks said. Varieties marketed under the branded program are Red Delicious, Fuji, Gala and Braeburn.

On the social media front, Mr. Sinks said Sage Fruit promoted Kaci Komstadius to the newly created position of social media director. "Because of her efforts, Sage Fruit is a front runner with social media in the apple industry,” he added.