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honing in on their taste preferences is some of what the Washington Apple Commission does, explains Lyons. “We conduct consumer research in several of our key markets and rely on our network of contracted representatives to provide market insight, and we communicate with in-market trade partners, as well as coor- dinate our activities to help increase their sales.”
PROPRIETARY AND PROUD OF IT
The excitement over proprietary varieties is growing. “Last year SweeTango, a Honey-
crisp + Zestar cross out of the University of Minnesota, was one percent organic. This year 40 percent of our SweeTango crop is organic,” says Roger Pepperl, marketing director at Stemilt Growers, Wenatchee, WA.
While the organic program at Stemilt is growing by ‘leaps and bounds,’ according to Pepperl, its conventional program is expanding too. Rave, a new proprietary variety that was in testing at Stemilt last year, will be available in volume this season. “As the earliest apple to be harvested in Wash-
n JOIN THE CLUB
Over the past 10 years, plantings of proprietary varieties, or as they are also known, ‘club varieties,’ have increased the offerings out of Wash- ington state. In contrast to generic vari- eties such as Red Delicious, Gala, Fuji, Granny Smith and Honeycrisp, propri- etary varieties, such as Aurora, Breeze, Cosmic Crisp, Juici, Opal, Pacific Rose and SugarBee, are grown by a limited number of growers and marketed by an exclusive marketing arrangement.
Because of controlled production, supplies are more limited, and there- fore, usually offered at higher price points. Each proprietary variety has its own characteristics, and retailers can use them to appeal to their more adventuresome customers who like to try new produce items. pb
Source: Washington Apple Commission
36 / AUGUST 2018 / PRODUCE BUSINESS
ington, (late July/early August) Rave is 2-3 weeks earlier than any other variety,” says Pepperl. “This is very exciting for retailers to be able to fill the gap of the month of August.”
The secret to Rave’s earliness is that while most apple varieties change color in the cold weather of late fall, Rave tends to color in the heat. Described as crisp, crunchy and juicy, with a ‘sprightly’ flavor, Rave is a Honey- crisp + MonArk cross-developed out of the University of Minnesota. Stemilt Growers holds the license to grow, pack and market the fruit in North America. “We have lots of in-store programs, and we plan to have 60,000 cases this year, with volume doubling for next year,” says Pepperl.
Regarding last season’s apple sales, Chelan Fruit’s Riggan says, “In general, the club and proprietary varieties are the bright spot in apple sales.” Riggan notes Honeycrisp and Envy varieties are selling better than older, more established varieties. “We’re seeing consumers buying more apples in these vari- eties because they offer more consistency in eating quality.” Riggan says Millennials are the catalyst for growing sales. “There is a trend toward spending more money on excel- lent eating quality,” he explains.
In late September, another proprietary variety in its third year of production will hit the shelves from Chelan Fruit, this one