US marketing group Washington Apple Commission’s (WAC) long-term goal is to develop demand in India for its bi-coloured varieties since Red Delicious plantings are in decline, revealed Keith Sunderlal, founder of SCS group, which represents Washington Apples in India.
This is no mean feat since Indian consumers prefer single-coloured fruit and view bi-coloured skin as a flaw.
“We will overcome this with sampling,” he said.
“Eventually we will develop new varieties in India because Red Delicious is no longer being planted in Washington, just replaced,” Sunderlal explained. “There is growth however in Gala and Fuji, and Honey Crisp – big time.”
Five years from today Red Delicious will no longer be the number one apple variety produced in Washington state, he said.
“There could be potential for Washington Fuji in India because Chinese Fuji no longer comes into the market because it’s too expensive. So there’s a gap for Washington apples if we brand it right,” said Sunderlal.
WAC this year launched a series of so-called Washington apple roadshows across Indian cities, to promote and extend the reach of its Red Delicious.
The campaign is paying off, with import volumes double last year, said Sunderlal.
“The timing was perfect for the roadshows: there was no Chilean fruit this season so Washington volumes moved really well,” he said. “We hope to do the roadshow over next three years.”
