The Washington Apple Commission (WAC) has set aside US$743,500 for the reintroduction of promotional programmes in the Chinese market this season, according to Capital Press.
The industry body suspended its retail promotions in the Asian nation two years ago, after market access for US-grown Red and Golden Delicious apples was revoked. The commission has continued to invest in trade education in China over this time.
With the Washington industry working closely with the USDA to reopen the market in time for the upcoming season, WAC president Todd Fryhover said it was important to include a fully funded Chinese programme in this year’s promotional budget, which has increased 15 per cent to US$7.4m. The new budget kicks in with the fall harvest and covers year-long sales until 1 July 2015.
The promotional spend in China will be WAC’s third largest, behind Mexico (US$1.1m) and India. Fryhover said WAC will also be increasing its focus on markets in South East Asia, where it hopes target a growing demand for high quality fruit amongst the region’s expanding middle class
“The key is understanding the domestic market so we can anticipate what needs to be shipped internationally and then fit markets to meet those needs,” Fryhover told Capital Press.
