The Washington Apple Commission (WAC) has elected Dave Robison as its new chairman at it recent board meeting. Cass Gebbers becomes vice chairman, Todd Fryhover president and secretary and Robin Mooney is named vice president and treasurer.
Robison is a third generation apple farmer based in Chelan, Washington and a member of the Chelan Fruit Coop. Cass Gebbers is president and CEO of Gebbers Farms, a family-owned and managed agricultural company which owns orchards, cattle, and the recently opened the Gamble Sands golf course in Brewster, Washington.
WAC thanked outgoing chair Brian Alegria for his leadership and involvement in commission activities over the past two years on the executive committee.
Among topics discussed at the meeting was the need for consistent and uniform use of the Washington apple logo on stickered fruit in foreign markets. Commission president Todd Fryhover told the board that Washington growers have invested US$650m in the Washington Apple brand over the past 75 years.
In order to maintain the brand equity and recognition overseas he suggested that shippers tie into the branded activities in these markets. With increased apple production forecast worldwide and increased competition from other apple-producing origins in export markets, supporting brand activities at consumer level will be crucial in increasing consumption of Washington apples in these markets, the meeting heard.
The board also approved the export budget of US$7.7m for the upcoming 2016/17 crop, based on a harvest of 135m cartons. Of this, US$5.1m is in the form of dedicated Market Access Programme funds to assist in promotional activities in 23 countries.
The WAC is the international marketing arm of the Washington apple industry and conducts promotions in foreign markets to drive consumer demand for apples from Washington State, which produces over 90 per cent of US apple exports.
