The total northern-hemisphere apple crop this season is one of the lowest in 20 years and should be manageable for the industry, this month's issue of the World Apple Report finds.
However, this smaller crop may create problems long-term if the industry is not careful. Authors of the report, published by US-based Belrose Inc warn that apples have already been losing shelf space in recent years and may find it harder to win it back when a larger volume crop comes along.
"The smaller crop also takes the pressure off the industry to find solutions to some of its more pressing long-term problems:-mediocre-quality apples-and-how to deal with weakening consumer demand," stated the report.
This season the trade needs to be more selective about the apples it sends to market. "The goal should be to leave consumers wanting more apples so when larger crops return, demand will remain strong," warned the report.
Growers should not be tempted to send fruit to market that is not up to scratch and as in plentiful years should divert mediocre fruit to processing. If not, there will be consequences for long-term demand if consumers feel they are paying more for fruit when eating quality is disappointing.
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