WAPA was officially launched at the Prognosfuit Conference of August 2001. At the time of WAPA’s creation, apple and pear industries were in crisis. This crisis was symptomatic of the global industry rather than any particular region and was characterised by low prices, oversupply of produce and ever-increasing role of retailers aiming to cut costs.
With this in mind, leading producers from major producing countries united through WAPA, to work together to discuss solutions to these problems and to convey a single voice from the industry.
The main objectives of the association are to:
•provide a forum for apple and pear
producing countries to discuss
issues of mutual importance;
•foster and grow the apple and pear
businesses of members;
•discuss solutions to supply and
demand to better reward producers;
•foster and encourage initiatives to
assist members; and
•liaise with the trade to bolster the
position of producers in the supply
chain.
WAPA chairman Jacques Vanoye, an apple producer from France and chairman of the French Apple Marketing Commission, says: “The northern and southern hemisphere producers were used to meeting each other in informal gatherings, but there had never been any formal forum for discussion. As we all recognised that the apple and pear industry was nearing crisis point, we decided to create that forum and to regularly discuss ways to improve apple and pear consumption.”
Tom Lyall at the WAPA secretariat adds: “In order to address the above objectives and to achieve our goals, members meet on a regular basis, approximately three times a year, and discuss issues of common concern. Topics vary depending on the season and legislative environment but a wide array of issues are also touched upon. These discussions are often based on results of statistical analysis performed by the secretariat.
“In addition, the association is looking in more detail at the issues of supply and initiatives to boost demand with a view to contributing towards a stronger global market.”
Vanoye says: “We are a lobbying association - we have no statutory powers. But what we can do is dispense advice to our members about the need to supply a consistently good quality apple into the marketplace. One method of improving consumer satisfaction is through the quality of the product supplied. Many consumers are unsatisfied if the product they receive is over or under mature, or in the case of apples, mealy. One only has to look at the strength of new varieties and their ability to hold their prices as a clear indication that the eating quality, or organoleptic properties, of apples and pears are fundamental in determining consumer demand. There is a market in the world for all qualities, but we express the need for a minimum guaranteed standard for our members.”
To that end WAPA commissioned a report in 2002 into the organoleptic properties important for apple and pear production and from this developed organoleptic best practices for the industry. Written by renowned research institute HortResearch of New Zealand, the report covers all literature on the subject to be as all encompassing as possible, delivering best practices to growers based on sound science and a thorough understanding of the market.
“Our members have now implemented these best practices in an attempt to ensure that produce quality is maximal when it leaves the packhouse,” says Lyall. “These recommendations principally concern firmness of the fruit which is paramount to quality and can subsequently be used to identify negative characteristics such as mealiness or immaturity.”
The effects of this best practice on the world market will not be obvious immediately, says Vanoye, but the encouragement for WAPA members to develop good habits and production standards can only have a positive impact on the market of the future.
A global consumer trend has emerged regarding awareness of the nutritional benefits of consuming certain fruit and vegetables. Many generic initiatives have been launched to raise consumer awareness of the healthy properties of these products but not specific to any particular market. A review of all scientific literature was initiated by WAPA to gather the necessary information on which to base promotional messages. This work was carried out by Stephanie French of the UK’s Harlequin Plus, and performed a review of the results of about 500 peer-reviewed scientific studies to identify common nutritionally orientated messages for promotional use.
“The nutritional benefits of apples are not specific to one country or one region of the world,” says Vanoye. “But the strong messages that are being put across in some places are not being heard in others. We are not dreaming of a world apple promotion campaign, but through WAPA the apple industry will have the facts at its disposal to convey a united message to consumers around the world.
“Such work has never been carried out in an efficient manner before, but we know what work is in progress now and it is easier to decide what is the best way to disseminate and use the information we have.”
From this preliminary information, marketing strategies were identified which could disseminate the information to promote sales of apples and pears. The health benefits identified related to reduced incidence of major illnesses concurrently with greater consumption, in addition to improvement in general health.
Lyall says: “Our research into the nutritional benefits of apple and pear consumption comes at a time when governments and international organisations such as the World Health Organisation are attempting to promote increased consumption of apple and pears to combat health problems such as obesity. With obesity having risen 50 per cent to 300 million people globally in 15 years, apples and pears are ideally placed to provide alternatives to fatty, highly calorific snacks. The ease of eating apples and pears lends support for a prominent role in everyone’s diet.”
Another area that has been high on the agenda has been the formulation of a common position on sizing and maturity of apples. The European Commission has made it clear that it will implement a regulation on the matter, and Vanoye believes a harmonised approach from producers adds strength to their lobbying position. “Both the northern and southern hemispheres need to have a common stance, but this is difficult to achieve as there are many different positions. My opinion is that small sizes in general do not offer the consumer the best quality, but there are exceptions such as Cox in the UK. Uniformity is impossible, we need for instance to discuss forming a third category for higher density varieties such as Braeburn and Gala,” he says.
“Some people believe that the market should be totally unregulated and free, but at what price does that come for the producer? There must be increased regulation to protect the interests of all producers and the consumer. Only by working together can we ensure that legislation is realistic when it is put in place.”
WAPA provides the apple industry with a forum for discussion, for information sharing and collaborative work on non-competitive issues. “It’s well known that it’s good to talk,” Lyall adds, “but this concept is essential in our industry where producing countries are looking to improve efficiency in today’s markets under increasing market regulation. Some of the larger issues within the industry require the collective will and focus from all countries, but this isn’t always the case.
“To unite and discuss topics of common interest allows producers to evaluate which issues can be addressed at the global or national level. WAPA does not aim to interfere with the individual goals of national associations, more to allow these bodies to communicate and take advantage of collective strength the association brings to the industry.”
To have reached the position WAPA finds itself in already represents a significant feat. Members have recognised the benefits of information sharing and have proved willing to participate in schemes for a common benefit. As WAPA is an association still in its infancy, the progress made to date signals good things to come. The association is attracting a greater participation from members and is now developing further initiatives on which to achieve its goals.
The changing world order also leaves WAPA with new horizons to explore. Lyall says: “With the enlargement of the EU and the development of the Chinese industry, WAPA is looking to attract members from these regions once the private sector industry associations develop clearer structures. It is essential that WAPA has representatives from within the sector who can make key decisions on behalf of their national industry for the common good of the global industry.”
Vanoye says that in the case of China, it is not just a case of securing participation, but finding the right people to represent the industry. “We want Chinese involvement, but it has to be the correct organisation,” he says. “We need private sector participation, not the government - it is the growers that influence best practice most and I am confident that we will find the right avenue soon.”
As the association places significant emphasis on the need for open communication among members and with the general public, a website is being developed to further disseminate its work. The WAPA website will contain a variety of information for members and non-members. It is hoped that much of the work conducted to date will be available on the site, accessible to anyone wishing to further the common good of the industry.
“If you ask me to change the habits of the trade around the world, it is a big, big job,” says Vanoye. “But we are trying. We are not unrealistic and we know that it takes time and a lot of commitment to achieve the things we are trying to do.” The hardest part of any challenge is often the start - WAPA has built its own momentum and a platform for all of its members to reap the long-term harvest.
MEMBERS
Country Representative organisation
Argentina CAFI
Australia Horticulture Australia/ Australia Apples and Pears
Belgium Verbond van Belgische Tuinbouwveilingen
Brazil Associacao Brasiliera de Productores de maca
Canada Canadian Horticultural Council
Chile ASOEX- Chilean Fresh Fruit Exporters Association
France INTERFEL
Germany Bundesvereinigung der Erzeugerorganisationen
Obst & Gemuse
Italy ASSOMELA
Netherlands Dutch Produce Association
New Zealand Pipfruit New Zealand Incorporated
South Africa Deciduous Fruit Producers Trust
UK English Apples and Pears
US California Pear Bureau, Pear Bureau North West, US
Apple Association Information
The vice presidents are Kevin Moffit, president and chief executive officer of Pear Bureau Northwest, USA and Chris Zanobini, executive director, California Pear Bureau, USA. The secretariat is based in Brussels, taking advantage of the presence of key decision makers within the heart of Europe.
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