The news that the California Tree Fruit Agreement (CTFA) may cease to exist is disappointing.
The 77-year-old association based in the San Joaquin Valley is steeped in the history of an iconic stonefruit crop emanating from the Golden State.
But the past counts for little in a market where innovation is becoming more and more vital and competition fiercer than ever.
The decision by peach and nectarine growers to effectively cut their marketing budget as poor worldwide economic conditions combine with difficult crop conditions is perhaps unsurprising.
After all, marketing budgets are often the first to go when business is tough and, while undoubtedly proven to work in some cases, the effects of generic produce marketing are often difficult to measure with the number of variables affecting the price, quality, availability and on-shelf presentation of fresh produce.
It should be noted that the peach and nectarine growers almost attained the 66 per cent support they needed to continue the agreement and the CTFA still includes the plum marketing order.
Moreover, the resounding message is that growers, while finding it tough to pay the levy fee, are still keen to export to the UK and attain the returns which a market that demands such high phytosanitary requirements should offer.
It is key that growers and exporters recognise the value of long-term marketing in a trade that relies on lasting relationships.
A sobering situation then and one which is likely to see more growers worldwide watching their wallets.
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