Washington State is known as one of the premier apple-growing areas in the world. The nutrient-rich soil, arid climate, plentiful water, and advanced growing practices provide the right ingredients for producing top-quality fruit.
Over the last 10 years the region, originally famous for its Reds, Goldens and Grannies, has branched out, tapping into the up-and-coming trends for Braeburn, Pink Lady, Cameo, Fuji, Gala and Jonagold.
Benefiting from its climate, the fruit also grows under ideal temperatures to limit disease and pest problems, leading to a reduction in the use of controls on insects and pests.
George Smith, European director of the Washington Apple Commission, says: “Washington’s grading standards for all apples are more stringent than standards used in any other growing region in the world.
“As a result, Washington’s organic apples are distinguished as well, providing the best organic apple quality that money can buy.”
Traditionally the marketing mix has been spilt between two thirds fresh consumption, and one third juice, cider, apple sauce and foodservice.
At the last count in 2000 there were an estimated 170,000 acres devoted to raising apples of which 147,000 acres had trees mature enough to produce fruit for commercial use during 2001. Smith says: “We have moved on from there but we are still waiting for a new count.
“Our strength is in our product, Washington apples offer consistent quality, and they are safe, healthy and fun to eat.”
He says the industry is at the cutting edge of best agricultural practices with state of the art packing facilities. “This is underwritten by consistent supply, we have access to all developed markets and have built strong import/export relationships around the world.”
A key part of Smith’s role is to boost market share in the UK and create awareness of his products origin at the point of purchase, and threats are never far away.
“We face stiff competition from cheaper sources. This includes UK domestic production of Cox, still the preferred apple during its season, France is just across the channel along with Italy, and now Poland is throwing its big production hat into the Euro ring.”
He said increased costs in regards to shipping rates are also causing problems for US producers.
And of course, there are always the regular trade disputes: “Apples have always been top of the EU list when trade retaliation measures are taken against the US.”
Despite this however, Washington apples still have a great deal of opportunities within the UK market.
Smith says: “The UK is an exciting and important export market. The evolving packaging, promotion and retail trends are developed in the UK and re-exported back to US within 2-3 years.”
Both the volume and value of Washington apple exports to the UK have grown in the past five years. (the 2003-04 crop saw UK sales up 8.3 per cent). The UK ranks in the top 10 export markets.
He says the growing consumer trend toward snacking and eating between meals also provides opportunities for Washington apples to increase consumption.
The region has also adapted to the changing consumer tastes in the UK: “Over the past decade the varietal mix from Washington has been well placed to offer the discerning consumer some new and exciting eating experiences.
“Our export mix this past season has been split between Reds, Pink Lady/Washington Pink and organics. This has been the case for around five seasons and it’s a healthy trend that we see growing,” says Smith.
Reds are normally packed in Euro Cartons with very high pressures, 85 per cent plus red skin colour and high sugar. Smith claims the attention to packout has created a renaissance in red apple consumption amongst red consumers.
“Pink Lady has also been an outstanding performer for our industry but the unique microclimate we enjoy as growers gives our apples a higher colour,” he says.
“This meant it excluded a major slice of our Cripps Pink apples from being included under the Pink Lady brand.”
As a result, the WAC came up with a solution, says Smith: “Having had success with the now world famous ‘Washington Reds’ another industry label was created called Washington Pink to enable those high quality Cripps Pink apples to be marketed with great success.”
The WAC sales promotion programmes have always been balanced between the major retail chains and the wholesale fruit markets, says Smith.
Retail promotions are geared to support a mix of Reds, Pinks and organics with market activities supporting Reds and Pinks with a heavy emphasis on Red’s.
Smith says: “Last October we teamed with English Heritage and The Dungeons to offer free admission to spooky castles and dungeons with every kilo of organic Washington apples purchased.
“The consumer was presented with free entrance vouchers plus recipes for monster treats and Halloween apple games. Meanwhile In November we teamed with the Mr Men offering a free Mr Men cassette story tape inside a 1kg pack. Both promotions were featured by major retailers.”
Over the same period, merchandising teams also visited all the primary wholesale markets, organising coffee mornings with major wholesalers supported by display materials and incentives for the best Washington apple displays.
Similar promotions were also conducted during February, March, April and July of 2004.
Organic apples is also a growing sector for Washington producers.
Smith says: “Our organic apples have really made their mark in the UK, we have been able to set benchmarks for others to follow with our outstanding skin finish and fruit quality.
“UK organic apple consumers have rewarded us by over-indexing on our Gala and Braeburn and to a lesser degree our Pink Lady organic apples.”
To keep pace with the rising demand, Washington organic apple volume has expanded. During the 1998-1999 season, just 304,000 boxes of organic apples of various varieties shipped from the state. Industry representatives predict the available organic inventory jumped to approximately 3.5 million boxes in the 2003-2004 season.
All of Washington’s nine key varieties, and a few additional varieties as well, are available as organics.
Statistics from Washington State University’s Tree Fruit Research and Extension Centre indicate the number of certified acres varies, with most of the organic acreage planted in Red Delicious followed by Granny Smith, Gala, Golden Delicious, Fuji, Braeburn, Pink Lady, Cameo and Jonagold.
Smith says: “The statistics are also forecasting greater supplies of all varieties in the future. Approximately 1,700 acres of transitional apple orchard qualified last year as certified organic.”
The move brings the total organic apple plantings in Washington to nearly 10,000 acres - about two-thirds of the U.S. organic apple acreage and more than any other apple-producing region in the world, claims Smith.
“And Washington’s organic apple industry is not only growing, but it is holding true to the state’s unmatched history of dedication to cutting-edge production practices.
“More than 25 per cent of the state’s apple packers hold Organic Food Handler Certificates from the Washington State Department of Agriculture’s Organic Food Program.”
He says the fact so many of Washington’s packers are certified not only offers confidence and selection for retailers seeking organic products but also provides tremendous convenience.
Organic apples can be loaded and shipped at the same time as conventionally grown apples.
The time and investment in organics by Washington producers is certainly paying off when it comes to the UK.
“During the past four seasons the UK organic market has been a comet in terms of rising stars amongst the new business opportunities that are opening up for our producers,” says Smith.
“We have been able to satisfy the most demanding retail specifications in this sector, allowing us excellent sales growth year on year.”
As a result, Washington’s organic growers are looking at the success of the UK and the lessons learned and hoping to generate more domestic consumption as well as find new emerging markets.
Organic apples from Washington have a good distribution spread across the UK’s retailers, says Smith, and a number of promotions have been carried out.
“We kicked off with our first promotion during January/February 2001 with an instant win “Organic Cascadian Mountain Holiday” with 50 per cent flight discounts on Continental, Delta and American Airlines.
“This was followed in November 2001 by our “Stay Organic” weekend breaks offer in a selection 56 organic hotels, castles, manor houses and B&Bs.”
Further promotions have included tie-ups with the Early Learning Centre and SAKS hair and beauty.
Smith adds: “We are now creating and developing more ideas for supporting this growing sector. And the upcoming harvest will be supported by some cutting edge activities.”
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