The Washington Apple Commission (WAC) is intensifying its efforts to boost apple exports to Canada and Mexico, two key markets for Washington state’s apple industry. Washington state is responsible for 65% of the entire U.S. fresh apple production and accounts for over 95% of the country’s fresh apple exports.
As an industry-funded agency under the Washington Department of Agriculture, the WAC represents all Washington state apple growers. Its primary objective is to increase apple consumption in international markets through targeted promotional activities. The WAC conducts promotions in over 25 global markets, focusing on creating consumer demand for high-quality apples from Washington.
The commission’s activities include retail promotions, point-of-sale communications, consumer advertising, and social media outreach. In Mexico, the WAC has run the “La Vida es Mas Fácil con Manzanas” (Life is Easier with Apples) campaign for the past five years. This campaign aimed to enhance the perceived value of apples in the Mexican market and increase consumer brand recognition. The campaign later expanded to include the “Give Apples” initiative.
In Canada, the WAC has concentrated on raising awareness of the Cosmic Crisp variety over recent seasons. This apple variety, developed by Washington State University (WSU), is exclusive to Washington growers in North America. The WAC’s promotional efforts in Canada have included participation in consumer events and a national billboard campaign that generated 34 million impressions. New retail bins featuring the Cosmic Crisp were distributed to over 2,000 retailers across Canada, with additional requests anticipated for the new season.
The Washington State Tree Fruit Association recently released its crop forecast for the 2024 season, projecting approximately 124 million 40-pound boxes. Washington produces over 30 apple varieties, with Red Delicious, Honeycrisp, Gala, and Granny Smith among the most popular.
In leadership news, WAC President Todd Fryhover plans to retire after 18 years, and Michael Schadler will take over the role in September. Schadler will work closely with the WAC international marketing team to develop and implement strategies for the commission’s promotional programs in foreign markets.
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