Good Fruit Grower

June 2011 Vol 62 number 11

Issue link: http://read.dmtmag.com/i/34757

Contents of this Issue

Navigation

Page 21 of 47

NY seeks marketing strategy T New York Apple Growers is soliciting ideas for marketing new apple varieties. by Richard Lehnert 143 growers sign up Of New York’s estimated 600 apple growers, 143 signed on to participate and plant about 950 acres, two-thirds of them the sweeter, crunchier, Honeycrisp-like NY 1, and one-third of them the tarter Braeburn-like NY 2, high in ascorbic acid (Vitamin C) and bred to resist browning when cut. When they reach full production, there should be about a million bushels total from which to pack, Crist said. Packout is expected to be good, because these apples are grower-friendly, according to Brown, and don’t have either the production or fruit quality problems of Honeycrisp. The 143 growers are part of a now-closed group that will produce the apples. Last summer, Wafler Nurseries, Wolcott, New York, budded trees that will be ready to plant in the spring of 2012, Crist said. NY 1, the weaker growing tree, was budded on more vigorous rootstocks, like M.9 Nic.29, while the more vigorous NY 2 was budded on weaker rootstocks like M.9 337 and Bud.9. 22 JUNE 2011 GOOD FRUIT GROWER www.goodfruit.com hose new apples from New York are being prepared to come to mar- ket, with the first expected in quantity in direct farm markets in 2014 and in commercial markets in 2015 or 2016. At least, that’s what’s envisioned in the overall plan that’s in the process of development. The apples have yet to be planted, they have no names, and only a few thousand trees that growers test planted across New York give growers a feel for growing them and consumers a taste of what’s to come. In April, the New York Apple Growers made public a one-page marketing plan prospectus “seeking information from stakeholders and potential partners regarding the ideation of the commercial sales and marketing strategy.” The focus in 2011 will be on collecting ideas, developing an initial marketing plan, collecting market research data, and defining the target market for each variety. Jeff Crist, Hudson Valley (Walden, New York) grower and owner of Crist Bros. Orchards, is vice chair of New York Apple Growers and chair of its marketing committee. “We want to make it as public as possible,” he said about release of the prospectus. “We’re looking for ideas, from within and outside the state, as we manage the release of these new apple varieties.” Some things are known. In an interview with Good Fruit Grower, Crist said that last year, New York growers were invited to participate in a new coopera- tive that would produce and market two new varieties, bred and released by Dr. Susan Brown at Cornell University and named New York 1 (NY 1) and New York 2 (NY 2). They may only be grown in New York by New York growers, according to terms of the varieties’ release.

Articles in this issue

Links on this page

Archives of this issue

view archives of Good Fruit Grower - June 2011 Vol 62 number 11