Good Fruit Grower

June 2011 Vol 62 number 11

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New Varieties club concept H Honeycrisp challenges oneycrisp has set the standard for new varieties to follow in terms of con- sumer acceptance and the returns that growers expect, apple marketers say. It’s also one of the few varieties that producers can freely plant and sell, and has proven that a new variety doesn’t have to be a club variety to succeed. In a managed system, there’s usually a limit on who grows the variety and how much can be produced. “Just because there’s a limited supply, it doesn’t mean it’s going to be a A good, catchy name is critical for the success of a new variety, whether managed or unmanaged. by Geraldine Warner winner. Demand could still be less than supply,” said Mac Riggan, vice president of marketing for Chelan Fresh Marketing in Chelan, Washington. “Honeycrisp isn’t a club variety, but I think we’re going to be able to sell a lot of them for good money,” There are many models for how varieties can be commercialized— everything from the top-down managed variety program, to the bottom- up method where consumer interest drives the new variety initially, observes Brian Sand, sales manager at Auvil Fruit Company in Orondo, Washington. “Honeycrisp is the famous story of an apple that was just out there at roadside fruit stands and built from the ground up,” he said. “It got a name and people started asking for it, and, lo and behold, the big growers wake up and say, ‘This is a heck of an apple here.’” Robert Kershaw, president of Domex Superfresh Growers in Yakima, Washington, said the success of a variety in the future will depend less on how it is managed and more on the quality of the fruit. Honeycrisp was released without restrictions and became successful simply because it was a really good apple. “Honeycrisp sell themselves because the consumer loves them,” he said. “I think the more established club varieties are doing great, but the newer club vari- eties are going to have a tough time breaking in because of the bar that Hon- eycrisp is setting. How do you improve on Honeycrisp?” New standard Honeycrisp has set a new standard not just for consumer satisfaction but also for grower returns. Producers might be disap- pointed if they don’t get the same returns from other new varieties—particularly if they’re paying royalties and fees that they don’t have to pay with Honeycrisp. A new variety will have to be excep- The name SweeTango captures the apple’s sweet, tangy taste. tional for the grower, packer, and consumer, Kershaw said. For example, it needs to be winter hardy, have good storability, and have outstanding eating quality. “It’s got to meet so many criteria,” he said. “There are so many varieties in the world that are good eating apples that anything new coming down the road has to be exceptional or else there’s no reason for it.” 24 JUNE 2011 GOOD FRUIT GROWER www.goodfruit.com

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