14 APRIL 1, 2015 GOOD FRUIT GROWER www.goodfruit.com
P
roprietary Variety Management—the company
that is managing the commercialization of
Washington State University's WA 38 apple—
has formed an industry-wide marketing group
to discuss how the apple will be launched in the
market place.
PVM of Yakima, Washington, worked with WSU fac-
ulty to develop the variety's brand name Cosmic Crisp.
PVM's general manager John Reeves said his company is
consulting with a group of sales and marketing organiza-
tions that represent a large chunk of the industry's apple
acreage to develop marketing themes.
PVM will help develop concepts and graphics for
promotional materials, working with marketers to try to
stimulate consumer demand for the apple. But it will not
be involved in selling fruit.
"We may provide information that marketers use in
promotions," Reeves said. "But I would say all these indi-
vidual marketers will do their own promotions. What we
want to do is make sure we're all using the same vernac-
ular and the same general theme. What's most important
is to not confuse the retailer or consumer."
The fi rst commercial trees of WA 38 will be planted in
2017 and the fi rst fruit could go to market two or three
years later under the brand name Cosmic Crisp.
Reeves said consumer input will be important in
guiding commercialization because the revenue stream
that will provide a return to growers and others involved
Preparing for LIFT-OFF
Marketers are working
on promotional concepts
for WSU's new apple
Cosmic Crisp.
by Geraldine Warner
ONLINE
To provide comments to Jim Moyer
of WSU, go to:
cahnrs.wsu.edu/
research/category/conversations
TJ MULLINAX/GOOD FRUIT GROWER
