Issue link: http://read.dmtmag.com/i/57720
power of a brand During the war, there had been no need to advertise because of price controls, and the commission saved its money to spend when the controls were over. The assessment of 1.5 cents a box generated revenues of about $300,000 a year. When Copple first started, apples were sold mainly through mom- and-pop grocery stores, and supermarkets were just starting to be built. Supermarkets made it easier for marketers to make big sales. "One call now would accomplish what 50 calls would in those days," Copple said in a later interview. Inconsistent quality Robert Johnston, who managed the commission from 1957 to 1963, was succeeded by Joe Brownlow, who had joined the commission staff in 1952. During his early days at the commission, much time was devoted to problem solving in the marketplace because the fruit didn't always have consistent appearance and quality. Also, with pro- duction of between 20 and 30 million boxes during the 1950s, the state did not have sufficient year-round volume to make the apple an important item to the retailer. "We didn't always have the varieties that the trade and the consumers preferred at the time," Brownlow said dur- ing an interview after he retired. "We were promoting and attempting to find profitable markets for Winesaps quite a bit after the preference for Winesaps had disappeared." The commission began to develop markets for Golden Delicious, which initially had been shunned by the retail trade because it bruised easily. "They thought of apples as hardware," he recalled. "We were able to educate them and show it could be a most profitable apple for them." Controlled-atmosphere (CA) storage, which came into "Then the retailer recognized the Washington apple in the same light as a banana—a year-round volume use in the early 1960s, was one of the most critical changes in the industry's history. The ability to store apples for longer periods, along with increased plantings of Red and Golden Delicious apples, meant that the industry could offer apples virtually year round. "Then the retailer recog- nized the Washington apple in the same light as a banana—a year-round volume profitable item," said Brownlow, who then turned his attentions to the foodservice market and exports. Alar crisis Tom Hale took over from Brownlow in 1984, assuming the title of pres- ident. During his tenure, the assessment rate increased from 10 to 25 cents a box. Production began to rise sharply, after decades of slow growth, and Red Delicious accounted for about 70 percent of the crop. Hale was at the helm when the Alar crisis hit and worked with the U.S. Apple Association on the industry's public relations response to the Natu- ral Resources Defense Council's report about the dangers of the chemical. "In retrospect, I think the industry fared fairly well through that," he said. "We took some major hits in those first few weeks, but, I think, on balance, America really thinks the NRDC overplayed their hand," he told Good Fruit Grower. The crisis prompted changes within the industry, such as a shift to organic apple production and more interest in producing varieties other than Red Delicious. It was also a time of consolidation within the industry, and Hale sensed During the 1950s, large retail chains began to replace small independent stores. Giant Food Stores featured the commission's Feather-In-Your-Cap promotion for Red Delicious apples. 1904 First commercial apple cold storage warehouse constructed in Yakima 1915 Washington adopts grade standards for apples 1912 Standard size adopted for wooden apple boxes 1926 Pacific Northwest Boxed Apples formed to advertise Washington apples. GOOD FRUIT GROWER MARCH 15, 2012 21 a feeling among the larger shippers, who were promoting their own brands, that the commission was of less value to them and perhaps even a competitor. "I saw the handwriting on the wall," he said. "I felt this was going to be a major issue that all commissions were going to face."Steve Lutz, who had previously worked in public relations at the commission, returned in 1991 as national marketing director and became president in 1995. He believed the commission made good headway in terms of retail 1937 Washington Apple Commission established profitable item." —Joe Brownlow photos courtesy of washington apple commission