COSMIC CRISP, A PROPRIETARY VARIETY AVAILABLE TO WASHINGTON STATE GROWERS

When the U.S. apple industry gained access for all varieties to the Chinese market in 2015 the impact was immediate. Shipments to mainland China leaped from a mere US$3.6 million in 2014 to US$23.2 million the following year.

Since then exports have lagged off somewhat down to US$17.7 million in 2017, but this is still almost five times what it was before the new protocol – a time when only Red Delicious or Golden Delicious could be shipped to the East Asian country.

In volume terms, last year apples were the third-highest U.S. fruit commodity exported to mainland China, behind cherries and citrus and ahead of table grapes. 

“While it’s small in comparison to Red Delicious, Galas and Granny Smiths, we’re seeing interest in some of these high-value proprietary varieties going through the e-commerce platform, which really provides tremendous incentive for our industry as currently that’s where our growth pattern is.”

While there are almost too many of these cultivars to mention coming out of the Pacific Northwest, Fryhover says most of the ones with sufficient volume behind them are being tested in the Chinese market.

“The quantity going into these markets is very small. We’re just touching our toes into China into exports of these proprietary varieties because they are focused on the U.S. domestic market. No question,” he says.

Todd Fryhover of the Washington Apple Commission says export market development will be essential as plantings of new premium varieties such as Cosmic Crisp come on-line.

Todd Fryhover of the Washington Apple Commission says export market development will be essential as plantings of new premium varieties such as Cosmic Crisp come on-line.

However, with aggressive plantings underway the development of export markets will be crucial to the success of these apples. Fryhover believes this will be the case particularly for Cosmic Crisp, a cross between Honeycrisp and Enterprise apples.

“Cosmic Crisp is proprietary in the context that every grower in the state of Washington has access to these trees, It’s not one packer, one grower, it’s everyone,” he says.

Todd Fryhover of the Washington Apple Commission says export market development will be essential as plantings of new premium varieties such as Cosmic Crisp come on-line.

“The growers of New York or Pennsylvania or in most cases overseas, they don’t have access to this variety. 

“So what we see in the next 10 years is a huge increase in plantings and availability of Cosmic Crisp and it will need to go export almost immediately because volume will come on so quickly.”

Article by Fresh Fruit Portal

Apple Commission to promote proprietary varieties overseas

Todd Fryhover, President of the Washington Apple Commission. Photo by Dan Wheat,  Capital Press .

Todd Fryhover, President of the Washington Apple Commission. Photo by Dan Wheat, Capital Press.

The Washington Apple Commission has learned it can promote proprietary apple varieties overseas, at least to some extent, and sees it as a helpful tool in an increasingly challenging marketing climate.

At a commission meeting March 22 in Yakima, Commission President Todd Fryhover said while at the USDA Foreign Agricultural Service the previous week in Washington, D.C., he was told the commission can offer consumer samples of proprietary varieties overseas at retailers’ requests.

“It could be a Lady Alice, a SweeTango, whatever. That’s a huge deal to us. It’s difficult to get retailers overseas to do demos with Reds (Red Delicious) and Gala, but they ask about the proprietaries,” Fryhover said.

Proprietary varieties — there are many — are varieties grown, packed and sold under the control of one company or a group of companies versus being available to all growers, packers and marketers. They’re limited in volume, sell for high prices and along with Honeycrisp provide the most profits.

“I don’t want proprietaries to overtake Reds and Gala overseas, so we need a process for what we do. There’s a lot of things we need to work through because we have to move Reds and Gala,” Fryhover said.

Proprietaries can sell in higher-end retail markets and generate excitement along with Washington’s new Cosmic Crisp to debut in 2019 and 2020, he said.

Cosmic Crisp is intended to begin in domestic markets only. But Frank Davis, commissioner and vice president of sales at Washington Fruit & Produce Co., Yakima, said it will need to be exported as soon as possible because of the large volumes planned.

Davis said he would look into why Proprietary Varieties Management, the manager of Cosmic Crisp, may be seeking federal Market Access Program funding for export promotions when that should occur through the Apple Commission.

Article by Dan Wheat, The Packer