Core Report August 2014

Your AMO assessments fund all of
the activities of the New York Apple
Association, helping to encourage
profitable growing and marketing of
New York apples.
Stories and photos
with this logo
specifically highlight
how your AMO dollars
are being put to work for you.
Inside:
APHIS weighs
allowing China
apple imports
Page 16
Official Newspaper of the New York Apple Association
7645 Main Street
PO Box 350
Fishers New York 14453-0350
Volume 3, Issue 3
August 2014
In this Issue
Hort Society analyzing results of
grower survey.
...................................... Page 4
NYAA directors estimate crop
size for 2014.
...................................... Page 7
USApple preparing for deregulation of Arctic® apple.
...................................... Page 7
Part three of series on history of
New York apple marketing.
...................................... Page 8
Is social media right for your business? And which medium should
you use?
...................................... Page 9
NYAA trumpets advent of harvest
to the state’s press.
.................................... Page 11
’Net gain for NYAA
• New website helps
industry connect
with consumers
By Julia Stewart
Washington grower helps save [email protected]
village from wildfire.
ith start of the 2014 New
.................................... Page 12
York state apple harvest just
USApple contest invites consumweeks away, New York apple
fans have a great new source for apple
ers to share their selfies.
.................................... Page 13 information: the all-refreshed www.
W
nyapplecountry.com.
The address is the only thing about
the New York Apple Association
website that hasn’t changed. The
updated site has a colorful, friendly
new look and down-to-earth feel, plus
is easier to navigate. And it offers more
of the information that consumers
want, such as a variety guide, recipes
and help finding local suppliers of
apples and cider.
“Our consumer visitors told us they
want to learn more about New York
state varieties, to get recipes and to
find a local supplier – so we literally
put that information front and center
See Site, Page 15
It’s your turn
Put the new NYAppleCountry.
com to work for your business,
here’s how:
• Check your information:
• Pick-your-own operators, direct
marketers and cider producers:
Check your information on our new
locator map (www.nyapplecountry.
See Turn, Page 15
Page 2
Core Report® August 2014
Retail Review
News from the retail marketing industry
drop-off points for the customer to pick
up. This all happens within 48 hours.
“We don’t have a retail store,” Benzi
explains. “We get rid of all of that. We
source just in time.” That means there’s
no waste and produce is brought
directly from harvest.
Other sellers, such as Fresh Direct,
also cut out the physical store. But
Ronen argues that they’re just an
extension of the supermarket model,
with similar warehouses that keep a
huge inventory on hand. By contrast,
Farmigo’s hubs are filled exclusively
with product that’s just been delivered
by farmers and is going out for delivery.
Safeway
shareholders OK
Albertsons merger
Supermarket News
Safeway
shareholders
voted
overwhelmingly at the chain’s July
annual meeting to approve the merger
with Albertsons.
The transaction, announced in
March, is expected to close by the
end of the fourth quarter, subject to
customary closing conditions and
regulatory approval.
Meeting at the chain’s headquarters
in Pleasanton, Calif., shareholders
approved and adopted the proposal
for AB Acquisition LLC, an affiliate
of Boise, Idaho-based Albertsons, to
acquire Safeway. According to Safeway,
70 percent of the outstanding shares
and 96 percent of the shares voted
were in favor of the merger.
Shareholders also approved a nonbinding advisory proposal to approve
a merger-related compensation plan
for Safeway’s top-level executive
officers; and they voted down
two other measures, in line with
recommendations by the board of
directors: 90 percent said no to a
proposal to label products containing
genetically modified ingredients, and
88 percent voted against extending
producer responsibility.
Pending any divestitures that might
be required by the Federal Trade
Commission, the merger with Safeway
would leave Albertsons with close to
2,400 stores, including approximately
1,300 from Safeway, with total sales
approaching $60 billion.
Market Basket
may replace some
workers
Supermarket News
The management of Demoulas
Market Basket, Tewksbury, Mass., said
Farmers markets’
appeal studied
King Retail Solutions
A corporate shakeup at Market Basket inspire protests covered by several media outlets,
including this one depicted on the website of New Hampshire Public Radio.
in on July 30 any associates that fail
to return to work by Monday, Aug. 4,
could be replaced.
“We
understand
that
some
associates may choose not to return,”
Felicia Thornton and James Gooch,
the company’s co-CEOs, said in a
joint statement. “Consequently we
will begin advertising for employment
opportunities.”
The statement follows weeks of
in-store walkouts and parking-lot
demonstrations by employees who
want to see Arthur T. Demoulas return
as president, a job from which he was
fired by other factions of the Demoulas
family in mid-June.
The joint statement said existing
employees seeking promotion could
go to the chain’s IT computer center
in Andover, Mass., on Aug. 4-5, while
outside candidates could apply for jobs
on Aug. 6.
“We want Market Basket associates
back to work and reiterate they can
return without fear of penalty,” the
co-CEOs said in the statement. “We
again acknowledge and understand
how difficult this situation has been
for associates. However, we also need
to have associates working to support
stores, customers and vendors.”
Startup looks to
make supermarkets
obsolete
Fortune.com
Farmigo, a small farm-delivered
food service, has an audacious dream:
It thinks it can help wipe out the likes
of Kroger and Albertsons.
Benzi Ronen thinks that the
supermarkets’ time is up. And his
company is just the thing to speed up
its demise.
“Our goal is to make the supermarket
obsolete from a fresh perspective,”
Ronen says.
Farmigo,
his
five-year-old
30-employee startup, sells produce
and other products like milk and
cheese purchased directly from
farmers for 10-20 percent less than
equivalent grocery store items. He
does it by shrinking the supply chain,
essentially taking out the middleman.
Users place an order online; the order
is fulfilled by a farmer who transports
it to a centralized packing hub; and
then Farmigo delivers it to community
The results of a Summer 2014 survey
of 250 consumers, conducted by retail
design firm King Retail Solutions
emphasizes the broad appeal of
community-run local street markets
aka farmers markets.
Farmers
markets
hold
mass
consumer appeal and thrive in
thousands of communities across
the U.S. The farmers market concept
is structurally basic, yet difficult to
reproduce, in whole or in part, on a
commercial scale because they are selfcontained, hyper-local, and constantly
evolving with their community. What
can retailers learn from these markets?
KRS identified and surveyed 5
top U.S. farmers markets in distinct
regions around the country: Green
City Market Chicago, Ithaca Farmers’
Market, Little Italy Mercato San
Diego, Pike Place Market Seattle, and
SFC Farmers’ Market Austin. The 250
most recent Yelp reviews (50 for each
market) were analyzed. Any pros and
cons mentioned were identified and
catalogued.
The study analyzes the most cited
“pros” of farmers markets and the
percentage of shoppers who mentioned
any aspect of a farmers market they’d
visited as a benefit. The study also
analyzes the most cited “cons” of
farmers markets and the percentage of
shoppers who mentioned any aspect of
a farmers market they’d visited as an
irritant or deterrent to shopping there
again.
August 2014
Core Report® Core Report® is published
monthly by the New York
Apple Association
as a member service.
Page 3
President’s Message
Website focuses
on consumers
By Jim Allen
[email protected]
New York Apple
Association staff: Front
row, from left — Ellen
Mykins, Molly Golden.
Back row — Jim Allen,
Cathy Jadus, Joan Willis.
New York Apple Assn.
Contact
7645 Main St., Fishers, NY 14453-0350
Phone: (585) 924-2171, Fax: (585) 924-1629
www.nyapplecountry.com
Staff
James Allen, President, [email protected]
Molly Golden, Director of Marketing, [email protected]
Joan Willis, Executive & Communications Assistant
Cathy Jadus, Administrative & Retail Assistant
Ellen A. Mykins, Accounting Dept.
John McAleavey, Northeast Account Manager
Linda Quinn, Nutrition Spokeswoman
Julia Stewart, Public Relations Director
and NYAA spokesperson, [email protected]
Board of Directors
Will Gunnison, Chairman, District 1, Crown Point,
(518) 597-3363, [email protected]
Jay Toohill, District 1, Chazy, 518-846-7171,
[email protected]
Kenneth A. Migliorelli, District 2, Tivoli, (845) 757-3276,
[email protected]
David Jones, District 2, Germantown, 518-537-6500,
[email protected]
Kurt Borchert, District 3, Marlboro, 845-236-7239,
[email protected]
With the launch of the new NYAA
website we can now reach the fastest
growing group of consumers, the
Gen-X and the Millennials, quicker,
easier and on purpose!
Our
new
optimized site
accommodates
and responds
to
users
regardless of
the platform
or the method
they used to
get on line with
us.
Surfers on
the Web today,
Jim Allen
unless
they
are
carrying
a laptop around, are accessing the
internet while on the move. Smart
phones and tablets are becoming the
tool used most to get on line. For young
users, ages 25-35, it is practically
the only way they use the Internet.
They don’t have time to sit in front of
a desktop to search for an item, but
they find time to search while they are
mobile.
Mobile access to the Internet is one
thing, but the key to making the website
user friendly is to be able to optimize
the site to respond to mobile access. We
have done that. There is nothing more
frustrating or disappointing to click
onto a Web address for a restaurant or
a point of interst, only to have the site
appear in tiny little words and images.
Working through this site is difficult
and cumbersome, and by the time you
figure out how to enlarge the image or
the ability to read what you are looking
for, your patience is gone; at least mine
is. I will sooner dump the search and
redirect to another query, than go
through the aggravation. Maybe it is
because I am a “dinosaur” in the tech
world; but if that is how I feel, then
on the flip side guess how a viewer
feels when the site delivers a delightful
experience. We want to “delight” our
users and want them to come back over
and over. I think we have done that.
The new site actually recognizes three
different access points and adjusts to
them differently. From a conventional
desktop or laptop, the page will fill the
screen. From a tablet or pad, which is
a smaller image and has an orientation
feature of either landscape or portrait,
the view has to be different. Finally
from a smart phone with a 2-by-3
screen, some of the images have to
be eliminated or redesigned to fit the
screen. This is called optimization. We
are optimizing every possible way that
viewers will view our site.
One of the highlights of the site is
the ability to search for varieties, pick
your own (PYO), cider, farm markets,
and events. The Find Apple feature is
awesome. Go check it out by plugging
in your zip code and how far you want
to travel to find, cider, a farm market,
or a PYO orchard. A map shows all the
locations and you can get directions
to find them. From the corner of 11th
and 7th St. in Manhattan to Warwick,
N.Y., you can find farm fresh cider,
fresh picked Honeycrisp and a cider
doughnut, all on your smart phone
in a nanosecond. If consumers want
to find recipes, apple hints, tips and
facts, this site has it all. It is all aimed
at consumers, apple eaters and apple
customers! Simply put, “How
do you like them
apples?”
Good luck
Jim
Branching Out
Sarah Dressel, District 3, New Paltz,
(845) 255-0693, [email protected]
Summer scouting
Joseph Porpiglia III, Vice Chairman, District 3, Marlboro,
(845) 236-4400, [email protected]
By Molly Golden
[email protected]
Jack Torrice, District 4, Oswego
(315) 342-3793, [email protected]
Richard Endres, District 5, Sodus
(315) 483-6815, [email protected]
Todd Furber, District 5, Sodus
(315) 483-8529, [email protected]
Chris Hance, Treasurer, District 5, Pultneyville,
(315) 589-4212, [email protected]
Abram Peters, District 5, Pultneyville,
(585) 455-3600, [email protected]
Kevin Bittner, District 6, Barker, 716-795-3030,
[email protected]
Kaari Stannard, District 6, Medina, 518-477-7200,
[email protected]
Jason Woodworth, District 6, Waterport,
585-682-4749, [email protected]
This is the time of year that I spend
a great deal of time traveling to visit
retailers, setting up the upcoming
season’s promotions and programs.
I have been doing a little participant
observation
while waiting
for flights; I
find airports
are the best
place to people
watch. I like
to see the
latest trends
that
people
gravitate
towards;
whether
it
Molly Golden
is
fashion,
electronics,
food-you name it, you will see it
represented in an airport.
We all know there are trends in food;
apparent in all of the big brands with
their latest and greatest flavors they
flood the markets with. Produce has
the same trends; and apples are part of
the trend. Consumers are adapting to
the greater variety of apples available
to them; they are learning what new
varieties they like, what price they are
willing to pay.
I always stop at grocery stores when
I am on the road; I sneak around the
produce department feeling a little
strange as I examine the apples finding
out their origins, often taking pictures.
I find I get some very strange looks from
the staff, they must be thinking who is
the crazy lady examining the apples?
Apples are available year round in all
stores; some retailers more aggressive
with the variety displayed at this time
of year.
They are sourcing fruit from other
countries to bridge the gap until they
have fresh fruit available domestically.
See Golden, Page 16
Page 4
Core Report® August 2014
The Hort Report
News from the New York State Horticultural Society
New York Grower Survey
By Paul Baker
[email protected]
With the assistance of Cornell
University, Cooperative Extension
and, of course, the many of you who
took the time to complete the survey on
growing practices in the previous year
we are completing the data.
This data will be used to illustrate
with hard statistical facts the current
trends in fruit production in New York
orchards. We can document needs and
trends in our industry which can help
us validate the needs of each of you in
operating your fruit farms.
This data can illustrate the human
resource needs in your
operation. It clearly
shows the dependence
we have on an annual
importation of harvest
labor into New York to
harvest our annual 30
million plus bushels in
fewer than two months.
We can show the
orientation of this labor
and the importance
of this to a successful
harvest on time.
The survey helps to
show that because of
our ability to hire this
seasonal labor we are
able to maintain a healthy
year round employment
for many New York
residents. Without this
seasonal labor thousands
of New York jobs would
be lost. Telling this story
is one thing. To be able
to statistically prove
this story is incredibly
important.
The NYS DOL and the
Federal DOL are aware
we have this data and it
makes a huge difference
in your ability to request
and apply for job orders.
No longer can either DOL
suggest that your need
and job skill requirements
are not necessary. This
same data will be used
in both discussions with
New York legislators
and our delegation in
Washington, D.C., to
make our points on the
need for a more realistic
guest worker program.
Legislation
on hold for
the moment
With the coming of
August we will see our
elected on both the state
and federal levels back in
their respective districts.
The federal will be
home for five weeks
to meet with you and
in most cases try to
convince you that it
would be a great idea
for you to give them
your vote come this
November. My response
to this is you need
to ask what they
will be willing to
do if reelected in
November with
your vote
Now is the
time to set up
meetings to ask
some questions
Baker
as to their vision
for the future.
You have issues that remain unsettled.
Be certain that they are aware of your
reservations and concerns. When they
return, if elected, after the November
elections they need to carry with them
a clear knowledge of your concerns.
Too often I think people tend to forget
these people work for you. They are
in office because you selected them to
accomplish a set task.
If any of your employees worked to
less than a 20 percent effectiveness
would you retain them? I doubt you
would and feel you had good cause for
termination. I am not asking for you
to terminate any elected official. I am
asking you to make them accountable
for their actions both good and bad.
Positive future
In the last couple of months I have been
on many of your farms. It is impressive
to witness the positive changes taking
place in this industry. New plantings
associated with investments in bins,
storage, equipment, packing house
improvements and added housing for
your help are everywhere.
The market place in the last few years
has rewarded you for your investments
in delivering the very best apple to your
consumer. We need to continue this
and maintain that trust.
It is good to be able to report a positive
picture. So often I have to report a
story of failure to move Congress to act.
We all need to be aware that Congress
will act but clearly not as quickly as we
would feel prudent.
In the mean time we all need to work
to understand the market and political
atmosphere of the day. When we accept
both we can make wise decisions based
on facts. Those of you that continue to
invest wisely will have a long bright
future in this business. Investment
sometimes comes in the form of
knowing when it is time to remove
even productive yet unprofitable
orchards. Change will never end. With
the investments in research you will be
able to meet these changes.
The New York State Horticulture
Society will continue to encourage
investments in research and advocate
for sound political change. It is
encouraging to work in an industry so
resilient to these challenges. I am very
optimistic that we are on the right path
to a continued strong industry here in
New York.
August 2014
Core Report® Page 5
Opinion
But what I really meant was …
By Frank A. Gasperini
National Council of Ag Employers
Communication
is
a
critical
component to managing employees
and to being an effective employee
or partner in
any business
enterprise.
Assuring
that what we
intended
to
convey
and
what is heard,
or read, by
the
receiver
can make the
difference
between
a
Gasperini
great day or
an awful day,
success
or
failure, safety or tragedy.
I was reminded of this recently when
I commented via e-mail that I had failed
to understand the significance of a
document when I received it, and could
they re-send it. My comment intended
no disrespect or disparagement of the
information, however the receiver
read it as saying that I considered the
information shared as unimportant
and a fast e-mail back and forth could
have easily escalated from there.
As the old saying goes, “even a blind
squirrel finds and acorn occasionally,”
I fortunately picked up the phone to
talk instead of going down the path
of quick and too often misunderstood
e-mail and the miscommunication was
resolved. Too often these situations do
not resolve themselves so painlessly,
particularly when we are busy, tired, or
feeling pushed or under-appreciated.
Too often things said, or unsaid,
result in hard feelings, lost time, lost
business, lost friends, or even worse.
Although all of us will misspeak or
be misunderstood occasionally we can,
and should, work to minimize these
avoidable losses.
Communication can difficult enough
in stress-free settings where there is not
the added pressure of time constraints,
worry, weather, fatigue, employer/
employee relationships, and even
language and cultural complications.
There are many excellent books and
training classes to consider for the offseason on the topic of clear, concise,
respectful, impactful, and productive
communication. For now, here are a
few tips to start with.
Think before you speak, or type.
How many times have you wished you
hadn’t launched those hasty words
or hit the send key as fast as you
had? Once launched, you cannot get
words back. The more important the
communication, the more important
it is to intentionally slow-down and be
sure what you want to communicate
and how best to communicate it.
Thirty seconds spent out-front can
save hours, days, lifetimes of trying to
undo. Say or type it in your head before
you say it out loud. With e-mail read it
again before you send it, step away for
another cup of coffee and read it again
or for very important communications
consider having some else read it and
seek their advice. If it is worth saying
at all, it is worth saying well.
Keep it clear. List important points
or steps, in e-mail it often helps to
start with something like: I have three
questions I need your input on, and
then number each one. Don’t beat
around the bush. Even bad news is
best communicated clearly, precisely,
and respectfully. One of the worst
things a manager can do is to use the
old “sandwich” technique of giving
negative feedback or bad news that you
focus on the good parts so profusely
that the recipient walks away never
having perceived the bad news. Keep
it intentional, clear, honest, direct,
consistent, and respectful.
Remember the social and cultural
perspective
of every particular
conversation or communication. As
the manager, your words many have
different weight and may be more
prone to being over-interpreted. Back
to intentional, clear, honest, direct,
consistent, and respectful.
Face to face it is much easier to watch
the body language and expression of
the person you are talking with, to ask
questions and reinforce your intent.
Face to face it is easier, although not
always foolproof to judge whether your
communication was truly understood
as you intended and adjust on the fly.
Through e-mail or over the phone
is a little trickier. Remember to keep
important communications clear enough
and in small enough increments that
you can continually test for concurrence.
With e-mail communications do not
allow yourself to be drawn into running
battles or escalating disagreement or
cynicism. When e-mail starts to get
cryptic or disagreeable stop, don’t send
the next e-mail, pick-up the phone or go
to where the other party is and talk with
them live.
We live in a fast-paced and complex
world. Life and business should be
satisfying and enjoyable. A little
attention to good communication
habits will make working with
employees,
co-workers,
business
contacts, and family easier, more
productive and significantly more fun.
As managers, we always have the
potential that someone will be angry at
us or that things will not go as planned.
There are dozens of reasons things
may not turn out as hoped. The best
managers always work hard to assure
that when things do go wrong it is not
because they communicated poorly.
Keep it intentional, clear, honest,
direct, consistent, and respectful.
uuu
The author is Executive Vice
President of the National Council
of Agricultural Employers. NCAE
is the national trade association
representing Agricultural Employers
in Washington, D.C. Visit NCAE’s
website at www.ncaeonline.org for
more information and continuing
updates.
Core Report® is online at:
http://www.nyapplecountry.com/industry/core-report?
Page 6
Core Report® Strength in numbers
The New York Apple Association ran this advertisement in ta recent issue of the national
publication The Produce News.
August 2014
August 2014
Core Report® Page 7
NYAA board releases July estimate
• 30 million bushels
and growing!
By Jim Allen
[email protected]
On July 25, NYAA board members
met via conference call to discuss and
release the 2014 New York apple crop
estimate. This year’s crop is being
pegged at 30 million bushels, which
is slightly lower than last season but
above the five-year average.
All districts reported excellent
growing conditions and very little
weather related damages to date. Most
areas reported that they anticipated at
least 90-95 percent of a normal crop;
but all agreed that fruit is sizing very
well and gaining weight rapidly, which
could easily increase our final volume
number.
Some varieties such as Empire, Red
Delicious and Fuji are down from last
year’s harvest; but all agreed that last
year was one of the largest cropping
years in history.
In addition, some of the processing
varieties were spotty as far as volume.
The Hudson and Champlain Valley
regions both reported the strongest
crop at 95-110 percent of last year.
Wayne County and central New York
had a few lighter areas because of the
heavier processing varieties, as well as
Empire and Fuji being down slightly.
The lowest estimate for this area was 75
percent of a crop while others were 8085 percent. West of Rochester reports
some weather damage but overall 90
percent and growing stronger.
The group agreed that this year’s crop
so far looks very good and that timing
is about normal. Ginger Gold and Paula
Red will be ready mid-August as usual.
USApple preps for Arctic® deregulation
U.S. Apple Association
USDA deregulation of the genetically
modified Arctic® apple, in which the
gene that causes browning has been
suppressed, could come any day.
While historically there has been
some dissent among the apple industry
against deregulation, it appears
approval for commercial planting at
this point in the process is imminent.
Once deregulation has occurred,
USApple’s priority must shift away
from industry debate to instilling
confidence that these apples are safe
and assuring consumers that all other
apples will continue to be non-GMO
and available for purchase.
In anticipation of public concerns,
USApple has prepared a press release
pertaining to the expected decision and
is ready to act as the primary media
point of contact for the industry.
Wendy
Brannen,
director
of
consumer health and public relations
for USApple, said, “We have witnessed
a solid indicator of what we can expect
in the apple industry by monitoring
what sister industry U.S.-grown
potatoes is currently going through.”
U.S. Potato Board and National
Potato Council have both gotten
heavy social media traffic the past few
weeks as a result of anti-GMO activity
instigated by a group called GMO Free
USA.
The associations have also gotten
calls and emails from consumers and
media.
Months ago, the USApple Crisis
Communications subcommittee began
shaping industry talking points on
this issue. Those talking points will be
distributed to USApple members to
incorporate into their conversations
with retail customers and consumers—
and friends and family—on what the
Arctic® apple is and what it means for
our industry and the public.
Also in anticipation of Arctic®
approval, USApple has drafted social
media statements that address the most
common questions and comments
from consumers.
The association will act as primary
media contact on the new apple should
it be approved, but it is highly probable
that anyone in the industry with social
media channels will also get questions
and comments.
These social media statements will,
like the talking points, be available to
all USApple members.
Page 8
Core Report® Apples, apples, try them buy them.
Baldwins, Greenings: sauce them pie them.
Spies and Cortland: salad, bake them,
Tapioca, applecake them.
Red Delicious rich and sweet
Grace the table, hard to beat.
August 2014
McIntosh are best to munch
In the morning, after lunch,
When we go to bed at night,
Beauty, flavor always right.
Apples, apples; try them buy them,
Treat the children. Don’t deny them Apples
Apples, apples; try them, buy them
Editor’s Note: This month, Core Report® runs the
second of a four-part series reprinted from the 2013
Annual Yearbook of the Dutchess County Historical
Society. If you would like more information about the
society or the Hart-Hubbard collection, e-mail Melodye
Moore at [email protected]. See part one
online at: www.nyapplecountry.com/core.htm
By Melodye Moore
Dutchess County Historical Society
This month we continue to explore the HartHubbard Collection at the Dutchess County Historical
Society by taking a look at some of the clever ways
apples were being marketed by the New York and
New England Apple Institute.
Promoting Eastern apples
The history of apple growing in New York is long
and important.
In 1647 Gov. Peter Stuyvesant planted an apple tree
from Holland on the corner of Third Avenue and 13th
Street in New York City. By the 1700s Hudson Valley
orchards were shipping fruit to New York City on
the Hudson River. In the late 1700s John Chapman
(Johnny Appleseed) planted his first orchard on his
Uncle’s farm in Olean.
In 1896 a record apple crop of 54 million bushels
was produced. Competition for consumer dollars
for Eastern apples soon appeared from Western and
Southern fruit growers and this was one of the major
factors driving the formation of the New York and
New England Apple Institute.
To stimulate the distribution and consumption of
the McIntosh and other Eastern varieties the leaders
of the Institute quickly recognized they needed an
aggressive and ambitious marketing campaign.
Advertising and publicity
The main problems were: 1. To change the
consumer’s demand from “eating apples” to
McIntosh, Cortland, Spy –especially McIntosh and,
from “cooking apples” to Baldwin and Rhode Island
Greening. Red Delicious and Rome were seasonally
mentioned; 2. To get the retail stores to buy, advertise
and sell these varieties.
To this end our advertising agent prepared strips
to paste on windows and walls – “It’s McIntosh
Time.” They originated a little Scotchman in a kilt
and tamoshanter holding up a red McIntosh; and
a chef with a Red Baldwin. Counter cards of these
with space for price were distributed to the stores to
identify the advertised varieties. They supplied mats
with these figures for chain stores and others to use
in their advertisements.
Industry participation
The Institute was formed as a grower association.
No distributor, unless also a bonafide grower, could
be a member. Distributors and suppliers, cold
storages, etc., could be contributors without vote.
To encourage such contributions, special projects
were set up. The Seaboard Cold Storage contributed
$500 to finance a colored movie which the advertising
chairman persuaded Prof. and Mrs. Taylor of The
Oakwood School to take of local orchard operations
of growing, picking and packing.
Special emphasis was given to the prevention
of bruising in picking, in packing and in retailing
to impress the growers and the retailer groups to
which it was shown. The Red Hook Cold Storage and
Palmer Hart furnished $500 to put an apple booth in
the great Brooklyn food show.
Tens of thousands of consumers saw our varieties
attractively displayed and described both by attractive
literature and display signs and display signs and by
pleasing apple men and girls.
The Winn-Ricker Co., and others of Boston financed
displays in the Boston fruit show different years.
One year the Red Hook Cold Storage and Palmer
Hart, Wm. A. Brown and the Bronx Refrigerating
Co., financed the purchase of and placing in fruit
stores in lower Manhattan educational apple signs. A
young fruit grower was employed under the direction
of A. Percival Hart, who had been in charge of such
work for Stuart Hubbard, who canvassed some 1,200
fruit stores in upper Manhattan, Bronx and Queens
for many years.
The most effective advertising pieces for such
displays were large yellow cards printed in red and
green, illustrated attractively and worded as follows:
“Apples, apples, try them buy them.
Baldwins, Greenings: sauce them pie them.
Spies and Cortland: salad, bake them,
Tapioca, applecake them.
Red Delicious rich and sweet
Grace the table, hard to beat.
McIntosh are best to munch
In the morning, after lunch,
When we go to bed at night,
Beauty, flavor always right.
Apples, apples; try them buy them,
Treat the children. Don’t deny them Apples”
The “Apples” verse was composed by the
advertising chairman at 5 a.m. when he lay in bed
on Thanksgiving morning pondering how to tell all
there was to tell about our varieties of apples so that
consumers in the store would read and remember.
This verse was said by retailers to be the most
effective piece of advertising ever placed in their
stores. Children gathered in front of it, chanted it,
begged for the card to take to Art of English teacher.
Retailers asked that it be left up or a new one
furnished. Some did duty for five years on the store
wall. Wherever the Cortland sign was displayed, the
sale of Cortland soared.
August 2014
Core Report® Page 9
We are building buzz for your crop
By Julia Stewart
[email protected]
New York Apple Association’s
public relations team began building
anticipation
for your 2014
apple
crop
last month, by
announcing
the launch of
our
updated
website
and
the beginning
of harvest (see
articles
on
pages 1 and
11).
Stewart
To announce
the
website
launch in mid-July, we notified industry
members first – to give you a head
start – and then consumer media. We
reached out to newspapers, television
and radio stations in every growing
region. We are also posting website
drivers weekly on our Facebook page.
To further engage consumers, we are
crowdsourcing photos for the website’s
overhauled recipe section.
Next we alerted media that harvest
would officially get under way Aug. 15,
and announced NYAA’s crop forecast.
Meanwhile, our expert – and telegenic
– consulting dietitian Linda Quinn,
MS, RD, CDN, is booking appearances
on local TV stations’ morning and
lunchtime shows.
Our goal is to keep your apples top
of mind with consumers throughout
harvest and into the year-end holidays,
by providing media with the tools they
need to do their jobs.
In the coming months, we will
promote NYAA’s presence at the state
fair, pick-your-owns and farm markets,
back to school, cider season, and the
year-end holidays.
Check this monthly column for
updates.
PR Theory
Which/Is social media right for you?
By Julia Stewart
[email protected]
Every apple business – wholesale
and direct marketer – should have
a website. The only companies that
won’t benefit from a website are ones
whose production is 100 percent
captive, and always will be. (Know
many of them?)
You don’t need a fancy site with a
big price tag. You do need at least an
So beyond a website, who should
be social? That depends on your
business’ target audiences. If you’re
direct marketing, then your audience
is primarily women aged 25-54,
including moms – and that means
Facebook.
Facebook requires a healthy time
commitment, mind you. You must
feed it new content a few times a
week heading into and during peak
season, and occasionally off-season;
here too, an editorial calendar can be
invaluable. Plus, you’ve got to recruit
followers – sorry, Facebook isn’t like
Field of Dreams, followers won’t come
simply because you built a page. And
you must be ready to engage with
followers daily.
Beyond Facebook, whether you
employ other social media tools will
depend on how much time you can
commit. Like Facebook, Twitter has
no cost of entry and is popular with
women. However, it requires regular
feeding, ongoing recruiting and daily
monitoring – and shouldn’t mirror
your Facebook page.
If you’re a wholesaler who’s
not interested in connecting with
consumers, then Facebook and the
other social media channels likely
don’t fit your business. But consider
that today’s consumers want to know
where their food comes from. Your
PR plan should map out how to
reach the consumers who are buying
your products from your wholesale
customers.
At the end of the day, don’t forget
that your most important business
interactions are the offline ones – the
families visiting your pick-your-own
or market, your calls to wholesale
customers, letters from happy shoppers.
Your website and social media can
supplement those experiences, but
won’t ever replace them.
This is the sixth column in a series
designed to help you grow your New
York apple business with public
relations. Read previous columns at
http://www.nyapplecountry.com/
industry/core-report.
Want to customize our materials
for use with your local media outlets?
You can download our press releases
from the new website’s Press Room,
or contact me by email at julia@
nyapplecountry.com.
Website, blog, Facebook, YouTube,
Twitter. Pinterest, Google Plus, Four
Square… There are lots of social media
channels, and the list seems to grow
daily.
Wondering which channel(s) are
best for your business? Actually, the
first question to ask should be whether
social media makes sense for your
business in the first place.
To help you answer that question,
you should consult your public
relations plan and the target audiences,
objectives and strategies that you
outlined when you developed it. (See
the March edition’s PR Theory column
for PR planning basics. The few minutes
you spend crafting a plan will bring
focus and discipline to your work, and
help sustain and grow your business.)
In a nutshell, your defined business
strategies should drive your choice of
communications tactics – and social
media channels are just that, tactics.
Website required
attractive, “placeholder” web presence
so that current and potential customers
can find you when they look for you,
learn why they should do business
with you, and contact (wholesale)
or visit (direct market) you. Ideally,
you’ll also seize the opportunity to tell
your company’s story, and to make
personal connections.
Adding a blog to your website is
optional, and ideal for good story
tellers. Keep posts relatively short to
save you time, and keep your readers
returning. Create an editorial calendar
and plan new content out for months
at a time – this could be as simple as a
weekly picture and/or blog post. Make
it easy for visitors to subscribe for
updates via RSS feed.
Social options,
optional
Pollinator health center stage
Minor Crop Farmer Alliance
Pollinator health is an emotionally
charged issue that is here to stay and
must receive specialty crop industry
attention, as underscored by two recent
high-profile announcements.
Citing “a significant loss of pollinators,”
the Obama administration announced
on June 20 a federal strategy to promote
pollinator
health.
A
presidential
memorandum creates a Pollinator Health
Task Force tasked with creating a pollinator
research action plan, coordinating
public education, developing public-­
private partnerships, and increasing and
improving pollinator habitat.
Meanwhile, The Keystone Center
announced on June 18 that it has
assembled a diverse Honey Bee Health
Coalition, which will focus on forage
and nutrition, hive management,
crop pest management, and outreach,
education and communications.
Pollinator health has been a
topic at recent MCFA Technical
Committee meetings; the June 3
meeting included discussion of the
recently released USDA-supported
Bee Informed Partnership report
on colony losses. Past discussion
items have included the likelihood
that USDA will eventually issue
best management practices; and
potentially could include pollinator
protection as part of the programs
the agency administers and funds.
Commercial beekeepers are also
calling for revisions to pesticide
label language to offer specific
protections to pollinators. It appears
this will extend to whole classes of
pesticides, not just insecticides.
To participate in the MCFA
Technical
Committee’s
work
on pollinator health, contact
committee chairman Dan Botts to
volunteer. MCFA is also working
with other stakeholders such as
CropLife America to coordinate
approaches and share information.
Page 10
Core Report® August 2014
It’s always something
By John McAleavey
We are excited about our new crop
which looks to be on par with last
years’ and are out spreading that
message.
However, in talking with our
customers, we’re learning that there
may be an issue with our West Coast
competitors.
In a normal season, California stone
fruit runs out around Labor Day which
works perfectly for retailer to then
transition to our New York apples and
gain all of the available display space.
This year apparently, there is not as
much stone fruit available.
In fact, California is through about
80 percent or so of their crop already.
There isn’t going to be the overlap
this year as there has been in the past.
W
i
t
h
Washington
projecting their
Galas will be
ready
midAugust, they are
going to try and
capitalize on the
shortfall of stone
fruit and their
early crop and
McAleavey
be first to market
with apples and
subsequently secure the prime display
space first.
The issue will then be, if in fact
Washington is ready with their galas
mid-August and retailers switch prime
space from California stone fruit to
Washington apples, how much will
retailers adjust their display space a
few weeks later to include our New York
apples? Let’s try and get the early crop
apple varieties into the marketplace as
soon as possible.
As we know all too well, weather
plays a tremendous part in the success
of our New York apple crop year in and
year out.
We may learn this year how the
weather’s effect on other crops has a
large effect on our business too. In the
produce department, it’s all about real
estate … let’s be sure to beat our West
Coast competitors to the punch! Our
theme as always is Buy Local. Good
selling. Let’s have a great year.
Cornell’s Boor joins board of Food
and Agriculture Research foundation
Cornell University
Kathryn Boor, the Ronald P. Lynch
Dean of the College of Agriculture and
Life Sciences and a professor of food
science, has been appointed to a five-year
term on the inaugural board of directors
of the new Foundation for Food and
Agriculture Research, an independent
nonprofit corporation created under
the 2014 Farm Bill to oversee national
research into food, agriculture
and some other sciences.
It will leverage public
and private resources to
increase the scientific and
technological
research,
innovation and partnerships
critical to boosting America’s
agricultural economy.
“I am pleased to serve in this
exciting new initiative,” Boor
said. “Our charge encompasses
some of our world’s most
pressing challenges, and that
knowledge makes our work, and
its part in fostering real progress,
unquestioningly crucial.”
Authorized by Congress as
part of the 2014 Farm Bill,
the foundation will seek and
accept private donations to
fund research activities that
focus on problems of national
and international significance.
Congress also provided $200
million for the foundation
that must be matched by
nonfederal funds as the
foundation identifies and
approves projects.
The research funded by FFAR
will foster collaboration among
agricultural researchers to
meet research needs through
grants, contracts, cooperative
agreements and memoranda
of
understanding.
FFAR
will complement the U.S.
Department of Agriculture’s
research, education, extension
and economics activities that are
conducted by various agencies,
such as the National Institute
of Food and Agriculture and the
Agricultural Research Service.
FFAR’s board is composed
of 15 directors, selected from
a variety of universities and
private companies nationwide,
with the top five government
agriculture and science leaders
– such as the U.S. secretary and
undersecretary of agriculture
and the director of the National
Science Foundation – serving
as ex-officio members.
“I am thrilled that Kathryn
Boor, of New York, was
appointed to the foundation,”
Sen.
Kirsten
Gillibrand,
D-N.Y., said.
“This new foundation will
provide much needed resources
to our nation’s farmers and
industry leaders in the areas
of food safety, nutrition,
energy, agriculture systems,
technology, economics and
rural communities.”
August 2014
Core Report® N.Y. harvest kickoff
announced to press
Page 11
Concentrate, import numbers
By Julia Stewart
[email protected]
To bring consumer attention to this
year’s apple crop, NYAA has announced
Aug. 15 is the official harvest state date
to consumer media statewide.
The harvest kick-off was proclaimed
to newspapers, television and radio
stations in all growing regions, and
included NYAA’s crop forecast setting
the 2014 crop at 32 million bushels.
NYAA’s report to consumer press
called this year’s crop “a strong encore
to last year’s vintage crop.” It reported
that growers across the state have
had excellent growing conditions,
starting with near-perfect pollination
weather and continuing throughout
the summer. That should result in
ample supplies of consumer-favorite
varieties, with large-size fruit with high
sugar levels, NYAA reported.
Consumers urged
to buy local
The consumer-focused press release
included a strong “buy local” message.
Consumers were encouraged to visit
NYAA’s revamped website to find
local suppliers and learn more about
the state’s top varieties. To build buzz
for the website and the crop, NYAA is
crowdsourcing photos for the website’s
extensive Recipe section.
“We grow more apples than other
state east of the Mississippi, so New
Yorkers don’t need to look any further
than right here to find great apples,”
NYAA President Jim Allen said.
Trades get
strong message
Meanwhile, NYAA’s announcement
to produce and retail trade media sent
a strong message that the New York
industry is ready for another strong
retail showing this crop year. Retailers
were urged to contact their shippers to
find out what they will have available,
and to plan your apple promotions.
“Knock on bin wood, Mother
Nature has smiled on us two years in
a row,” NYAA President Jim Allen
said. “Harvest is on time, we have
plenty of bins and storage, and we are
getting strong retail support in our key
See Kickoff, Page 14
Volunteers Needed
for NYAA’s booth at the New York State Fair
F
or the 15th consecutive
year, we will be promoting the many healthy
aspects of apples by providing fresh apples, sauce
and cider to fairgoers in
exchange for a donation to
the American Cancer Society. This is a great opportunity to promote our wonderful New York apples and
apple products to thousands of fairgoers.
W
e are asking growers, packers, shippers, and apple
industry members to come help us staff this exhibit. The booth is open from 10 a.m. until 6 p.m. You
can join us for a variety of timeframes (10– 5:30, 10–2, or 2–5:30); we’d love to have you help promote apples
as well as your own farm or business, and your generous donation of time will be very much appreciated. Fair
admission and parking passes will be provided. Also, if you have shirts with your farm name and/or logo on it,
please wear it to promote your business.
T
he Fair runs Thursday, Aug. 21, through Labor Day, Sept. 1. Please contact Joan Willis at the NYAA office in
Fishers (585-924-2171) if you are interested in volunteering or have any questions.
Thank you and we hope to see you at the fair!
Page 12
Core Report® August 2014
Wash. grower saves village
As the week progressed and the fires
were contained, the task of providing
power and water to ranchers, and
homes was a monumental task. Jon
Wyss posted: “After fits and starts
and a few miscommunications, the
generators are starting to move in.
We will start going through the list of
those who have signed up for them and
get in touch. Working with Okanogan
Farm Bureau put out a state wide
call for generators to run pumps for
fruit trees and get water to cattle and
horses.”
To all the Gebbers Family and
employees:
“I would like to thank all of you
on behalf of all of us at Chelan
Fruit and the Brewster/Brewster
Flat community for protecting our
business and personal residences
from being destroyed from the recent
fire. All your fire-fighting efforts did
not go unnoticed or unappreciated
by the residents of our community.
Thank you so much for being such a
good neighbor. Please pass this ‘thank
you’ along to all the people I didn’t
have emails for in your family and at
Gebbers Farms.”
OKANOGAN COUNTY, Wash.
— Last month as reported nightly on
the national news, Washington State
experienced the worse forest fires in
history; and if it was not for Gebbers
Farms, the village of Brewster would
have been a charred deserted memory.
As the brush and timber fires raced
across the open land toward Brewster
on July 18-20, not only were thousands
of acres of orchard, timber, and pasture
threatened, but the lives and homes of
over 2,500 residents were in the path
of destruction.
Thankfully for those residents,
Gebbers Farms, the largest single
employer and agricultural operation in
the area, directed all of their resources
to fighting the fires. In the peak of the
Sweet Cherry harvest and packing
season, the Gebbers family diverted
every available tractor, sprayer,
bulldozers, tanker trucks, pumps and
unlimited personnel to stopping the
spread of the fire. It was the massive
D-6 cats that were able in the nick of
time to create fire breaks, while orchard
sprayers, dozens of them, were used to
apply water to hedge rows and the fire
breaks.
Jon Wyss, a member of the Gebbers
management team, posted updates on
Facebook showing the destruction and
the efforts to contain the fire and the
man hours spent in the battle. Jon
also spent countless hours helping
to oversee the firefighting operations
and coordinating bringing in supplies,
generators and equipment.
The efforts lasted through the
weekend and even into the next week,
putting out hot spots and enlarging
the firebreak areas. The results were
gallant as the fire was stopped just
short of the populated areas of the
village. But many losses did occur in
the area, as a dozen homes were lost.
The area of Alta Lake and Pateros, the
adjacent towns, had mass destruction
and losses. The Gebbers Farms
packing and storage complex, one of
Washington’s largest, was spared any
major damage, as well as the orchards.
During all of this cherries were being
harvested and packed and apples were
being packed and shipped.
The outcry of appreciation and
gratitude from Brewster residents
was enormous, and the recognition
by county and state officials for the
extraordinary efforts that a private
operation put forth for the good of the
community was unparalleled.
Joel Kretz of Promised Land Ranch
and Brewster resident posted “Gebbers
crew worked constantly all day to stop
the fire several miles from town; several
fire lines were over run, but many held,
saving homes, barns, haystacks, and
corrals. The fire was stopped on several
fronts and funneled into a single front,
but coming hot and fast towards town.
Gebbers big cats were up higher from
earlier attempts at stopping it, but
thank God that got down in time to
defend the town. An endless stream of
orchard tractors sprayed water on the
roadside fire line. This was truly the
last stand before the fire hit town and
at this point there is NO better sight
then a Gebbers D-6 rolling up the hill.
An extraordinary effort, we all owe
Gebbers Farms and their hardworking
crews a huge thank you.”
Alton Leatherman
Washington State Rep. Joel Kretz and Jon
Wyss are literally on the front lines fighting
the fires. They have skipped out on all the
photo pops and press conferences to fight
the fires.
Patty Knolton writes “Thank God for
all the fire fighters and thank all the
Gebbers who worked so hard to save
our place.”
And finally this last quote from a
grateful neighbor wrote:
“Heroes and true friends and
neighbors walk in when everyone else
walk out … God bless you all”
A tremendous effort by all the
residents and officials to douse the
devil took place and it was because
of neighbors helping neighbors, and
employers and employees working hand
in hand, the efforts were successful.
It was because of the connection the
Gebbers family has to the land, to
their friends and workers, and to their
community that they stepped up to the
fight. It was the resolve of Cass and
Mac Gebbers, and Jon Wyss along with
support from their families that fueled
this magnificent effort. Their actions
have redefined the meaning of a good
neighbor who walks in when everyone
else walks out.
— Jim Allen
August 2014
Core Report® Page 13
Selfie popularity good
for USApple summer contest
U.S. Apple Association
From people clowning around in
orchards to horsing around with their
horses, USApple has gotten dozens of
clever pictures posted on its Facebook
wall the past few weeks.
The
association
challenged
social media followers to grab their
smartphones and take a selfie as part
of its “Apple Summer Selfie” Facebook
contest.
The promotion, which launched
July 1 in time for July 4 festivities
and runs through Aug. 15, encourages
individuals to snap and share selfies
with their favorite apples or apple
products to celebrate the fruit’s
convenience and refreshing taste
during our warmest months.
Wendy Brannen, Director of
Consumer Health and Public Relations,
says that apples’ portability makes
them perfect for summertime snacking
– and snapping.
USApple chooses at least one photo
each week to win a special prize from
one of the campaign partners: Lee’s
Famous Recipe Chicken, TAJÍN
Seasonings, Brooks Tropicals, and
Dizzy Pig BBQ. See “Fried Apple Pies”
sidebar for more partner details.
To see all of the selfies submitted,
visit USApple’s Facebook page: www.
Facebook.com/USApples.
Fried Apple
Pies sealed with
USApple kiss
Lee’s Famous Recipe Chicken, a
casual dining franchise specializing in
chicken, home-style sides and biscuits,
Calendar
AUGUST 21 – SEPT. 1, 2014
New York State Fair
NYAA Apple Booth
Horticulture Building on Fairgrounds
Syracuse
AUGUST 21-22, 2014
Apple Crop Outlook& Marketing Conf.
USApple
Ritz Carlton, Chicago, Ill.
SEPTEMBER 8-10, 2014
The Washington Conference
United Fresh Produce Association
Hyatt Regency Wash. on Capitol Hill
Washington, D.C.
OCTOBER 17-10, 2014
PMA Fresh Summit Expo
Anaheim Convention Center
Anaheim, Calif.
NOVEMBER 2, 2014
TCS NYC Marathon
New York City
DECEMBER 2-4, 2014
New York Produce Show & Conference
New York City
DECEMBER 8-9, 2014
NYAA Board of Directors Meeting
Sheraton Syracuse University Hotel
Syracuse
DECEMBER 9-11, 2014
NY Farm Bureau State Annual Meeting
Rochester
is participating in USApple’s “Summer
Selfie” campaign by promoting its new,
made on-location Fried Apple Pies.
Lee’s has 142 restaurants in 13 states
primarily in the South and Midwest.
Participating stores will seal more than
20-thousand apple pies with USApplelogo stickers that also bear the USApple
website address.
The restaurant developed a coupon
specifically for USApple to distribute
via its Facebook page for local patrons
and summer vacationers to try a free
apple pie with purchase. Lee’s will also
donate gift cards for weekly “Summer
Selfie” winners.
Three
other
companies
are
supporting the program.
Tajîn, the leading fruit seasoning in
Mexico and the U.S., is comprised of a
unique blend of chili peppers, sea salt
and dehydrated lime that enhances
the flavor of fruit and veggies. Tajîn is
providing prize packs and apple recipes
and cross promoting the contest to its
1.4 million Facebook followers.
Brooks Tropicals grows, packs
and ships tropical produce from
Florida and the Caribbean. Brooks is
sharing interesting summer recipes
and product prize packs to showcase
apples with a tropical twist. Dizzy Pig
BBQ makes 17 tasty, all-natural, handblended seasonings.
Dizzy Pig is providing crowd-pleasing
apple recipes perfect for the grill, along
with prizes.
Page 14
Core Report® August 2014
Apple growers’
secret revealed
By Linda Quinn, MS, RD, CDN
Sen. Kirsten Gillibrand, D-N.Y., enjoys New York apples with NYAA President Jim Allen.
N.Y. Farm Days
By Jim Allen
[email protected]
For 13 years the New York Apple
Association has proudly displayed and
distributed fresh New York apples and
cider to hundreds of “Hill” people at
New York Farm Days.
Sen. Kirsten Gillibrand, D-NY,
sponsored the event in Washington,
D.C., which was started by then-Sen.
Hillary Clinton D-N.Y., when she
served in the Senate.
This yearly event, which is sponsored
in part by the New York Apple
Association along with other New York
ag groups, is designed to highlight
New York agricultural products and
showcase the plethora of great foods,
wines and now spirits from New York.
The event, held in the Kennedy
Caucus Room in the Russell Senate
Building on Capitol Hill, attracts
Senators,
Congressmen
and
Congresswomen from New York and
other states. Visiting our booth this
year were Sens. Gillibrand and Charles
Schumer, D-N.Y.
In addition to the Senators, Reps.
Richard Hanna, R-Barneveld, Timothy
Bishop, D-Southampton., and Chris
Gibson, R-Kinderhook, from New York
all enjoyed cider at our table.
Our presence allows us to meet
and greet our representatives and
their staff, and exchange dialog in an
informal atmosphere.
Many have wondered why apple
growers seem to have the most
beautiful wives and so many children.
There has always been a hint
of jealousy among dairymen and
vegetable growers. Whether at a Field
Day or Fair,
countless folks
would notice
this
trend.
Now
Italian
researchers
have
shed
light on what
apple growers
have known
for decades:
E a t i n g
apples make
Quinn
women more
amorous.
Throughout history, there has always
been a mystique about the “powers” of
apples. Since Adam and Eve in the
Garden of Eden, apples have been
considered a symbol of temptation.
Folk lore concerning the aphrodisiac
qualities of apples dates back to the
ancient Greeks. In fact, Greek men
would throw an apple at the woman
that was the “Apple of His Eye”, if she
caught the apple, it was considered an
engagement ring and they would soon
marry.
Apples have also been used in love
spells in many cultures. According to
food writer Amy Reilly, “what pretty
girl could ever pass up a shiny, lipstick
red, orchard-fresh fruit of the gods?”
Now research reveals that there is
actually science to back up all this
conjecture. In their study “Apple
consumption is related to better
sexual quality of life in young women.”
Archives of Gynecology and Obstetrics,
July 2014 Italian Researchers surveyed
731 women aged 18 to 43.
What did they find? Women who
ate more apples reported being
more “satisfied.” Apples contain
high quantities of polyphenols and
antioxidants. They also contain a
compound called phloridzin, which is
similar in structure to the female sex
hormone estradiol.
Eating natural and delicious apples
can benefit health in many ways. Now
we know that apples may help women
enjoy their lives more fully.
We tried to contact apple growers
for this story and were met with
“No Comment.” Finally one grower
we cornered smiled, shrugged his
shoulders and simply said, “Happy
Wife, Happy Life”.
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For more information about this
study and other information about
the benefits of apples, visit our
website Nutrition Section at www.
nyapplecountry.com.
State purchasing
of N.Y. produce advocated
By Molly Golden
[email protected]
“Let’s start making sure New York
is New York’s customer,” Agriculture
Commissioner Richard Ball said
at the July 24 meeting between
the Office of General Services and
with agriculture industry leaders to
discuss the procurement process of
New York grown commodities for
state agencies.
New York state agencies are
attempting to make true to desire to
procure New York-grown products; but
due to the bidding processes involved
Kickoff
Continued from Page 11
markets – all in all, we are off to a good
start and have high expectations.”
In the coming weeks, NYAA will
work to keep New York apples top of
mind with the state’s media, reporting
on our presence at the state fair,
highlighting pick-your-owns and farm
markets, announcing cider season and
tying apples into the year-end holidays.
View these and other NYAA
press releases online at www.
nyapplecountry.com/press-room.
Industry members are invited to
customize NYAA releases for use
with your local media. For assistance,
contact NYAA’s Julia Stewart by email
at [email protected].
and the approved vendor process,
the ability to guarantee this now
must take a step further by requiring
their approved vendors carry New
York-grown products such as apples,
potatoes and other goods.
Department of Corrections officials
were
present
discussing
their
centralized purchasing agency which
bids out weekly their required items for
the state prison system menus. There
are 14 regions that are bid out and
each approved vendor must be able to
supply all items; not just apples. This
is where the problem of distribution
lies; our shippers must ship apples to
the approved vendor according to the
specs required by DOC (120-125ct,
40# cs eating apples). We are working
to get the spec more specific, since
“eating apples” is about as generic as
it gets.
Other agencies present at the meeting
were the Office of Mental Health, which
only utilized frozen diced products for
their meals, and the Office of Children
and Family Services, which utilizes
Sysco and other produce suppliers,
but works off of the list of New York
products they carry; not requiring of
their suppliers certain products.
The Office of Aging, which has 59
county-based agencies that supplies
programs for the elderly such as Meals
on Wheels, has 500 food prep sites
across the state and sources 85 percent
of their produce locally.
For more information on the
approved vendors for DOC, please
contact the NYAA office at 585-9242171.
August 2014
Core Report® Page 15
A couple of screen captures from the new www.nyapplecountry.com. Clockwise from left,
the variety guide, the pick-your-own locator and the recipes page.
Site
Continued from Page 1
on the new site,” NYAA President Jim Allen said.
“That dovetailed perfectly with the requests we got
from industry, asking us to help them better connect
with consumers.”
The updated site features:
• “buy local” messaging emphasized on the site’s
home page;
• locator maps to help connect consumers with pickyour-owns, direct marketers and cider producers;
• profiles on 24 of New York state’s top apple
varieties, including Honeycrisp, McIntosh and Gala;
• an extensive, searchable recipe collection;
• facts about the New York apple industry and apples
in general, as well as frequently asked questions;
• a large Nutrition section, including apple
Nutrition Facts, health and weight benefits of eating
apples, and research updates from NYAA Consulting
Dietitian Linda Quinn, MS, RD, CDN.
“Our goal is to re-establish nyapplecountry.com as
consumers’ go-to source for information about New
York state apples, and to connect consumers with the
New York state apple industry,” Allen said.
To build buzz, NYAA
crowdsourcing
recipe photos
Throughout the harvest season, NYAA will promote
the refreshed site to consumers through media
relations and social media.
To help NYAA create buzz about the new site, the
association is crowdsourcing recipe photos from New
York state apple fans.
Photographers will be credited on the recipe’s page,
and on NYAA’s Facebook page at www.facebook.
com/nyapples.
“We know that with food, a picture is definitely
worth a thousand words, so we are hoping that
our fans will help us add photos to the Recipe
section,” Allen said. “We know cooks tend to be a bit
competitive too, we are counting on that,” he added
with a smile.
Turn
Continued from Page 1
com/find) to make sure it is up to date.
• Wholesalers and processors: Check our
directories to make sure your information is correct.
To access the directories, click on the “Industry” link
found at the very top of the home page, then select
“NY Apple and Apple Products Directories” from the
right-hand menu (or point your browser to www.
nyapplecountry.com/industry/ny-apple-and-appleproducts-directories).
• To request changes: Contact NYAA’s Joan Willis by
email at [email protected] to request changes.
• Add a link from your site to ours.
• Send us your public event information, for
posting to our site (see www.nyapplecountry.com/
find/events).
• While you are at it, follow us on Facebook at www.
facebook.com/nyapples.
And send us your feedback on the site via www.
nyapplecountry.com/contact.
Page 16
Core Report® August 2014
Export Report
APHIS proposes rule
to allow fresh apples from China
Freshfruitportal.com
The U.S. Animal and Plant Health
Inspection Service has proposed
a new rule to allow imports of
fresh apples from China into the
continental United States. The
agency has recommended a systems
approach including registrations and
inspections of operations, the bagging
of fruit, safeguarding, labeling and
that consignments be on a commercial
scale.
Under
the
framework,
this
approach would suffice in areas
where Oriental fruit fly (Bactrocera
dorsalis) is not known to exist, while
growers in areas where the pest
may be present must fumigate and
refrigerate their apples.
The move follows on from a pest
risk analysis released more than a year
ago, which found measures beyond
standard port-of-entry inspection were
To comment
Go to www.regulations.gov
Search: ‘Importation of Apples from China’
required to mitigate the plant pest risks
posed by Chinese apples.
APHIS will be considering all
comments received on or before Sept.
16.
According to a post on the Federal
Register, no more than 10,000 metric
tons of fresh apples would be expected
for import from China annually, which
would be the equivalent of about 5
percent of U.S. imports and 0.44
percent of the U.S. domestic fresh
apple supply in 2012.
“Most of China’s fresh apple exports
to the United States would likely be
shipped to West Coast ports, primarily
ones in California,” APHIS said.
“California is also the largest market
for Washington apples, and any effects
of the proposed rule may be borne
mainly by Washington and California
apple growers, in particular, U.S. apple
growers of the Fuji variety.
“U.S. apple growers of other varieties
Russia bans produce from West
The U.K. Guardian
Vladimir Putin has banned the
import of agricultural goods from
countries that have imposed sanctions
on Russia in a tit-for-tat move that
deepens the economic standoff
between the Kremlin and the west.
Russian government officials have
been told to draw up a list of western
agricultural products and raw materials
that will be banned or restricted for up
to one year, according to the decree
published on the Kremlin website.
In tacit recognition that Russian
consumers will bear the cost of the
import ban, the decree also instructs
officials to come up with measures
to stabilize commodity markets and
prevent food price rises.
The import ban follows a threat
of retaliation from Russia’s prime
minister, Dmitry Medvedev, in
response to the grounding of the
budget airline subsidiary of Aeroflot
as a result of EU sanctions. Russian
officials are reported to be considering
banning European airlines from flying
to Asia over Siberia.
Food has also been caught up in
political tensions between Russia and
Golden
Continued from Page 3
This trend of year-round apples
available to consumers is good and
bad; good because consumers are
eating apples and getting the health
benefits, bad because there is a chance
that the fruit is either beyond its prime
or lacks the flavor profile of our appleswhether freshly picked or stored our
apples just taste better. But, this adds
to the excitement of a new crop of
New York apples; consumers and
retailers alike are excited for
this crop and cannot
wait for that first
crunch.
y
l
l
o
M
the west. In recent days Russian food
safety authorities have banned the
import of Polish fruit and vegetables,
while McDonald’s cheeseburgers and
milkshakes are being investigated
by a regional branch of consumer
protection agency Rospotrebnadzor.
The import ban will hit all EU
countries and the United States, which
last week stepped up punitive action
against Russia in response to Moscow’s
support for eastern separatists in
Ukraine, unwavering despite the
downing of Malaysian airliner MH17.
The Kremlin decree did not specify
which foods would be affected, but an
official told the newspaper Vedomosti
that the list would include meat, fruit
and vegetables, but not wine or baby
food.
Russia is Europe’s second largest
market for food and drink and has been
an important consumer of Polish pig
meat and Dutch fruit and vegetables.
Exports of food and raw materials to
Russia were worth 12.2 billion Euros
($16.3 billion) in 2013, following
several years of double-digit growth.
and in other areas may also experience
limited effects in terms of increased
competition.”