The Fruit Growers News - December 2000

Rather than throw darts at a chart of apple varieties, growers need to talk with marketers and figure out what consumers are buying when making decisions on what varieties to grow.

That can be a complex decision, balancing what grows best with consumer demand for a particular variety. Harvest windows and supply of labor needed, particularly if a grower relies heavily on one variety, are other factors in growing decisions.

“It’s a decision each individual grower has to make in conjunction with the sales and marketing team he works with,” said Jim Cranney, vice president of industry services for the U.S. Apple Association (USApple).

Under ideal circumstances, the United States varietal mix is reasonably distributed across producing regions, and varietal supplies are sufficient to support fresh market and processing apple demand for any particular variety, according to a report from USApple. A chart of U.S. apple production by variety shows Red Delicious decreasing, Golden Delicious holding steady and the next most grown varieties Fuji, Granny Smith and Gala increasing in production.

“There’s really only one factor the grower needs to use in deciding what to grow - will the consumer want it,” said Bruce Barritt, horticulturist and apple breeder from Washington State University. Growers also have to consider their particular land and climate, as some varieties aren’t suitable for certain areas, according to Barritt and others in the apple industry.

“Unless you have the right conditions to grow it, you shouldn’t grow it,” said Barritt. “Choices are extremely limited right now.” Barritt said that basically there’s enough apples in the ground to meet demand including some of the newer varieties such as Fuji, Gala and Braeburn that have increased production.

“Early on rewards on some of the new varieties had been really good,” said Don Armock, president of Riveridge Produce Marketing in Sparta, Mich. about varieties such as Ginger Gold, Sunrise and certain types of Fuji. Higher profits on some of these newer varieties causes more growers to plant which in turn can lower prices, according to Armock. He said some of these varieties haven’t always found their way in the marketplace.

Armock said consumers can try new varieties and then decide they aren’t for them. “Does the apple deliver what the marketplace needs? Apples have to be distinctive in appearance, flavor and eating,” he said. He advises growers to determine their “risk capital” when it comes to new varieties and only plant what they can afford to lose.

“Judge how much risk you can afford to deal with. Varieties are one of the major decisions you’re going to make,” said Armock. “There’s been a lot of bad mistakes made that growers don’t talk about with one another.”

Armock said he believes there’s some base “meat and potato” varieties that are going to be here for a couple of generations. He said any apple variety needs to have shelf life with the legs to go through the distribution chain from harvest, storage to consumer - apples with taste, texture and distinctiveness.

“Gala is very definitely a winner - it’s already been proven a winner. Fuji is right in there as well. It remains to be seen if we can pack out well. There are some non-grower friendly aspects to it. Braeburn to a lesser extent is finding its way to the marketplace,” said Armock.

“We need to go to the next level of professionalism to deliver the kind of quality consumers are looking for or we’re going to be on the outside looking in.”

When it comes to varieties Red Delicious is still number one although its numbers have gone down from a five-year high of 109 million bushels in 1998. USApple 2000 forecast for Red Delicious is 89 million bushels. Red Delicious and Golden Delicious together are expected to make up 49% of the total U.S. apple production in 2000, compared to 46% in 1999, according to USApple.

“It’s still the number one apple in the world. For the first time Washington state will produce less than 50 million bushels of Red Delicious,” said Jim Allen, president of the New York Apple Association. Allen said there’s starting to be less supply of Red Delicious because the markets haven’t been real profitable for the variety.

“I believe there’s always going to be a market for Red Delicious,” said Allen. Armock said that “really good” Red Delicious continues to sell well, although some fruit quality has been less than adequate.

New York’s number one apple is McIntosh. “It’s a dual purpose apple,” said Allen. He said the Empire is starting to pick up speed in New York and nationally as well. In New York’s northern Champlain region 95% of what they grow is McIntosh, Allen said. This creates the logistical and marketing challenge of getting 300,000-400,000 bushels in storage in a nine-day harvest period.

The risk is spread out in New York, with three distinct apple growing regions. Allen said. Galas are coming on strong and the state has enjoyed excellent results with Fuji. “The color of our Gala is outstanding,” he said. In New York there’s also a fair amount of Honeycrisp coming into production.

Tree Top in Washington state surveys growers every two years and prepares a report on “Apple & Pear Variety Production and Planting Trends in Washington.” Tree Top’s 1998 report, prepared by Lindsay Buckner, senior vice president-field services, illustrates the continued growth of fresh apple production with under 40 million boxes produced in 1975 to 100 million boxes in 1998. Like other states Washington growers are relying less on Red Delicious which was 69% of its production in 1975, down to 54% in 1998.

Tree Top’s report shows what varieties are being planted. For 2000 the report estimated that Gala is the top variety being planted at 27.8% of the total, followed by Red Delicious at 14.4% of the total and then Granny Smith at 13.3%.

Following is an excerpt from Buckner’s report about Gala. “Galas are becoming a popular variety among consumers. The market growth has been able to keep pace with the increased production over the past few years. Galas tend to be grower friendly, producing high yields per acre of good quality, early fruit. The current trend is toward higher-coloring, red strains of Galas. There is some concern in the industry that Galas may be over planted, but these are not reflected in the planting trends for 1997-2000.”

Buckner’s report summarizes that the industry in Washington is diversifying, although Red Delicious is still the dominant variety. Another industry trend cited by Buckner is the continued rise in high density planting.

Nationally, fresh market varieties are forecast at 74%of the crop compared to 69% of the crop in 1999, according to USApple. This increase is due to the increase in fresh market varieties in the Northwest. According to the USApple report dual-purpose varieties will make up 3% of the western crop, 36% of the eastern crop and 49% of the Midwest crop.