The June 2015 issue of Good Fruit Grower examines how new varieties are changing the economics of the apple industry.
When the domestic market tilts toward some varieties and away from others, the game changes. Growers who made bets on certain varieties win and others lose.
I did an orchard tour recently with one grower who was determined to move away from Red Delicious and place his bets elsewhere, especially on Honeycrisp.
He would acknowledge everything that’s wrong about Honeycrisp; yes, it’s a challenge to grow and pack. But there’s good money to be made with Honeycrisp.
In farming, it used to be they eat what we grow. Today, it’s different. We grow what they want.
Ed Kershaw, chief executive officer of Domex Superfresh Growers, described the role of the consumer in a talk he gave to the Yakima Rotary Club in April. Consumers, he said, decide which varieties are grown and not grown.
They make their choices based on their own research and advice from trusted friends, a decision cycle that is shared on social media. If consumers like something, they spread the good news.