Good Fruit Grower ran a story in our April 15 issue about the Washington Apple Commission discussing uses of its apples logo and sticker.
The discussion confused some — me included, it turns out.
Two issues were under discussion in that March meeting: a cooperative design proposal for point-of-sale promotional materials to better identify Washington fruit in the international marketplace as being from Washington; and the use of the Washington Apple Growers logo on the PLU/UPC sticker, which is not currently used by all Washington packers and marketers.
Both issues are intended to better align the commission’s promotional activities with the apples on display at international retail and to support Washington growers, but I confused the two in writing about them.
Todd Fryhover, president of the Washington Apple Commission, wrote a note to clarify the two issues for me — and for our readers:
“The cooperative design effort is focused on point-of-sale display materials. Too often, international consumers either don’t see the Washington Apple Growers logo on the displayed apples due to size, blending of colors or lack of usage. In addition, due to high turnover within the produce department, the apples on display and promotional signage aren’t always aligned. The new cooperative design, when used strategically on point-of-purchase materials, would reinforce the link between Washington growers and the fruit on display. (Proposed logos, not final, are above.)
The second item under discussion was the Washington Apple Growers logo (WAC logo) on the PLU/UPC sticker (see image). The world is a competitive place with fruit from numerous origins fighting for shelf space, and the Washington industry has maintained long-term quality and value in international retail and wholesale venues. Our point is simple: As fruit from other places enter the markets, total world apple inventories increase, and the value of the U.S. dollar continues to rise, the industry would be wise to use “every available tool” to build upon its excellent reputation gained over 40 years of international sales and investment. Retail is where the WAC allocates the majority of our resources, and consistent consumer messaging through a uniform Washington Apple Growers logo is critical to our international success. The Washington Apple Commission board supports using the Washington Apple Growers Logo on all varieties.”
Todd plans to meet with packers and marketers in the weeks ahead to discuss these two issues further.
Accuracy is paramount in journalism, especially for us at Good Fruit Grower. Several commissioners pointed out the confusion on my original story to both Todd and to me. I’m sorry about my own confusion, but I’m also grateful to readers who care so much about this magazine, who rightly see it as their own. That’s the trust we strive to earn every day.
• Shannon Dininny is editor of Good Fruit Grower. You can email her at firstname.lastname@example.org