rubyfrost and snapdragon · profitable growing and marketing of new york apples. stories and photos...

Huge promotions across all plat-forms in the works....................................... Page 4NYAA ads to start appearing in ‘Edible’ magazine....................................... Page 5

Wambach promotional campaign already drawing attention....................................... Page 5Paul Baker on the lessons we can learn from Detroit....................................... Page 6Immigration reform on hold again....................................... Page 7

For now, FDA’s new arsenic rule creates little negative publicity....................................... Page 8

NYAA teaming up with Radio Dis-ney on special fall promotion..................................... 1

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In this Issue

7645 Main StreetPO Box 350Fishers New York 14453-0350

Official Newspaper of the New York Apple Association Volume 2, Issue 3 August 2013

Inside:Jim Allen named to state board.

Page 10

RubyFrost™

and SnapDragon™• New York Apple’s managed variety names revealed

After months of extensive

consumer research, the New York Apple Growers recently unveiled the names of two

new apple varieties -- SnapDragon™

and RubyFrost™ developed in partnership with Cornell University.

Previously known by the aliases of NY1 and NY2, the newly named varieties will be rolled out this fall with NYAG member farm stands, a first step in building consumer awareness. Limited supplies to select supermarket retailers will be available in 2014 with a larger distribution expected for 2015.

The names were revealed on Aug. 1 by Jeff Crist, Vice Chairman of the Board of Directors of NYAG at a field day at the New York State Agricultural Experiment Station in Geneva, N.Y., where Cornell University breeder Dr. Susan Brown developed the varieties.

“SnapDragon™ is known for its crispy texture, delicious flavor (sweet and juicy) and distinctly bright red dappled color,” Crist said. “Studies indicated that this apple will appeal to Moms and kids.”

SnapDragon™ gets its bursting, juicy crispness from its Honeycrisp parent, and it has a spicy-sweet flavor that was a big hit with taste testers.

“I remember my very first bite of SnapDragon™. The taste, the crispness and the juiciness impressed us,” Brown

said. “Retailers will appreciate its other qualities as well, because although SnapDragon™’s harvest window starts relatively early—in late September—its long storage and shelf life means retailers may be able to offer it with consistent quality for a longer time than Honeycrisp.”

RubyFrost™ ripens later in the fall providing a classic taste of autumn well into winter and packing an added

punch of vitamin C. Studies indicate the taste matures in storage.

“RubyFrost™ has a deep beautiful red color and is a good tasting apple that is known for its crisp texture and unique flavor,” Crist said. “This variety will be marketed to consumers as a limited edition, seasonal variety only available

See Names, Page 14

Lidl likely to‘copy’ Aldi in U.S.Supermarketnews.com

LONDON — The analyst who reported that Schwarz Group is studying the United States for potential expansion of its Lidl discount chain believes the company will be building stores there by early 2015.

Matthias Queck, a research director at Planet Retail here, in a recent web presentation said that slowing growth in saturated European markets is forcing Schwarz to look at new markets, including the U.S. Currently operating in 26 European countries, Lidl is the largest grocer by sales in all of Europe, but it is “poised to fi nd greener pastures beyond the trodden paths,” as growth in existing markets has slowed while the U.S. discount channel is still underdeveloped, Queck said.

Planent Retail in June reported that Lidl has assigned two executives — Kenneth McGrath, managing director of Lidl Ireland; and Kevin Proctor, a member of Lidl Ireland’s executive board — to study the feasibility of a U.S. expansion, but Queck suggested a decision to enter the United States has likely already been made.

“We consider the so-called feasibility analysis to be a factual ‘yes’ to a market entry, rather than an open question, simply because the company is in need of new long-term expansion while it is nearing saturation in 26 European markets, some of which will remain economically challenged for years to come,” Queck said.

Queck said that the Lidl study is expected to be complete by the end of 2014 and that the company could open as many as 100 stores in 2015 as part of a $650 million expansion.

He said Lidl would likely build on the East Coast where its limited-assortment discount model has already proven successful by its Germany-based rival Aldi, which has operated in the U.S. since 1976.

“Rather than open in a new area with a new concept, Lidl may feel safer elsewhere, even if it’s not alone,” he said.

“It would allow it to copy the assortment of its rivals rather than taking the risky and complex route of fi nding the right product for such a diverse market.”

Queck said Lidl has previously been successful growing through what he called a “copycat” strategy in European markets. In the U.S., the retailer would take a similar path to Aldi, locating fi rst in strip shopping centers nearby larger retailers, before pursuing standalone boxes and stores offering additional brands and services. He said its U.S. strategy would be “Aldi-plus and see what happens.”

Belle Foods sellsall of its storesThe Birmingham (Ala.) News

BIRMINGHAM, Ala. – All 44 of Belle Foods’ remaining grocery stores will go up for sale to help pay down the more than $42 million in the Birmingham company’s debt.

In a deal reached with its largest creditor and approved by a U.S. Bankruptcy Court judge today, C&S Wholesale Grocers Inc. will sell all of the 44 stores Belle now owns while C&S extends the debtor in possession fi nancing to Belle Foods to allow its grocery stores to continue operating until the sales can be completed by Oct. 4.

Belle’s owners, father-and-son team Bill and Jeff White, will be able to join other bidders to try to buy and maintain some of the stores.

However C&S will take the best offers on the stores to help satisfy Belle Foods’ debt.

Belle Foods is already closing 13 other stores previously approved by the bankruptcy court on July 2, the day after Belle fi led for Chapter 11 bankruptcy protection.

“Belle has agreed to sell the 44 stores because it believes the sale of the stores presents the best opportunity to maximize value for the benefi t of its creditors,” Belle said in a news release.

“At this point, this is the best way to serve our customers, preserve jobs for our employees and support our communities,” said Bill White, owner and president of Belle, in his fi rst offi cial statement since fi ling bankruptcy.

“We expect these stores to be sold as on-going operations and will work with any new owners to see that our people remain employed. We have some of the best and most experienced grocery professionals in the south working in our stores.”

C&S may closeAlabama facilityBirmingham (Ala.) Business Journal

BIRMINGHAM, Ala. — Belle Foods’ largest creditor, C&S Wholesale Grocers Inc., may shutter its warehouse in Oxmoor Valley, laying off 203 people.

The New Hampshire-based company’s Birmingham Logistics LLC said in a legally required notice to the state that it could begin layoffs at 400 Industrial Drive as soon as August 28, AL.com reported today.

Whether C&S actually closes the warehouse depends on whether Birmingham-based grocer Belle Foods continues to use the wholesale grocery distributor, the report said.

An attorney for Belle Foods, which fi led for Chapter 11 bankruptcy protection with more than $42 million in debt July 1, was quoted in the report as saying the grocer has no plans to change distributors. Belle is currently reorganizing with the hope of returning to solvency.

Belle, a tenant of the C&S-owned offi ce building that was formerly home to grocer Bruno’s, directly and indirectly owes C&S $34 million, the report said.

Demoulas remains head of Market BasketThe Portsmouth (N.H.) Herald

SEABROOK, N.H. — After a nearly 13-hour meeting , the Market Basket board of directors made no motion to remove President and Chief Executive Offi cer Arthur T. Demoulas from his post.

Demoulas released the following statement to the media late at night on July 18: “I am pleased with today’s result. I hope to work constructively with the Board going forward. It is my desire to continue to look out for the best interests of or customers and employees. Together we have built a fi ne organization and I am extremely proud of you. Thanks to everybody for their tremendous outpouring of support.”

Matthew Matson, manager of the Market Basket on Woodbury Avenue, returned to the store at 11:30 a.m. after showing support outside the Wyndham Hotel in Andover, Mass., for Demoulas.

“It was intense,” he said. “A lot of passion and love for one of our own.”

Hundred of supporters, including about 50 employees from the two Market Basket stores in Portsmouth, lined the road to the hotel Thursday before the board met at 10 a.m.

The board, which includes Demoulas’s fi rst cousin, Arthur S. Demoulas, had been expected to meet for several hours before deciding whether to oust the CEO of the family-owned supermarket company headquartered in Tewksbury, Mass. The board is scheduled to meet next at the end of August.

Arthur S. Demoulas has questioned business decisions made by the CEO. Since Arthur T. Demoulas was appointed to the position in 2008, Market Basket has increased sales by one-third, added roughly 8,000 employees, maintained one of the highest profi t margins in the business and won acclaim from industry analysts, according to the company.

Core Report® August 2013

Retail ReviewNews from the retail marketing industry

By Molly GoldenExcitement is in the air anticipating

the upcoming crop. Ads are being planned for early New York apples, and loyal retailers are making space for i n c r e m e n t a l displays of New York apples.

Despite the struggles of last season, they have seen the category

grow. Unfortunately, we all know they had to supplement their displays with product from afar; but they are not going to let the trend slide and they are committed to further growth with New York apples. With that being said, we must ensure their supply is stocked

and ready to go. We have the apples to fi ll their shelves, and the varieties consumers want and seek out.

Our recent annual crop estimate conference call on July 25 confi rmed that the fruit is on time and looking good. Our staff and board of directors, as well as Mike Fargione and Debbie Breth of Cornell, discussed how things are shaping up across the state.

Will Gunnison and Jay Toohill of District 1 (Champlain Valley) confi rm the crop is shaping up to be 90 percent and relatively clean. Fruit size may be down slightly because of thinning issues. Weather has been an issue with reports of hail damage and slight sunburn affecting the fruit; but with new plantings coming on, the yield is looking good.

In the Hudson Valley, Mike Boylan and Kurt Borchert report the crop

August 2013 Core Report®

Core Report® is published monthly by the New York

Apple Associationas a member service.

New York Apple Assn.Contact

7645 Main St., Fishers, NY 14453-0350Phone: (585) 924-2171, Fax: (585) 924-1629www.nyapplecountry.com

StaffJames Allen, President, [email protected] Golden, Director of Marketing, [email protected] Willis, Executive & Communications AssistantCathy Jadus, Administrative & Retail AssistantEllen A. Mykins, Accounting Dept.John McAleavey, Northeast Account ManagerLinda Quinn, Nutrition Spokeswoman

Board of DirectorsWill Gunnison, Vice Chairman, District 1, Crown Point,

(518) 597-3363, [email protected]

Jay Toohill, District 1, 518-846-7171,

[email protected]

Kenneth A. Migliorelli, District 2, Tivoli, (845) 757-3276,

[email protected]

David Jones, District 2, 518-537-6500,

[email protected]

Kurt Borchert, District 3, 845-236-7239,

[email protected]

Michael Boylan, Chairman, District 3, Gardiner,


Joseph Porpiglia III, District 3, Marlboro,


Peter Fleckenstein, Secretary/Treasurer, District 4,

Lafayette, (315) 677-5105, peterfl [email protected]

Douglas DeBadts, Jr., District 5, Sodus


Chris Hance, District 5, Pultneyville, (315) 589-4212,

[email protected]

Brian Nicholson, District 5, Geneva,


Phil Wagner, District 5, Wolcott, (315) 521-7548,

[email protected]

Kevin Bittner, District 6, Barker, 716-778-7330,

[email protected]

Kaari Stannard, District 6, Medina, 518-477-7200,

[email protected] Wooworth, District 6, 585-682-4749,

[email protected]

President’s Message

By Jim [email protected]

This was the same headline I used on my column written in November of 2006.

Even though it is tempting to “reprint” that column (as I am positive no one would ever know if I did, as I am sure I’m the only one that saves each Core Report®), I never have and I vow never to just “reprint” a column. BUT, I am going to use some facts

and quotes from before because they are just as relevant today as in 2006; perhaps even more.

In 2006 my point was to show by example how the many different promotional programs and activities are spread across the industry, and hopefully impact both the smaller direct marketer, as well as the largest commercial marketers. The perception has been, and likely still exists for some, that the New York Apple Association only spends money to promote New York apples at the largest of retailers, such as Wal-Mart, Costco, Shoprite, Wegmans, Price Chopper, and Tops, just to name a few of the many.

The perception that we DO spend a great deal of funds on those accounts is correct. The thought that we do not target the smaller retailers, or

promote for the direct market sector, is incorrect. We spend closely the same here as well.

A huge portion of this year’s budget is categorized as consumer advertising. Money spent directly on consumers to help infl uence them to purchase New York apples and apple products. Across the New York state airways, both TV and radio and now an expanding online presence, we are reaching consumers with hundreds of thousands of impressions about New York apples. These consumers are shopping at ALL apple selling locations; big box grocery stores, green markets, orchard stores and on-farm markets with pick-your own (PYO) and community farm markets across the state.

TV, Internet or radio does not fi lter out specifi c shoppers, but reaches everyone that is turned on, tuned in or hooked up. The fact is customers that prefer to purchase directly from the grower are more apt to use online tools to help locate or source products. For years we have adopted the philosophy that creating a favorable New York apple buzz in the fall, helps drive customers to the apple category; both at the farm level or in the grocery produce aisle. It’s all about building the excitement for New Crop New York apples.

This year is no exception as we are also using additional tools to reach customers, such as Edible magazine, which is covered in this issue of Core Report® as well. The consumer advertising campaign this year will be bigger than ever, and will reach more consumers than ever before. At the same time our war chest is loaded with

Jim Allen

Branching Out

Great harvest takes shape

Molly Golden

NYAA promotionstarget all segmentsof the industry,big and small!New York Apple

Association staff: Front row, from left — Ellen Mykins, Molly Golden. Back row — Jim Allen, Cathy Jadus, Joan Willis.

See Allen, Page 14

See Golden, Page 13


Apple ads will be HUGE,New York …. HUGE!By Jim [email protected]

BACK After A YeAr off, the New York Apple Association will be HUGE on the airwaves and on

digital media this fall advertising New York state apples.

As a disclaimer, I will say that while most of us are familiar with the term “huge,” and we likely have heard it a few times on TV or radio, we do not mean to imply that our on-air presence

will dominate the air space. What we are saying is that c o m p a r e d to the last few years,

when advertising budgets were much smaller, our message this year will be more frequent and will have expanded coverage.

We have increased our TV spots considerably as well as expanding into new markets on the radio and on-line. For us that’s big!

Our media buying team is presently negotiating with television and radio stations to make our purchases. We anticipate purchasing at least 2,250 15- and 30-second television spots in Albany, Poughkeepsie-Newburgh (cable), Buffalo, Rochester, and Syracuse. Starting in Albany the end of August and the rest of the state early September, the TV campaign will last for a total of 14 weeks, skipping a few weeks in November and December, then resuming in January and February.

We have developed two new ads for this season. The fi rst to appear will be a creative time-lapse style that follows the apple from blossom to awesome and then to harvest. This will appear early to announce that the crop is here. We will follow this message with our Abby Wambach feature ad that will show throughout the fall and into the

winter. Both commercials are being created as I write this.

In addition to the visual TV spots, radio waves will be touting New York apples throughout the state. We will be using Abby Wambach’s voice to introduce specifi c apples. Each message will start with “Hi I’m Abby Wambach, soccer player and New York apple lover. Here are the just picked apple varieties you can enjoy today.”

The announcer will then update listeners on the varieties being harvested. Other radio spots by Abby will tell customers “to make it your goal to enjoy fresh New York apples.”

Having her endorse our apples will be a great message for moms and kids. We expect to have more than 1,000 spots.

Keeping up with the times in today’s advertising world is almost impossible. Each day we learn more about how to reach consumers through what use to be considered unconventional ways such as Facebook, and news sites. If it wasn’t on TV or in the paper, who knew?

Today if it’s in the paper, then it’s old news; and if it’s not online, you might not know about it. We have never used the newspaper much, but we are now fi nding that by using the online versions and defi nitely the online news sites

across the state, we can reach literally millions of viewers each minute.

This year, our online advertising campaign has been bumped up and expanded.

Next month we will go into detail on how that all works and explain social media advertising. It is quite interesting and the coverage can be phenomenal. Also in October, we will be reporting on our NY ABC-7 advertising campaign for New York City and the surrounding metro region, as a build up to the ING NYC Marathon.

So we are back spreading the good news about New York state apples for this season.

Letter to the Editor

Consumer wants more accessto fresh New York apples

Editor’s note: The following e-mail was received by the New York Apple Association in July.

I was standing by a produce stand in a fl ea market in Tampa (Fla.) and overheard a shopper ask a young girl behind the counter what kind of apples were the ones before her.

The girl replied that she didn’t know that she was just giving her mother a break. I told the woman they were Cortlands and she shouted across the aisle, “Ethyl, they’ve got Cortlands.”

You have never seen so many Michigan, Ohio and various other east-central states’ heads go up.

The stand did a good business. Most western New Yorkers, Ohioans, Michigan people as well as Ontario people gravitate toward the west coast of fl orida.

Out of a hundred units in our small park at least 90 of them are from those areas.

We can get foreign apples, Washington state pulpy, punky ones (which stink), but we can’t get any New York state apples. I have two Empires, one Ida Red, one Red Spy (quite old) and two of the full size Northern Spy apples I planted in 1964.

How I miss them in Florida.I have a truck driving neighbor who hauls beer from

Tampa to Pottsville, Pa., and I ask him what he brings back. I asked him the price to run up to the Sodus area and bring back a load of apples.

He’s checking it out. I hope you are.I’ll bet I can broker a truckload a week to three or four fl ea

markets within 10 miles of each other.From Ocala south on I-75 is a mecca of snowbirds who

appreciate New York apples....we just can’t get any.Ross Wilson,Pine City, N.Y.

United Fresh holdingtown hall meetings

United Fresh ProduceUnited Fresh Produce Association

kicked off its fourth Summer Fresh Impact Tour on July 29 in Highland, N.Y.

The series of 20 town halls in 15 states will reach from coast-to-coast and give industry members a chance to share their perspectives on the issues and make business connections.

“We’re going to cover a lot of ground talking with industry members this summer — in both miles and the diverse topics we’ll be addressing,” said United Fresh CEO Tom Stenzel. “United Fresh Impact Tours always allow us

See Meetings, Page 14


New York apples go EdibleBy Jim [email protected]

Homegrown New York state apples will be advertised and featured in 10 different publications of Edible magazine, reaching more than 315,000 readers twice in September and

October.E d i b l e

M a g a z i n e is an elite publication that targets the most i n f l u e n t i a l

and interested food and drink enthusiasts in high populated regions. Edible’s mission is to celebrate and support local food and food products by connecting the eater to the grower, the grower to the retailer, and creating new markets for food and drink.

Edible Communities Inc., accomplishes its mission by publishing unique, localized and regional magazines that focus on the specifi c area. In New York City, it prints and distributes Edible Manhattan, Brooklyn, East-End, Long Island and Queens. Each issue is named for the region, such as Edible Brooklyn, highlighting events and food celebrations, recognizing locally

Wambach campaign noticed in trades•‘Produce News’ mentions NYAA initiative among ‘creative campigns’ appealing to kids

By Lora AbcarianThe Produce News

Marketers of fresh produce are creatively crafting campaigns designed to increase consumption of fresh fruits and vegetables among children.

Stemilt Growers LLC, headquartered in Wenatchee, Wash., has had tremendous success with its “Lil Snappers” brand of apples, pears and citrus.

Director of Marketing Roger Pepperl said the company fi rst unveiled “Lil Snappers” at the 2011 Produce Marketing Association’s Fresh Summit.

“We pack a higher grade in this bag,” Pepperl told The Produce News. “We picked the name because it travels across categories.”

The fruit is smaller sized and fi ts perfectly into the hands of children. But the “Lil Snappers” concept does not stop there. “The product needs to be branded in such a way that, when it goes home, it has as strong a message as it does in the store,” Pepperl commented.

‘Lil Snappers” fruit is sold in a high-graphics, stand-up bag designed to be stored on refrigerator shelves and not buried in the produce bin. “The

packaging is resealable, colorful and attractive,” he continued. And the cartoon-like characters seen snapping their fi ngers are appealing to children.

Because fruit packed in the brand is high quality, children have a positive eating experience. Using apples as an example, Pepperl said, “We pick fl avors that kids would like.” Granny Smith and Pink Ladies are two favorites for youngsters.

Social networking is a way of life in today’s digital landscape. Packaging for the brand contains a QR code, enabling moms and children to gain quick access to a recipe section and coloring pages.

The New York Apple Association has scored with its selection of U.S. soccer superstar Abby Wambach as its celebrity ambassador (Core Report®, July 2013). NYAA will be working with Wambach in media messaging, radio, and digital and print content.

“We are thrilled to have her on our team, and we want consumers to make it their goal to score with New York apples this season,” Jim Allen, president of the New York Apple Association told The Produce News. “Since Abby is famous for her ‘headers,’ our advice to apple eaters is to use their heads and pick New York state apples.”

Wambach has a life-long history of involvement with her chosen sport and is a positive role model. “Abby has attracted attention on the soccer fi eld since early childhood,” her website states. “Growing up in Rochester, N.Y., she played in her fi rst youth league at age 4 and was transferred from the girls to the boys team after scoring 27 goals in three games. The youngest of

seven children, Abby felt right at home with the boys team, since she spent her childhood roughhousing with her four older brothers.”

“She is a celebrity star athlete in women’s soccer, and she has the attention of literally millions of young soccer players across the country,” Allen said. “Obviously, she attracts the attention from female soccer players that want to aspire to be like ‘Abby.’ Her lifestyle of exercise, healthy eating and being in absolutely top physical shape sends a tremendous message to consumers. Our demographic has always been ‘Soccer Moms,’ and if Soccer Moms do not look up to Abby then I would say they are not true soccer moms.”

Filming for the fi rst commercial is schedule at the end of August in

anticipation of a September launch. “We are also developing another commercial that will precede the Abby spot because of the crop-sensitive theme of the messaging,” Allen added.

NYAA is also a corporate sponsor of the New York City Marathon. “We feel that associating ourselves with events such as that, and with Abby that it is sending a strong message to consumers, about health, exercise and eating apples — New York apples, of course.”

On July 15, Freshway Foods, based in Sidney, Ohio, launched Power Packs, a new line of products specifi cally developed for the school foodservice market. The line is comprised of individually packaged snack packs that are pre-portioned for the U.S. Department of Agriculture Fresh Fruit & Vegetables Program. A wide array of fresh produce, including regional and ethnic favorites, is available.

“Power Packs are 2-ounce snack packs that contain 100 percent usable product and do not require any cutting, cleaning or additional handling,” said Vice President of Sales and Marketing Dan Purdy. “This enables school foodservice departments to cut time and labor costs while maintaining food-safety standards.”

Freshway is a fresh fruit and vegetable processor, repacker, distributor and logistics provider. In addition to Power Packs, the company has also created a toolkit serving as a resource for school participation in the USDA program. The toolkit includes checklists and guides to participation, as well as high-quality promotional materials for students and parents.

‘She is a celebrity

star athlete in women’s soccer, and she has the attention of literally millions of young soccer players across the country.’

—Jim AllenNYAA President

These New York Apple Association ads will be seen by more than 315,000 readers of Edible magazine.See Edible, Page 15

By Paul BakerNYS Horticultural Society

Last night I was with my son and his two kids. We went for a walk at the golf course where I play.

The area in which my grandkids live is very fl at. There are no hills or even slopes to play on. The golf course by contrast has some steep hills. As we walked the course the two played on the hills.

The older, 6, felt quite at ease in running

down the hills. He did so with excitement knowing he was slightly out of control yet moving forward. The younger, 3, tried to copy her older sibling but her natural instincts kicked in half way down and she simply sat down.

She looked both scared and relieved as she looked up at me. She instinctively knew she was not safe. Her common senses kicked in. She knew that she was not prepared to proceed without placing herself in grave danger.

The human is a most complex machine. We could argue, I suppose, how

we got here and how the multiple safety devices we enjoy came to being. Such as adrenaline when we are in danger and so on. The human being however has a negative side which at times overrides these safety valves. We have ego and pride. We feel shame and are concerned as to how we are perceived.

My granddaughter at 3 has not honed these skills to override her natural protective instincts. She knew instinctively she was in danger and she sat down. Pity we cannot return to this youthful intelligence.

Detroit fi led for bankruptcy this summer. In 1960 Detroit was the third most important U.S. city. Today it is shambles. It has lost more than 67 percent of its population. Those who remain are for the most part suffering in their own terrible depression. Today 47 percent of those under 21 cannot read in this city. Industry has aborted this once thriving metropolis.

One has to ask why? I think there are many reasons which we could explore.

Today, I only ask you to consider is Detroit a preview of the USA if we do not alter our ways? Can we not “sit down on the hillside” before we crash?

We are a huge country of extraordinary natural resources. We have land, fresh water and climate that allow us to do almost anything. Those assets are all there at the usage of the wisdom of man. We do have the ability

to negate them if we so decide. Let us be clear on a couple of realities.

Detroit is a victim of human failure to act responsibly. Detroit is not a victim of some natural disaster, but one of epic human error in judgment.

Multiply short sighted decisions on all levels, and that is what led Detroit to where it is today. Failures by top management to keep pace with world competition, while at the same time expecting the U.S. consumer to accept vehicles that offered one third the expected quality and warranty of their competition.

Unions that demanded unrealistic wages and retirement packages that could only be paid for by charging too much for an inferior fi nished product. Government policies that masked these practices. Similarly, you could not expect your customers to pay Honey Crisp prices for scab covered Jersey Macs.

Your elected Congress will be home until slightly after Labor Day. On July 17, 2013 a Gallop Poll said this body had a 15 percent approval rating. That means 85 percent of the people are displeased. This group needs direction. This group needs your direction. Each member of Congress needs to be given

clear direction before they return to DC this fall. There are huge issues on the table that this body of 85 percent disappointments is about to decide for your future. If ever there was a time to act it is now.

Clearly they are running down the hillside and lack the common sense of the three year old to sit down and seek a new direction. If we each choose to ignore this reality we are as guilty for not reaching out to stop the fall.

Take time to review the facts about Detroit. Not so long ago we heard stories about Greece and Spain having diffi culties. Perhaps each of you could then decide to ignore this because it was across the Atlantic. Detroit is in your back yard. Detroit is the fi rst, not the last, if we do not collectively act.

I will be working with my colleagues to set up district meetings this August. Look for the announcements. Take the time to come and listen and offer your perspective to your elected offi cials, both in the federal and state offi ces. They need your guidance. They need to be armed with your opinions so they can have the wisdom to do the right thing. Clearly we all have much at stake individually; but collectively we need to act.


The Hort ReportNews from the New York State Horticultural Society

Detroit a summer preview?

Baker

By Ray GilmerUnited Fresh

The biggest retail marketing revolution in food, and that includes apples and all fresh produce, is online.

Social media have probably s u r p a s s e d old-fashioned W e b s i t e b r o w s i n g as the way c o n s u m e r s form opinions about food p r o d u c t s , resulting in c o n s u m e r p u r c h a s e d e c i s i o n s that are more informed than ever before.

Of course, not all of the information consumers gather online is accurate; that’s a challenge for all of us in food marketing, but it’s also an emerging opportunity.

Nielsen data from 2012 ranks Facebook second only to Google for food and cooking website destinations. YouTube ranks as the fourth most

popular food and cooking site. Spend a few minutes scanning those sites for food and meal preparation content and you’ll discover that most of it is in peer-to-peer or blog-type formats, not from corporate or professional content providers. That’s a refl ection of what we already know about whom consumers trust most – friends and family. Traditional authority fi gures, such as doctors or food producers, don’t score as well in the online world, but we can still win fans among the friends and family crowd.

It’s all about the conversation. The so-called “mommy bloggers,” at least the popular ones, get thousands of fans and can make a living from selling ads on their sites. These folks are among the thought leaders on food – recipes, new varieties, deals, rumors, events – and their followers write their own comments on the blog posts and share the information with their circle

Social media aremajor marketing tool

Gilmer

See Gilmer, Page 13

Frank A. GasperiniNational Council of Ag Employers

The immigration reform process has taken on the aura of a summer visitor that won’t leave.

By this time we all hoped that we would be planning how to get the regulatory process completed properly so that our soon-to-be completely work eligible agricultural workers and the soon-to-come new non-immigrant agricultural work visas would be up and running for 2014.

And then came the Farm Bill debacle.

Debacle is not my word; it was borrowed from many agriculture and non-agriculture press sources.

Although everyone likes to think they can predict what Congress will do based on various strategies, the fact is that the diffi culty with the Farm Bill has everyone more than a little concerned and we are reluctant to predict what and when will happen with immigration reform in the House.

For now, and into August, the most important thing you can do is keep communicating with your House representatives.And if you have not

phoned or e - m a i l e d Sens. Charles S c h u m e r and Kirsten Gillibrand to thank them for getting the Senate to include p o s i t i v e a g r i c u l t u r a l provisions in S744, it is not too late to do

so, and is still important that they hear positive messages from agriculture for the work they did for us. For the House, once is not enough; call, write, visit in person regularly until we see positive movement.

House members continue to hear more from the “send them all home” crowd than they do from us.

They must hear from you in Washington and in person over the August recess--- at this point it is clear that little will happen for us before the August recess--- we must not let the clock run out.

Make a call, visit, or send an e-mail now.

Remember, the message is simple. First, tell your representative, or their staff, that the House needs to pass legislation that can go to conference with the Senate.

Second, tell your representative that we need legislation that allows existing

workers to earn legal status while also creating a new more market-based agricultural visa program.

For talking points and access to the Congressional portal, see the AWC website (http://www.agworkforcecoalition.org/take-action-now/). Do something today --- and then every few days, do it again.

If they continue to hear more messaging and urgency from the other side, we will not see the results you need.

If you have not looked at the website for the Agriculture Workforce Coalition recently, look now for information on what we are trying to with Congress while there is still time (http://www.agworkforcecoalition.org/).

For help contacting your own Congressional delegations check the websites of your own state and national associations, including the National Council of Agricultural Employers at http://www.ncaeonline.org.

◆◆◆

The author is the Executive Vice President/CEO of the National Council of Agricultural Employers. NCAE is the national trade association representing the interests and needs of the labor intensive agricultural employer community exclusively.

For information about NCAE and NCAE membership information visit its website at www.ncaeonline.org . You may reach Gasperini directly by e-mail [email protected] , or by phone at 202-579-0171.


Opinion

Gasperini

Congress still stalled on immigration

Referral tool available for H-2A employersN.Y. Department of Labor

Agricultural employers who participate in the H-2A guest worker program are federally required to document their efforts in recruiting domestic workers for their H-2A job orders.

Employers are required to submit a recruitment report to the U.S. Department of Labor’s Chicago National Processing Center and must also retain all recruitment records and documents for at least three years, per federal H-2A regulations. Several H-2A employers contacted the New York State Department of Labor’s Agriculture Labor Program earlier this year to inquire about a template for the recruitment report.

Since CNPC does not currently have a template, the NYSDOL responded to the needs of H-2A employers by creating a referral tool to assist employers in complying with this federal requirement. The tool was created as a service to agricultural employers, but they are not required to use it if they prefer to use their own methods for documenting their recruitment efforts.

The referral tool is intended to help employers accurately document their contact with domestic referrals and applicants, as well as with any U.S. workers they may have employed during the previous season. In addition, it is designed to assist employers in determining whether a domestic referral or applicant to their H-2A job order meets the minimum job requirements and should be hired for the position.

During the interview process it is important for employers to keep in mind that It is unlawful to discriminate against employees and applicants for employment on the bases of age, race, color, religion, national origin, gender, sexual orientation, disability, marital status, military status, domestic violence victim status, arrest record, conviction record, predisposing genetic characteristics, and, in housing only, familial status.

The tool is user-friendly and consists of an instruction sheet and three forms - Interview Form, Agricultural Employment Verifi cation Form, and Contacting Former U.S. Workers. Employers can read directly off both the interview and agricultural employment

verifi cation forms when conducting an interview of a domestic referral or applicant, or when contacting an applicant’s previous employer. Employers who choose to use any or all of the forms should provide as much detail as possible when completing them, and should keep them with their recruitment records and documents for at least three years.

NYSDOL Agriculture Labor Specialists are required to conduct unannounced fi eld checks at H-2A farms where referrals of domestic workers were made prior to the 50 percent contract expiration date. During each fi eld check, the Agriculture Labor Specialist must ask the employer if NYS DOL-referred individuals contacted him/her about the job opportunity and whether the individuals were interviewed and/or hired. The forms included in the referral tool may be handy to the employer in this instance.

For questions or comments regarding the referral tool, please contact the Agriculture Labor Specialist serving your county, or the Foreign Labor Certifi cation Unit at [email protected]. The referral tool, along with contact information for the Agriculture Labor Specialists and additional information on services for agricultural employers, can be found on the Agriculture Labor Program’s website at http://www.labor.ny.gov/immigrants/agriculture-labor-program.shtm.

This article was provided by the NYS Department of Labor’s Agriculture Labor Program.

U.S.Apple

Associationis online at

www.usapple.org


FDA, media fairly kind in responding to new arsenic level ruleBy Wendy BrannenU.S. Apple Association

Not only could we have fared worse, but we actually came out by all accounts relatively unscathed.

That’s the general consensus regarding media coverage following the Food and Drug Administration’s announcement on July 12 that allowable inorganic levels of arsenic in apple juice decrease from 23 to 10 ppb.

On the day of the announcement, a majority of top tier media outlets covered the topic, and there was a light, subsequent ripple of regional, local, and online coverage. However, as the

U.S. Apple Association monitored stories online and in traditional media, the decline in coverage was swift, with most stories simply rehashing the original wire story.

Most importantly, the tone has been primarily positive, with FDA assuring the public that juice is safe and that arsenic is a naturally occurring element. Last year, FDA released fi ndings from its latest data collection and analysis of 94 samples of arsenic in apple juice. That analysis showed that 100 percent of the samples were below 10 ppb for inorganic arsenic, the form in question. Ninety-fi ve percent of the samples tested were below 10 ppb for both inorganic and organic arsenic.

“Based on the agency’s data and analytic work, the FDA is confi dent in the overall safety of apple juice for children and adults,” FDA Commissioner Margaret A. Hamburg, M.D., said, citing the agency’s comprehensive study of the issue.

Averting and responding to potential crisis situations is a priority for USApple. During the past two years, we have worked to educate FDA about our industry and communicate our industry’s concerns and interests regarding juice arsenic levels.

Following the FDA announcement, USApple staff prepared for calls from both consumers and media. Yet, the actual volume could hardly be called that: We received no consumer calls and an extremely low number of direct media inquiries. Of some initial concern, a handful of reports cited the sugar level in juice as “unhealthy for kids anyway,” but those references died along with general coverage.

To get a sense of what—beyond the media coverage—may be at stake, we have talked to several members of USApple who could potentially be affected by the lower levels. Their feedback indicates many of them had already begun making changes to their juice processing protocol in anticipation of FDA changes.

A ruling on arsenic levels in rice is pending, and when that ruling is released it could again direct attention towards apple juice. And, Dr. Oz is currently on hiatus from taping. The well-watched TV doctor sparked initial concern on his television show two years ago and will likely cover the topic in a follow-up show once taping resumes.

FDA’s proposal was published Monday, July 15, with a 60-day comment period ending Thursday, Sept. 12. USApple will analyze the proposal and submit comments on behalf of our industry. Meantime, we will continue to monitor media coverage and public response. We do not expect a repeat of widespread media coverage, however, when the FDA ruling on apple juice becomes fi nal.

NYC doctors to ‘prescribe’ fruits, veggiesMedicaldaily.com

Doctors in two New York City hospitals can now offer coupon subsidies for obese and overweight patients in order to help curb unhealthy eating habits.

The Lincoln Medical Center in the Bronx and Harlem Hospital in Manhattan will soon be starting the Fruit and Vegetable Prescription Program (FVRx), which allows doctors to issue $2 coupons to those patients who are overweight and obese. Oftentimes, the cost of produce outweighs the need to buy food in economically disadvantaged neighborhoods. The FVRx is hoping to alleviate that stress.

“A food environment full of processed foods full of fat, sugar and salt is contributing to obesity, diabetes, heart disease, stroke, cancer, and other chronic diseases,” Health Commissioner Dr. Thomas Farley said in a statement. “The Fruit and Vegetable Prescription program is a creative approach that, with the inclusion of Health Bucks, will enable at-risk patients to visit any of our 142 Farmers Markets and purchase the fruits and vegetables that will help them stay healthy.”

A Connecticut-based nonprofi t organization known as Wholesome Wave started the FVRx Program.

Wholesome Wave helps low-income people access local and fresh produce.

According to statistics provided by Farley, around one in 10 New Yorkers do not eat fruits or vegetables every day. That stat increases fi ve-fold for people in the Bronx, with half of

the population not eating fruits or vegetables every day.

“Each dollar invested in Fruit and Vegetable Prescription Program nourishes public hospital patients and their families, boosts revenue at farmers markets, and supports overall

community health,” said Linda I. Gibbs, deputy mayor for Health and Human Services.

“Farmers markets support the City’s efforts to keep communities fi t by providing healthy and affordable dietary options in a localized setting.”

The program is designed in part to facilitate healthier eating habits among children, who represent a sizable portion of the country’s obesity epidemic and often fi nd themselves embarrassed or otherwise reticent to visit the doctor if they are overweight. FVRx was designed to reframe the doctor’s offi ce as a source of health, not embarrassment.

Tammy Futch, one mother in the Bronx neighborhood of Mott Haven, said her 11-year-old son never ate vegetables growing up, subsisting on a regular diet of fast food. Now that he’s been exposed to the FVRx program, his habits have gotten much healthier.

“My son lost 20 pounds,” Futch told the Daily News. “He was one that never ate vegetables. He used to be a McDonald’s baby.”

Futch’s son, Ty-J, said his favorite foods are now beets, avocados, corn, carrots, and strawberries.

Of course, a boy and his sweet tooth are not soon parted.

“Some of them taste good,” he said. “Others...ehhhhh.”

New York City Health Commissioner Dr. Thomas Farley introduces the Fruit and Veg-etable Prescription Program at an event on July 24.

ALBANY -- Gov. Andrew M. Cuomo has announced more than $1.8 million to provide low-income senior New Yorkers with access to farmers’ markets across New York.

The funding will provide over 100,000 seniors with access to healthy food at 470 farmers’ markets through the Farmers’ Market Nutrition Program. New York operates one of the largest such programs in the nation.

“The Farmers’ Market Nutrition Program is an important resource that provides New Yorkers with access to fresh, locally grown produce while also supporting the local economies and agricultural sector,” Cuomo said. “Through this program, we are connecting more than 100,000 low-income seniors across the state with affordable, healthy food options in their communities and providing a boost to local farmers bringing their products to market in every region of the state. I encourage all eligible New Yorkers

to take advantage of this program and see what New York’s farmers have to offer.”

More than 100,000 booklets consisting of fi ve $4.00 checks are being distributed, and can be used to purchase fresh, locally grown fruits and vegetables from 950 farmers vending at 470 community farmers’ markets across the state. The program is administered by the New York State Department of Agriculture and Markets, in cooperation with the New York State Offi ce for the Aging, New York State Department of Health Commodity Supplemental Food Program, and Cornell Cooperative Extension.

Checks can be used at participating farmers markets through Nov. 30, 2013.

In upstate counties, Senior Farmers’ Market Nutrition Program checks are issued by county-based offi ces for the aging; in New York City, checks

are issued by congregate meal sites under contract with the New York City Department for the Aging and two Commodity Supplemental Food Programs under contract with the New York State Department of Health.

Eligible recipients must be age 60 or older and meet the income eligibility requirement. Each household must affi rm that they are low-income based on one of the following criteria:

Gross monthly income at or below 185 percent of Federal Poverty Guidelines:

$1,772 per month for a one-person household

$2,392 per month for a two-person household

$3,011 per month for a three-person household

Or:Currently receiving or eligible to

receive one of the following benefi ts: Supplemental Security Income, public assistance, or Section 8 housing

subsidy. Recipients cannot have received FMNP checks from any other location.

In many neighborhood markets, the farmers who participate in the FMNP are an important source of scarcely available fresh fruits and vegetables. Participating farmers must grow at least half of what they are selling at the market(s) and items that are purchased by the farmer for resale, and exchanged for FMNP checks, must be locally grown. Farmers may cash or deposit the FMNP checks at any bank just like any other check.

State Agriculture Commissioner Darrel J. Aubertine said, “Governor Cuomo’s commitment to promoting farmers’ markets across New York is paying dividends for our state’s agricultural industry.

This initiative to promote healthy products to older New Yorkers will help farmers’ markets expand their customer base and help spur local

economies.”Greg Olsen, acting director of the

New York State Offi ce for the Aging said, “A healthy diet consisting of New York grown fresh fruits and vegetables is paramount to one’s health and a contributor to maintaining one’s independence. The Farmers’ Market Nutrition Program is an important ingredient to help eligible older New Yorkers improve health outcomes, combat obesity and provide support to local farmers.

State Health Commissioner Nirav R. Shah M.D., M.P.H, said, “Thanks to Governor Cuomo’s initiative, low-income seniors across the state will have greater access to New York’s farm-fresh products. Fresh fruits and vegetables are essential to a healthy diet, and this program is another important step toward creating a healthier New York.”

For more information, please call 1-800-554-4501.

A list of farmers’ markets can be found at: http://www.agr icu l ture .ny .gov/AP/CommunityFarmersMarkets.asp


Allen appointed to the New York State Procurement Council

New York Apple Association President Jim Allen recently was appointed to serve on the Governor’s Procurement Council.

The council is charged with reviewing the state’s purchasing practices for commodities, services and technology, providing guidelines to assist in state agency contracting processes, and making recommendations to improve

procurement for both buyers and sellers.

Allen will serve as a not-for-profi t New York-based o r g a n i z a t i o n r e p r e s e n t i n g the agricultural industry in New

York. Also serving on the council are the state comptroller, director of the budget, chief diversity offi cer and the commissioners of Economic Development and General Services, who serve ex-offi cio.

The remaining council consists of seven heads of state agencies, appointed by the governor and eight at large members appointed by the state

legislation.Allen was appointed by

Commissioner Darrel J. Aubertine and will join First Commissioner James Bays from New York State Department of Agriculture and Markets as the two agricultural voices on the council.

The council meets four times a year and is non-compensated.Allen

Washington expects large-sized applesFreshplaza.com

Estimates concerning the upcoming Washington apple crop suggest large sizes this season.

The start of the season is also expected to begin earlier this year.

Measurements done by Domex Superfresh Growers in July revealed large fruit sizing.

With sizes expected to peak on 88s, 80s and larger, sizing is expected to be exceptionally large this year.

But, noted Domex’s Howard

Nager, there are still several weeks left before the start of the season, and many things can change in that time.

Harvesting is expected to commence at the start of next month, and promotional volumes should arrive up

to two weeks earlier than they did last year.

While offi cial estimates for the size of this year’s crop are still several weeks away, current unoffi cial estimates put this year’s apple output between 110 million and 125 million boxes.

State promotes farm markets with seniors program

• NYAA teaming up with Radio Disney for fall promotionNew York Apple Association

The neW YorK APPLe AssoCiAtion

has signed up with Radio Disney for two live events this fall and a radio ad campaign

focused all about New York apples.Popular with kids and moms and

dads alike, Radio Disney is a 24-hour contemporary hits radio network and

the only b r o a d c a s t r a d i o destination that serves both a kid and family

audience. A new choice for consumer media exposure, we are excited to promote the greatest apples in the world with a world-recognized brand.

Join us for our fi rst live event on Sept. 21 at LarkFEST in Albany. LarkFEST is known as New York’s largest one-day street festival and one of the Capital Region’s most exciting events with 80,000 people expected to attend this year.

Our second event will be at the Central Park Pumpkin Fest, the city’s annual celebration of the state’s fall harvest on Saturday, Oct. 26 at the Central Park band shell.

Radio Disney talent and cast members will be at each event with

their logoed Radio Disney vehicle, tent and sound system promoting the New York apple crop and educating the consumer about apples with interactive games, contests, and trivia.

Throughout the months of September and October, we will have point-of-sale displays in retail stores in Albany and the metro New York area advertising

the live events. There also will be a Win an Apple a Day for a Year online sweepstakes promoted at each event and through the radio ads driving the consumer to enter to win at www.nyapplecountry.com and by “Liking” our Facebook page. Grand prize will be a $500 gift card.

The Radio Disney staff in Burbank,

Calif., has written radio script according to our specifi cations promoting the New York apple crop and the health advantages of apples; driving the consumer to the retail stores, farm markets and u-pick orchards. Our package features over 235 radio ads and promos, as well as Facebook event promotions.


Blossom to Awesome Tour set

Good news about apple cider!By Jim [email protected]

Apple cider seems to be in the news recently, from questions about labeling to proposed legislation to ease the tax burden now imposed on hard cider.

The entire buzz about cider is not only encouraging for the industry, but it is exciting to think about an old industry seeing new growth and new products emerge. When was the last time, other than a new apple variety or fresh apple slices, have we seen new excitement about apple products?

Don’t get me wrong, new varieties and slices have been a boom to the industry; but as a product that tends to be the foundation of the processed product pricing structure, fi nding new ways to increase the value of juice apples can have a ‘trickle-up’ effect on grower returns.

I had a number of calls over the last year from ‘interested parties’ looking to start up a hard cider industry in New York. Some of the inquiries included New York Economic Development Corp., and calls from Australia, Brooklyn, United Kingdom and a number of smaller local entrepreneurs looking for apple information in New York.

I’m guessing there are a number of reasons for the increased interest. First of all, our ability to grow great apples and a consistent supply of raw product is a draw. Next, our proximity to

populated markets and the increasing trend to manufacture and market local products. The ‘Foodavours’ are crazy for Brooklyn Pickles, Hudson Valley Spirits and Microbrews, and of course home grown New York apples. They are doing the same with New York produced hard cider now, and the category has a tremendous growth potential.

The other factor most likely is the current efforts on the legislative side to change the way hard cider is categorized and taxed at time of sale. In a nutshell, legislation is being written that would allow hard cider to be taxed on similar levels as beer, making hard cider more competitively priced to malted beverages. Sen. Charles Schumer, D-NY., is supporting a bill in the Senate, and we are working on House support to do the same.

Finally, and just for clarifi cation, the New York State Cider Law (which requires that all cider sold to consumers must include a kill-step for harmful pathogens either by Pasteurization or Ultraviolet Treatment), includes an exclusion; cider that is used for the manufacture of wine, hard cider or vinegar does not have to be treated. Using cider in a malted or fermented product such as a beer/cider beverage would also be exempt.

Ole Johnny Appleseed knew what he was doing when he realized that drinking hard apple cider was better than drinking dirty water because it tasted better, and it was more fun!

WTOP-TV (Washington, D.C.)Apple cider vinegar has more uses

than just salad dressing -- it can improve health and help with a host of ailments.

Do you want a whiter smile? Apple cider vinegar can help whiten teeth. Gargle with it before brushing and it removes stains and kills bacteria in your mouth.

Feel a tickle in your throat coming on? The germ-fi ghting properties of apple cider vinegar also help fi ght a sore throat. Try gargling every hour with a half and half mixture of apple cider vinegar and warm water.

A collection of remedies from Reader’s Digest also says a teaspoon of apple cider vinegar can help cure hiccups.

And to clear up a stuffy nose, try mixing a teaspoon of it with water and drink up to help sinuses drain.

If intestinal issues are caused by a bacterial infection then sipping the vinegar mixed with water might also help with diarrhea. According to the Reader’s Digest list, try sipping a teaspoon of apple cider vinegar and honey mixed with water about 30 minutes before you eat to prevent indigestion.

Cider vinegar’sbenefi ts also touted

E-mailing CongressTo fi nd your Congressperson’s

Web site, visit: www.house.gov orwww.senate.gov.


Fun news from AlbanyBy Julie [email protected]

Most of the time it seems as if I write articles to warn growers of worrisome trends in Albany or Washington, D.C.

Today, I’m pleased to write about a fun issue that I worked on this year, for the farm based beverage community. That’s right, we now have a new name for the age old process of turning tasty fruits, vegetables, and grains into stuff that has a little bit of a kick to it….i.e. alcohol.

While an increasing number of apple farmers have wineries, the latest trend in the farm based beverage community is actually to start producing hard cider, and not the kind that’s accidentally on purpose left in the refrigerator for a long time. It seems that the consumer demand

for buying local is now extending to buying local alcoholic beverages and that can yield good results for farmers who seek to add another venture to their already busy farm lives.

The success of the week long New York Cider Week promotion has prompted many New York apple farms (and some entrepreneurs not on a farm) to start up a cidery operation.

The problem; however, is that the fi rst

time an apple farmer, Elizabeth Ryan from Breezy Hill Orchards in the Hudson Valley and a business entrepreneur, Bill Barton from Bellwether cider, had the great idea to start producing hard cider, the popularity and ease of state law for the production of smaller volumes of alcohol just wasn’t there.

In the mid 1990s, Ryan and Barton helped spur the movement of local alcoholic beverages by talking to then Senate Agriculture Committee Chairman John Kuhl, R-Hammondsport, and Assembly Agriculture Committee Chairman Bill Magee, D-Nelson. A law was crafted that simply appended “cider” to the list of activities a winery or farm winery could do, as well as created an overly simplifi ed cider license. At the time, that seemed like a tremendous victory, and it was.

But with the growth of the production of cider, particularly the opening of several new operations on apple farms over the past two years, it’s become abundantly obvious that the law governing production of cider is not entirely adequate, and in some cases quasi legal when it relates to tasting permits and events so crucial to market and promote a local farm based beverage. Recognizing that great uncertainty, a group of committed apple farmers and cider producers convened at Glynwood Institute in the Hudson Valley and started crafting a “wish list.”

New York Farm Bureau then became engaged in the advocacy side, and based on producer feedback and Glynwood’s consensus building approach, started working in the halls of Albany, with

the NY Wine and Grape Foundation’s support as well. Gov. Andrew Cuomo did a lot of great work recently for the wine, beer, distillates, and cider producers by focusing attention to these issues in his fall summit.

This led to an opening, and in the waning days of the state legislative session, legislation was crafted and passed by both houses to create a brand new farm cidery license category, as well as update a few other areas of law to end some ambiguity about cider brand registration fees.

The farm cidery license category works similarly to a farm winery license, with all the abilities to manufacture, wholesale, and retail the product. The farm cidery bill importantly enough increased the alcohol by volume limitation, recognizing that New York apples tend to ferment in ways that increases the ABV content of the cider product.

The ability to taste and sell a cider product is now clarifi ed and fully defi ned. It’s also clear that you can continue to produce cider on your farm winery license, if that’s how you’re structured now. This category of license can also be held in tandem with other beverage licenses, for example, Becker Farms in Gasport can now hold both a farm winery, a farm brewery as well as a farm distillery and a farm cidery license on the same premises (remember there are volume restrictions for the farm categories of licenses).

While the legislation has not yet been signed by the governor, it has the full support of the State Liquor Authority and the governor’s offi ce was heavily involved in the legislation so it is highly unlikely to not become law. Senator Dave Valesky, D-Oneida, as well as Senator Patty Ritchie, R-Heuvelton, and Assemblymen Robin Schimminger, D-Kenmore, and Magee were the legislative champions and we should all remember, again, to say thanks to such strong Legislators for the agricultural community. If any of you are interested in obtaining a copy of the legislation and learning more about it, please let me know.

of fruit in the packing shed in 2007 increased to $1,400 in 2013, a rise of 133 percent. Another sharp rise was for fuel: while in 2007 a litre of diesel was paid at $0.50, it now costs $1.25, which implies an increase of 150 percent.

◆◆◆

Uruguayan apple productionwas estimated at 45,626 tonnes in the season just fi nished, 10 percent below the previous harvest and the lowest on record since 1994.

Apples were grown over an area of 3,268 hectares and the average yield was set at 15 kilos per plant and an average of 15t per hectare. Only 468t were exported.

◆◆◆

Empire World Trade announced the return of Patrick Broadhurst as its new UK general manager.

Broadhurst, who took up the role from July 15, previously worked for the fruit importer for a decade until 2007 when he left to pursue business interests in North America. An EWT spokesperson said: “Empire World Trade welcomes Patrick back to the business with his wealth of retailer experience, business knowledge and the opportunity to add further focus to the growing strength that is the EWT UK top-fruit business.”

◆◆◆

Apple and Pear Australia Limited announced former tobacco and advertising industry head John Dollisson as its new chief executive.

Dollisson, who has more than 30

years experience in leading complex organisations, will take over from APAL managing director Jon Durham who will retire this October after 20 years with APAL.

◆◆◆

Changes have been made to the EU Marketing Standards for applesand pears in order to align them with the new UN-ECE standards.

To view the new Implementing Regulation (EU) |No 594/2013 (amending Implementing Regulation (EU) No 543/2011). Go to http://e u r l e x . e u r o p a . e u / L e x U r i S e r v /LexUriServ.do?uri=OJ:L:2013:170:0043:0059:EN:PDF

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The Pomosano project, fi nanced by the European Fund for the Regional Development, has been started to fi nd which varieties of apple are most suitable for juicing and what compounds they contain.

Part of the project will also work on the issues companies have during processing.

More than 300 varieties were initially examined and 65 were chosen for Pomosano, including some red fl esh varieties and disease resistant types. The juice produced by fruit harvested in the next three years will be tasted and analysed using cutting edge tools and modern analytical tools.

Sugar and organic acid levels, vitamins, polyphenols, fi bres and aromas are among the compounds being closely monitored.

The study will also investigate the ideal time to harvest fruit to make juice, as well as how the positioning and the yield of trees and the colour of bottles affect the aesthetic and


BriefsContinued from Page 15

is looking to be around 90 percent, as well. The apples are growing like mad and there is a nice mix of size on the trees. Mike Fargione echoed that sentiment saying the weather has cooperated and sizing is looking good. The growing season has been excellent from bloom to now.

In Central New York, Peter Fleckenstein says they are looking at 100 percent of a crop. Even though about 10 percent of the crop was hit by hail and sunburn damage, the new plantings will more than make up for the loss.

Western New York growers, Chris Hance and Kevin Bittner indicated the crop to be around 90-100 percent. Plenty of water and heat are making

big apples. Process varieties look to be the lightest, and some growers are still hand-thinning trees that set a heavy crop. According to Debbie Breth, the crop looks to be on time for harvest.

Moving forward, you will see trade and consumer press releases from Julia Stewart on the crop indicating we are looking to shape up to be at or above our fi ve year average of just under 30 million bushels. The next estimate will come out of the USApple Outlook conference Aug. 22 and 23.

Chances are that with new production we will exceed all of the numbers that have been spoken of throughout the summer. The perfect growing conditions after bloom and ideal weather during the growing season has resulted in sweet, delicious fruit ready to hit the shelves and stands this fall. One thing we are certain of is that we are back to fi ll the consumers baskets with fresh, New York apples.

GoldenContinued from Page 3

of online friends and followers. It’s an impressive and growing network of motivated and often opinionated consumers. I’d say it’s just as powerful for infl uencing consumer behavior as traditional advertising was a decade ago.

Don’t forget the pictures and videos. Pinterest is a favorite site for moms who like the visual format that shows images of meals, products and other things they want to share. About 15 million people use Pinterest every month, and one third of those are moms, says Nielsen. And there’s a reason that YouTube is such a popular brand for food and cooking information.

Today, 89 million people in the U.S. will watch 1.2 billion online videos, according to ComScore. By 2016, online video users are expected to double to 1.5 billion, says Cisco. Those viewers watching videos on retail and branded sites (all products/services, not just food), if they share it with someone, chose Facebook 46 percent, email 40 percent and Twitter 14 percent of the time, according to the video marketing fi rm Invodo.

Despite this clear trend, only about 24 percent of national brands are using online video marketing to reach consumers, according to Kantar Media. It’s a missed opportunity for them, but it can also mean less clutter for those marketers who choose to be part of the conversations (with video, pictures and plain text) with consumers.

Being mobile-friendly in your social media marketing is increasingly

important, because moms are probably more on-the-go than anybody. Nielsen data show that just over half of mom’s social media use is with a mobile device, usually a smartphone, compared to 37 percent for the general public.

I’ve just touched the surface of the online marketing revolution. Besides the myriad of social media platforms on which we should be participating, some larger brands have established their own so-called “lifestyle” branded sites to engage consumers. Their posts on Facebook and Twitter drive users to their own sites, where the brand experience, and the chance to build a loyal relationship, is much richer. Google “Coke Journey” for an example of how a brand has created its own website to become a news source all its own.

And even if your product (apple or otherwise) isn’t yet a well-known brand (compared to Coke), why not start now to build awareness and consumer loyalty using social media marketing?

As overwhelming as this might seem (it is to me), it’s relatively easy and cheap to get started or expand our online and social media marketing to our best consumers. However, I think the smarter produce industry companies treat social media marketing as equally important to any other marketing program; it must be part of the brand’s strategic marketing plan and it requires constant, around-the-clock feeding (plus a good portion of creative thinking). Get your share of the online conversation, build a loyal following and drive your market share to new levels.

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Ray Gilmer is the vice president for issues management & communication at United Fresh.

GilmerContinued from Page 6


The dog days of summerBy John MacAleavy

August continues to be hot and humid.

This, coupled with the vacation season, contributes to the produce department’s sluggish month. Stone fruit, berries and melons dominate the fruit section as their prices drop by the end of the season on plentiful product.

Already the produce department is gearing up for New York state apples. Product will be arriving mid to late August. The all-important retail display space will

start to convert location and max space for New York apples.

S o m e r e t a i l e r s have already ordered extra “Mac is Back” POS cards. There is much ant ic ipat ion

from buyers as well as consumers.The West has had too much space

and their pricing has remained high. Retailers assume that we will once again have our retail price advantage as in past years; newspaper and circular ads will be geared to New York State apples. Currently, retailers are putting in their orders for bins, tote bags, etc.

We have been waiting quite a while for this and it is exciting.

Just around the corner New York apples are ready for Labor Day ads.MacAleavy

Volunteers Neededfor NYAA’s booth at the New York State Fair

Thank you and we hope to see you at the fair!

For the 14th consecutive year, we will be pro-

moting the many healthy aspects of apples by pro-viding fresh apples, sauce and cider to fairgoers in exchange for a donation to the American Cancer Soci-ety. This is a great oppor-tunity to promote our wonderful New York apples and apple products to thousands of fairgoers.

We 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.

The Fair runs Thursday, Aug. 22, through Labor Day, Sept. 2. Please contact Joan Willis at the NYAA offi ce in Fishers (585-924-2171) if you are interested in volunteering or have any questions.

retail tools. These programs called trade promotions are targeted at the bigger retailers to help them grow sales of New York apples. A number of activities are in place to encourage retailers to build end cap displays, increase the footprint of New York apple displays at store level, and use a number of merchandising tools and to promote New York apples weekly.

Although these programs eventually trickle down to the consumer, the thrust here is to get retailers to buy more New York apples. Perhaps the most powerful tool that we use is the in-store demo program; having a customer sample a freshly sliced Empire, Jonagold or McIntosh apple is a proven way to make a sale.

Demos are not cheap, and can cost up to $150 per store for six hours, plus cost of materials and demo cards. When you consider chains with hundreds of stores, this cost can escalate quickly. We often partner with other products to share the costs. Our retail promotions include other options for the retailers, such as point of sale incentives.

To wrap this all up, the message here is that blanketing the entire New York apple industry, both on the farm sales all the way to big box store sales, is our objective to sell more New York apples and cider. We are all about the chain stores and the direct markets. We are all about the PYO and the fresh pressed cider. We are all about the getting more New York apples into schools, institutions and food service. We are all about New York apples!

AllenContinued from Page 3

Jim

to engage in personal discussions about challenges facing our members, from labor and immigration, to food safety, to ways to increase produce consumption. At each stop along the way, we’ll spotlight how United can help leverage the passion of individual members to make a difference for the greater industry.”

The Fresh Impact Tour will begin in the Northeast, with town hall events in New York, Massachusetts, and Maine. Other town halls will be held in Pennsylvania, New Jersey, Indiana, Missouri, Kansas, Wisconsin, Minnesota, and California. Throughout the tours, United leaders and staff will meet with industry members at their operations, and Stenzel will also speak to the Texas Produce Convention and the Idaho Grower Shipper Association.

MeetingsContinued from Page 4

in the winter/spring months.” Brown expects that RubyFrost™ will

be popular with fans of Empire and Granny Smith.

The two varieties have been a decade in the making, and their path to go to market is a fi rst for the Cornell apple breeding program. Historically, public universities developed new apple breeds and released them to the industry freely. But in 1980, the Bayh-Dole Act gave universities the right to retain the intellectual property rights for their research, with limited plant-based royalties.

In May 2010, Cornell forged a partnership for a ‘managed release’ with a newly formed industry group, the New York Apple Growers LLC, to establish an exclusive licensing agreement in North America for the

two apple varieties. Growers pay royalties on trees purchased, acreage planted and fruit produced, and the income is being used to market the new varieties and support Cornell’s apple breeding program.

The fi rst trees were planted in farmers’ orchards in 2011, and now 400 acres are growing across the state. According to NYAG, the still-young trees will produce a limited crop this year, but intrepid consumers can search out SnapDragon™ and RubyFrost™ at farm stands across the state. By 2015, the varieties will be in vying for space in grocery stores among the Empires, Galas, and Honeycrisps.

Formed in 2010, New York Apple Growers, LLC is a grower-owned company comprised of 140 Members in the state of New York representing about 60 percent of the state’s production. These growers have united with the mission of introducing exclusive club apple varieties to the produce industry.

NamesContinued from Page 1

U.S. Apple Export CouncilIn each of these reports, we will

provide a synopsis of the recent apple news in Europe and any news stories that may affect the consumption of U.S. apples or relevant individual businesses within the European marketplace

WAPA published the stocks of the European apples at the end of June.

Golden Delicious was at 190,507 tonnes, 37 percent less than last year. The stock of Jonagold with 54,415t was 40 percent lower.

In Italy, the largest supplier of apples, the stock of 136,070t was 30 percent lower than last year. Also the stock of apples in France (- 55 percent), Austria (-35 percent) and Spain (-65 percent) is strikingly lower. Germany with 54,644t (-2 percent) has kept its stock reasonably on the level, while Poland with 56,000t of apples also had a slightly larger stock than last year.

◆◆◆

Pink Lady apples enjoyed a particularly strong fi rst part of the 2012-13 campaign, according to Pink Lady Europe, in a season that was marked by lower volumes. The company reported a decline in volume of 20 percent compared with the previous year, with quantities standing at 110,000 tonnes.

However, prior to Valentine’s Day, sales experienced a solid increase despite the fi erce competition on the apple market during the fi rst two months of the campaign.

According to Pink Lady Europe, such a performance demonstrates that European demand for Pink Lady apples remains strong.

◆◆◆

There will be a decent Dutch apple harvest this year, despite the cold spring.

There is less frost damage in comparison with last year, but most varieties have had problems with settlement due to the cold weather during the blooming period. Picking will occur a lot later than usual this year and the harvest is estimated at 5 percent higher than in 2012 and 30 percent lower than in 2011. It is expected that 11 percent more of

the Jonagold variety (including

Jonagored) will be harvested, while expectations for the club varieties (Kanzi, Junami, Rubens and Wellant) are positive when compared to 2012. Only Kanzi and Wellant are expected to have a larger harvest than in 2011.

◆◆◆

New Zealand’s top-fruit growers are anticipating their best season for fi ve years.

Though there are still large volumes of fruit to clear, New Zealand-grown apples and pears have been fetching good prices in international markets, driven by a shortage of competition and growth in the Asian markets.

The NZ dollar has also weakened slightly, which is likely to be an additional bonus for those still awaiting payment.

Turners &Growers’ global marketing manager, Rosstan Mazey, said growers could expect NZ$24 to NZ$25 a carton for jazz apples this year, up NZ$4 to NZ$5 on last year. Jazz sales started

very strongly in Europe, helped by a largely empty market and excellent fruit quality. The long, dry summer had produced fruit with high brix levels. Envy, a sweeter variety aimed more at Asian markets, has also sold well, achieving record prices, of an average NZ$32 to NZ$34 a carton.

Pipfruit NZ spokesman Gary Jones said that while growers were feeling a lot happier now that they were getting reasonable returns from almost all markets, the key was to repeat this season after season.

◆◆◆

The cost of producing apples and pears in Argentina doubled in the last six years, while export values grew only 50 percent.

The House of Integrated Fruit Growers from Argentina (CAFI), which represents 65 percent of the exports of pears and apples in the country, says that the business will become unviable if things go on like this.

The executive director of the CAFI, Marcelo Loyarte, said that since 2007, “costs measured in U.S. dollars increased 100 percent while international prices of fruit grew between 35-50 percent depending on the variety”. It is the main economic activity in the Rio Negro Valley and Neuquén, and the business sector is concerned about what they call a progressive loss of competitiveness. According to a report by the CAFI, 50 percent of the cost of production of both fruits goes into labour (35 percent packaging, 15 percent production), while the remaining 50 percent of the costs are divided into energy, fertilizer, transportation, packaging and other concepts, such as customs and certifi cations.

In terms of packaging labour the cost, which was U.S. $600 per tonne


AUGUST 19-21, 2013 Midwest Produce Conference & Expo

Hyatt Regency Chicago, Riverside Ctr. Chicago, Ill.

AUGUST 22-23, 2013 Apple Crop Outlook & Marketing Conference Ritz Carlton Hotel Chicago, Ill.

AUGUST 22 – SEPT. 2, 2013 New York State Fair NYAA Apple Booth Horticulture Building on Fairgrounds Syracuse

OCTOBER 19-20, 2013 PMA Fresh Summit Convention & Expo Ernest N. Morial Convention Center New Orleans, La.

NOVEMBER 3, 2013 ING NYC Marathon New York City

DECEMBER 3-5, 2013 NYFB State Annual Meeting Holiday Inn Syracuse/Liverpool

DECEMBER 4-5, 2013 NYAA Board of Directors Meeting Syracuse

DECEMBER 10-11, 2013 N.Y. Produce Show & Conference Pier 94 New York City

Calendar

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VietnamVietnam’s infl ation edged up in June,

as offi cial fi gures relished showed. It marks the fi rst increase in eight months after the government cut interest rates.

Prices hit 6.69 percent this month; up from 6.36 percent in May, which analysts said shows Hanoi’s attempts to stoke demand were showing results.

The Government cut interest rates again in May for the eighth time in over more than a year as it looked to spur bank lending and boost consumption after economic growth fell to a 13-year low of 5.03 per cent in 2012. The Vietnamese currency (Dong) was devalued by 1 percent to U.S.$1VND 23,000

U.S. Washington apples, French Gala and Granny Smith apples and Chinese Fuji are the main varieties available in most sectors of the trade.

Promotional Activity No activities during this reporting

period.

CouncilContinued from Page 16

European stocks publishedTrade Briefs

See Briefs, Page 13

produced food items and sponsors Foodie Festivals.

In addition to the print advertisements, New York apples will be highlighted on Edible Communities’ Dedicated E-Blasts that reache 40,000 recipients regularly.

Besides the New York City exposure, Edible Hudson Valley, Buffalo, New York Finger Lakes, Jersey and Nutmeg Conn., will also run the New York apple ads.

The different regional publications have different issue dates. Our coverage will begin on Sept. 2 and fi nish in the Oct. 1 issues.

Our message to readers is to celebrate Home Grown New York State Apples, and to encourage consumers to pick a local apple at an orchard, farm market, green market or nearby food store. Home Grown Goodness, at its best.

EdibleContinued from Page 5


U.S. Apple Export Council

Report Date: June 2013

Exchange rates: U.S.$1= S$1.25U.S.$1 = Baht 30.0U.S.$1 = IDR 9900U.S.$1 = Ringgit 3.10U.S.$1 =VND 23,000

Market ConditionSingapore

The Consumer Price Index or all items inched up 1.6 percent on-year in May, compared with a 1.5 percent rise in April. Core infl ation, which excludes the cost of accommodation and private road transport, rose 1.7 percent last month from 1.4 per cent in April, according to the Monetary Authority of Singapore and the Ministry of Trade and Industry.

In June, we saw the arrivals of more apples from New Zealand at import and wholesale level compared to May. Only one variety of U.S. Washington apples was found at the wholesale market as balance stocks of U.S. empire apples previously reported were all sold out. Other apples that are commonly found at all retail levels are China Fuji and South African apples.

ThailandA new mall Promenade Resort in

Chiang Mai, Northern Thailand opened its door in June. The new 2.9 billion baht shopping project has 91,951 sq meters on 3 fl oors.

According to the Bangkok Post, the retail market in Chiang Mai is increasingly important in serving

d e m a n d from tourists and locals as well.

O t h e r r e t a i l e r s o p e r a t i n g in Chiang Mai include Marko Cash n Carry, Tesco-Lotus

hypermarket, Big C supermarket and Central Plaza.

Another new mall, with 300 shops, the Central Festival will be ready to open in November 2013. The mall will probably become the biggest in the North of Thailand.

Washington apples are widely available with Red Delicious, Gala and Fuji being well displayed in modern supermarkets and hypermarkets. Apples from New Zealand, China and South Africa are also well distributed.

PhilippinesThe total approved foreign

investments (FI) approved by the seven major investment promotion agencies (IPAs) in the fi rst quarter of 2013 went up by 86.7 percent to P34.6 billion, according to the National Statistical Coordination Board.

In a statement, the statistical board said that this is higher compared from the P18.5-billion approved FI during the same quarter a year ago.

Meetings with several key fruit importers on the U.S.A apple availability drew mixed reaction as the market was very price sensitive and dominated by Chinese Fuji apples. We shall reach out to them again when we have more information on the

forthcoming season and availability.

IndonesiaThe central bank, Bank Indonesia,

defended its intervention in the foreign exchange market saying that the practice is needed to protect the rupiah even though it has contributed to the deterioration of foreign exchange reserves in recent months.

BI Deputy Governor said that central bank market intervention had successfully boosted confi dence among investors in the forex market, as refl ected by the stabilization of the rupiah and the increase in the fl ow of foreign funds into the country.

According to market information and observation, there were more apples and other imported fruits all levels of trade in June compared to the last two months.

Wholesale and retail prices of apples have declined by 10 to 20 percent,

owing to more fruits available. The trade was eagerly awaiting the

announcement of the second semester quota by the Government of Indonesia.

MalaysiaApples from South Africa, China

& New Zealand apples are widely distributed in the market. As for Washington apples, it is reaching the end of their season.

Among the three countries, South African apples are more popular among the locals while New Zealand apples with more varieties run some in-store promotions in order to gain some market shares.

Both the importers and retailers reported that they are satisfi ed with the quality of apples received so far, from all sources.

Export Report

A look at Asian markets

See Council, Page 15

Freshplaza.comApple growers in Himachal Apple

are benefi ting from the devalued rupee.

The fall in value has made imports more expensive, reducing the volumes of U.S. apples in the domestic marketplace.

“The imported apples are quite costly these days and beyond the reach of the common man. So, apples from Himachal that are comparatively cheaper are their preferred choice,” Gopal Mehta, a prominent apple grower of Kotgarh in upper Shimla,

told the New Indian Express news service.

The rupee had gained 24 paise and was at 59.59 to the dollar July 23 against 59.35 at close of trade on July 19.

A standard box containing 20 kg of top quality imported apples, which ranged from Rs.1,700 to Rs.2,000 ($29-34) in Delhi’s Azadpur wholesale fruit market last year, now costs around Rs.2,600.

The retail price of the imported apples, which was around Rs.150 a kg last year, is currently above Rs.200, which is almost double that of the domestic fruit, he said.

India importsfewer U.S. apples

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