Washington Apple Commission talks 2024 crop and promotional plans

Kate Prengaman

The Washington Apple Commission met Oct. 15 in Ellensburg for the first time with new president Michael Schadler on board and discussed the ongoing harvest, the promotional budget for the 2024–25 crop year and how the success of those programs is measured.

It was also the last meeting for retiring President Todd Fryhover, and Washington State Department of Agriculture Director Derek Sandison stopped by to thank him for his service to the industry.

Acknowledging the work of the apple commission under Fryhover’s leadership, Sandison said that, in his travels to meet with Washington’s export partners, he has found “everywhere around the Pacific Rim, people recognize the Washington apple brand.”

Commissioners shared updates on the ongoing harvest at their various companies. With the exception of Honeycrisp, which is down considerably following last year’s record crop, most reported that top varieties are picking near or above estimates.

“This crop is larger than 125,” said Jon Alegria of CPC International, referring to the August crop estimate released by the Washington State Tree Fruit Association, which put the harvest at 124 million boxes.

Others on the board agreed, estimating that the harvest would land between 125 and 130 million boxes. Last year, the industry picked 140 million boxes and has struggled with low prices.

Lindsey Huber, international marketing manager, shared an update on the plans for marketing the 2024 crop and how the commission has adjusted its budget to incorporate new federal grant money from the Regional Agricultural Promotion Program. The commission received $7 million from RAPP and plans to spend $2.6 million for the upcoming crop year, but the funds can’t be used for promotional efforts in Washington’s top two apple markets: Mexico and Canada.

That stipulation required reallocation of funds from the commission’s other federal grant, the Market Access Program, to cover activities in the North American markets.

Both programs require matching funds from growers. For the 2024 crop year, the commission plans to spend $10.4 million, comprised of $5.2 million from MAP, $2.6 million from RAPP and $2.3 million in grower funds. The top markets, by budget allocation, are Mexico, Canada, Vietnam, Central America and Taiwan.

There was no discussion of the proposal before the commission to consider a targeted domestic marketing campaign promoting the health benefits of apples. Schadler said that would be back on the commission’s agenda at its December meeting or in early 2025.