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Marketing Apples A National Perspective

Marketing Apples A National Perspective. 2013 USApple Crop Estimate. 243.3 Million Bushels (4.6 MMT). 13 th Largest Crop. Total U.S. Apple Production (Million) 42-Lb. Units. Up 13% from 2012. Eastern Apple Production (000) 42-Lb. Units. Up 39%.

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Marketing Apples A National Perspective

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  1. Marketing Apples A National Perspective

  2. 2013 USApple Crop Estimate 243.3 Million Bushels (4.6 MMT) 13th Largest Crop

  3. Total U.S. Apple Production(Million) 42-Lb. Units Up 13% from 2012

  4. Eastern Apple Production(000) 42-Lb. Units Up 39%

  5. Midwestern Apple Production(000) 42-Lb. Units Up 472%

  6. Eastern and Midwestern Apple ProductionMillion 42-Lb. Units Up 96% Up 96% Source: USDA and USApple

  7. Utilization of the U.S. Crop5 Year Average

  8. U.S. Red Delicious Production(Million 42-Lb. Units) 118 56.3 2013 (F) Source: USApple F = Forecast

  9. U.S. Golden Delicious Production(Million 42-Lb. Units) 41 25 2013F) Source: USApple F = Forecast

  10. Red and Golden Delicious As a Percent of Total Production 33% 2013F Source: USApple

  11. U.S. Gala Production(Million 42-Lb. Units) 2013 (E) Source: USApple F = Forecast

  12. Honeycrisp Production(Million 42-Lb. Units) Source: USApple F = Forecast

  13. Honeycrisp and Cripps Pink (Pink Lady™) (Million 42-Lb. Units) 10.8 4.3 Source: USApple F = Forecast

  14. Total U.S. Fresh Apple Export Volume – 2012 Crop(000 Bushels) 2012-13 New Volume Record + 6% over 2011-12 + 95% over 2002-03 46,716 44,054 Source: USDA FAS-Global Agricultural Trade System (GATS) August 8, 2013 Exports reported on July – June marketing year

  15. Total U.S. Fresh Apple Export Value – 2012 Crop (000 U.S. Dollars) New Record 17% above 2011-12 Source: USDA FAS-Global Agricultural Trade System (GATS) August 8, 2013 Exports reported on July – June marketing year

  16. Top Five Apple Export Destinations - 2012 CropTop 5 Country Share of Total Exports 30% 18% 9% 7% 5% Source: USDA FAS-Global Agricultural Trade System (GATS) August 8, 2013 Exports reported on July – June marketing year

  17. Apple Balance of Trade ( U.S. Dollars in millions) $1,158 $980 (Net) $594 $198

  18. Industry Information ProgramOutlook Conference and Publications • Market News • Published monthly November to July • Statistics on apple stocks • Outlook Conference • August 21-22, 2014 Chicago • Apple crop forecast • Networking

  19. Health Education Outreach: OSU Study USApple-funded study with Ohio State University Linked whole apple consumption with 40% reduction of oxidized LDL (the “bad” cholesterol) Outreach garnered 68 million media impressions, including live & taped radio/TV interviews with OSU researcher, multiple print and online stories Study continues to generate coverage

  20. Social + Digital Outreach: New Strategy, Immediate Results USApple has recently expanded its digital and social strategy – emphasizing seasonal content, high-quality recipes and images, nutritional information “Blogging for Apples” site also features grower profiles, regional spotlights “Apple of the Month” recipe e-newsletter targets influential consumers, media With new content, Facebook network has grown from 1,300 to 26,000 in 12 months

  21. Mid-Tier Outreach: Based on Media Research Interviewed food editors at daily newspapers and online sites (mid-tier media) in 2013 to assess their needs Universal request for ready-to-print stories with recipes, images, video Also focusing on “seasonal,” “local,” “what’s new” and “affordability” Customized stories already gaining features in dailies and recipe sites

  22. Education Committee • NYC Media Tour: The Art & Science of Apples

  23. Education Committee • NYC Media Tour: The Art & Science of Apples • Combined new research—“the science”—with stories on the craft of growing apples—“the art” • USApple’s chef served dishes highlighting apples as a health “superfood” • Meetings with top national food editors— Epicurious, Family Circle, Food & Wine, Redbook, Good Housekeeping, Ladies Home Journal, More Magazine, Prevention, Reader's Digest, EveryDay with Rachel Ray

  24. Education Committee EveryDay with Rachael Ray immediately requested apples for cover shoot with Rachael Recipes from tour posted on several social media websites, like Readers Digest Many reporters have requested orchard tours Relish magazine featuring 10 recipes in September Readers Digest featured Pickled Apple Recipe in October issue

  25. Education Committee • AppletizeMe! Health & PR Campaign • Puts a face on popular apple varieties • This encourages consumption among new & existing apple eaters • Site visitors will discover their “apple personality” • They can then share on social networks • Participants enter to win prizes

  26. Education Committee • AppletizeMe! Health & PR Campaign • Sponsorship $$ defraying USApple costs • Multiple opportunities for coverage & sharing • Media helps promote upcoming campaign • Participants post their “apple personality” on social media • Media can also share their own “apple personalities” • News stories about the distinct taste of each variety, health benefits, & more

  27. February 2014 - 28 Days of Apples A media relations campaign (focusing heavily on radio program interviews) spotlighting 28 ways apples are heart healthy A digital/social campaign promoting important heart healthy apple info each day in February on our Facebook, Twitter and Pinterest pages 28 daily giveaways from USApple members and partners to consumers who engage in the campaign

  28. Education Committee • Social Media Activity • Twitter • Facebook • Seasonal Apple e-Newsletter • Blog – “Blogging for Apples” • Pinterest—New addition to social media plan • AppletizeMe! Website—social media tie-ins

  29. Health Research • Three Primary Focuses • Healthy Aging/Cognitive Function • Weight Management • Diabetes • Request for Proposal (RFP) process • Targeted list of Health Researchers

  30. Crisis Communications • Annual “Dirty Dozen” list • Apples #1 again on EWG’s list • USApple supported sister org. Alliance for Food & Farming • Dramatically decreased list’s effectiveness with consumer media • USApple continues to counter with positive apple messaging • Arsenic levels in Apple Juice • FDA proposed a reduction in allowable arsenic levels • USApple “educated” FDA over the past 2 years • Assured apple juice positioned as “healthy” & “safe”

  31. To Keep Our Future Bright • We must look out for our own interests – and we must speak for ourselves • Your help is needed • Go to www.usapple.org • Talk to others – get to know your elected representstives

  32. Thank You!

  33. U.S. Apple Association 8233 Old Courthouse Rd Alexandria, VA 22182 (703) 442-8850 mseetin@usapple.org

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