Apple show

The U.S. Apple Association Marketing and Outlook Conference is under way, as wind storms and tornado warnings surround Chicago. The regional crop discussions are taking place now, and the theme of this year's crop outlook is positive for the growers. The USDA has predicted a national crop of 221 million bushels, off 7% from last year and 2% below the five year average. US Apple modifications to that estimate, released next morning, will likely be limited but typically fall on the short side of the USDA.

Today, presentations on China and European apple production were followed by talks about the role of genetic research in apple research from Washington State University researcher Amit Dhingra and a lighthearted talk by tree fruit expert Desmond O'Rourke called "Fun for Consumers."

O'Rourke highlighted research that shows consumers are averse to doing the right thing when it comes to healthy eating choices. Even without tasting food items, they believe the food tastes badly if it is said to be good for you. And consumers may not be as savvy as we think they are. O'Rourke said one study showed that even some wine experts were unable to distinguish between red and white wine in blind taste tests.

How to solve this puzzle in marketing? O'Rourke didn't have time to unpack all the possibilities, but perhaps the central message is that consumers are attracted to things that are illegal, immoral or make them fat. Do we need an outlaw brand for produce, a PLU sticker with a Raiders skull and crossbones? I'll take the credit when we see it in the store.