Apple Variety Output

Above is one of the data sets from the U.S. Apple Association Marketing and Outlook Conference. The trend of rising gala output and falling red and golden delicious harvests continues.

Fun for consumers

Here is the link to Desmond O'Rourke's presentation at the U.S. Apple Association Marketing Clinic on how "fun" plays into marketing fresh produce. Conversely, O'Rourke touches on how marketing food as healthy can be done at your own peril.

From the introduction:

Most of us build our marketing and promotion efforts for apples and other fruits on the basis of a few major assumptions that we know to be right.
Consumers are rational. True, except when they behave irrationally.
Buyers are adults. True, except for the times when they want to behave like children.
Consumers understand their own motivations. True, except when they are screwed up or deceive themselves.
Consumers can tell you what they want. True, but they sometimes lie both to themselves and to others.
In the next few minutes, I hope to show why we need to be much more cautious in our assumptions about consumers. I will present some recent research evidence that examines how and why consumers really think and behave. Finally, I will suggest some new approaches that will be needed throughout the apple industry as we consider future efforts to woo consumers.

TK: You'll appreciate Desmond's take on this issue. Here is the audio from his remarks.

More thoughts on the Peru disaster

TK:Bruce McEvoy continues the public dialogue about the industry response to the earthquake in Peru. Here in a letter to Nancy Tucker of PMA, Bruce expresses thanks to Nancy Tucker for information she shared about Caritas.
Then he writes:

I’m going to continue the dialogue with our colleagues in order to further explore what the broader produce industry might do to support the relief efforts in Peru. I want to address awareness of the need, and the importance of simplicity in fundraising.

If you are not directly involved in production or sourcing produce from Peru, you are probably aware of the tragedy but the details can be overshadowed by other daily issues and concerns. We have to find a way to get the facts to the industry, in order to trigger that latent compassion and generosity that resides in all our industry friends, the willingness to support a humanitarian relief effort.

In 2004 the PMA allowed me to address the International Forum in order to position for the trade the post-hurricane situation in Florida. We used very simple and factual sound bites of what happened, and we certainly had no need to exaggerate. You could hear a pin drop in the room, and many of our friends had tears in their eyes in learning the true extent of the damage, particularly the number of displayed farm workers. Immediately following the session a number of retailers promised to support special promotion features as a source of fundraising. Other companies suggested donations from established foundations within the industry, and of course there were personal gifts

Once the industry is focused on a campaign, for example raise $1 million for Farm Worker Housing Relief and Child Care, the process has to be simple and clear. What registered Foundation will hold the funds and contributions? How will the funds be used? Who will have oversight on the actual use of relief funds? Following the 2004 hurricanes we lost valuable time and probably significant donations because we couldn’t tell a retail partner or other donors where to send the contribution. Finally, we were able to host this special Farm Worker Relief Fund within the registered foundation of the Florida Fresh Fruit and Vegetable Association.

I dwell on the need for an umbrella industry effort since the situation in Peru mirrors our experience in Florida. A natural disaster that touched the hearts of people around the work, and relief was instantaneous. Yet when the headlines were gone of the front pages thousands of farm workers and their families were still homeless. That’s when we need to reinvigorate hope! Perhaps we have one Peru Day in October to conduct fundraising and to elevate the need. We certainly can get the message out through friends in press, but there is still the need for that industry umbrella. As I’ve stated previously, this is beyond the scope of one company. It needs a proactive industry or time will solve the problem.

As always, I look forward to your insights.

Regards,

Bruce