New Crop in 2020 But is There Anything Else?
There is a famous saying, “If you do the same thing over and over-looking for a better end, why should you expect any new outcome?”
Since early America we have been growing apples in New York State. Always received as a favorite fruit by the people consuming them. Primary usage has been fresh eating out of hand, cider or baking of desserts. Later we introduced apple sauce to the mix. Near the end of the last century we tried to link apples with health. In my mind only limited market success. Nothing negative but not really a shot in the arm for movement.
Fast forward to 2020. We have asparagus and strawberries every day of the year. Fruits and vegetables no longer have seasons associated with them. Today’s commodities are expected to be on the consumers shopping lists year-round. What are we offering new in 2020 other than a new club variety to be used as it was 300 years ago? Let’s be honest here and admit we are in a bit of a rut.
I took the time to drive around the area recently. I saw incredible innovations in horticulture skills and applications. I witnessed an operation inside a major apple packing plant that was combining apples with potatoes, cucumbers, onions and carrots. This was to move 20 pounds of produce to national distribution. The combination of including apples with other commodities was moving product. It was keeping apples in the daily usage. It was not a stand-alone product, but it was moving product!
I think we have become victims of tradition. Ford Motor began making one car model. Henry quickly observed he needed to make different models, colors and even trucks. We live in a time when anything NEW has a noticeably short shelf life. What I am suggesting is we have a time proven product but a very stale delivery. For example, is the target of our promotions the housewife alone? True she has held most of this responsibility overtime. Ask yourself, how does an item get on her list? Have we as an industry offered enough fresh stimulus to rate being on this critical list?
I personally think we have failed miserably for years to influence the buying power of children. Disney certainly saw the wisdom of making entertainment designed for children. They In turn influenced the adults to become consumers. Children have special needs. They have loose or missing teeth! They have braces that make eating a challenge. Do we ignore these children during this critical time or search new ways to deliver our product to them in a form they can enjoy? I think slicing has been a success here. Question here is, have we done all we could to develop this market?
Open your imagination again. Peanuts grown in the south found a great partner in the north in grapes. Introducing the peanut butter and jelly sandwich. Hot dogs and french fries, macaroni and cheese and so on. My question is what product are we searching for and willing to promote to become our “peanut butter and jelly sandwich?’
Apples are a great product. However, I think we need to reintroduce the product to a new consumer. Every promotion will not be a winner. I think the challenge for the apple industry is for the marketing and sales departments to keep up with the horticultural advancements I witnessed in the modern orchard. We can not only improve the orchards. Our job is not completed until our product is in demand on a daily basis. Yes, it is a challenge, but as farmers I think we do our absolute best when faced with challenges.
Send me your ideas for the new apple “peanut butter and jelly sandwich.”