Total volume of this year’s Washington apple crop is forecast to be 130 million boxes. “It is the new normal,” says Craig Stauffer, CEO of Vanguard Pride. “The number of new plantings has been consistent and today, one acre produces a lot more fruit than one acre did in the past.” Trees are planted closer together and apples grow closer to the ground. The new dwarf rootstock grows shorter and smaller trees, making picking more efficient and ergonomically-friendly.
The original apple varieties out of Washington - Red Delicious and Golden Delicious - have fallen out of favor with the North American consumer. “We continue to grow these varieties as they are popular in our export markets,” said Stauffer. Vanguard already had a significant export apple program, but the acquisition of Pride Packing a few months ago, continues the company’s vertical integration strategy. “For Vanguard Pride this represents a return to not only growing and packing our own apples, but doing the sales, marketing and distribution as well,” shared Stauffer.
Vanguard’s strategy is to become a global vertically integrated fruit organization. “However, it is not our intention to own all the fruit that we handle,” Stauffer said. “We want to maintain the strong grower relationships we currently have and believe that being vertically integrated helps us understand our partner-growers and receivers better and add more value to them.”
High number of apple varieties has become a challenge
Popular apples varieties that are experiencing an increase in plantings include Honeycrisp, Pink Lady, Jazz, Envy, Cosmic Crisp, Kanzi, Kiku and Ambrosia. “It goes on and on,” said Stauffer. At one visit to Fruit Logistica in Berlin, at least 25 new apple varieties were noticed.
“The large number of varieties can present a challenge for growers and retailers alike. Apples are a heavily SKU’d segment within the produce department,” explained Stauffer. Most retailers carry between 17 and 25 SKU’s of apples and it is a fight for shelf space. For consumers, it is confusing to have that much choice. “In the next few years, rationalization in the apple category will speed up. Due to social media, consumers are becoming increasingly engaged and aware of the varieties they buy and they will vote for their favorite apples with their wallets.”
Vanguard Pride harvest
Harvest of Vanguard-Pride’s Gala apples started last week and Honeycrisp will start this week. In addition, the company has a solid portfolio of Red Delicious and Fuji varieties. “We are pretty pleased with the quality. It was a hot summer in Washington, but the trees and apples have weathered the heat well,” said Stauffer. The Red Delicious variety seems to have a slightly smaller size profile due to the heat, but that is helpful for Vanguard-Pride’s global export program. Export destinations include China, India, Taiwan, Hong Kong, Bangladesh, Vietnam, Cambodia and the Middle East. Gala and Fuji have significant export programs as well whereas Vanguard’s Honeycrisp variety has a very strong domestic market.
Vanguard team members will be present at Asia Fruit Logistica. Please contact Tim Clarke if you would like to meet up.
For more information:
Tim Clarke
The Vanguard International Group
Tel: +1 425-427-6150
