Nurseries Look To Connect With Consumers

Who is the primary customer of fruit varieties developed by today’s leading fruit and nut nurseries? As with every other industry, it’s the consumer, or in this case, the fruit consumer. Yes, as a grower, your needs play a valuable role in the decision-making process nurseries use to evaluate their varieties. However, the most important market nurseries need to target (and this of course goes for you, the grower, as well) is the produce buyer.

With that in mind, here’s a look at some of the ways nurseries are targeting their new products toward consumers.

Flat Fruit

The Halo Series of flat stone fruit from E.W. Brandt & Sons in Yakima, WA, follows in the footsteps of Donut and Saturn varieties, but it is the first series to include not only flat peaches, but also flat nectarines. The Halo Series includes the Angle Fire flat peach, the Necta Fire flat yellow flesh nectarine, and the Necta Snow flat white flesh nectarine. For marketers, this means a new potential niche opportunity, with varieties that display a longer shelflife and sweet flavor. Growers benefit because the fruit has a tendency to crack less than other varieties.

Focus On Quality

One significant trend in the fruit industry, according to Phil Baugher of Adams County Nursery in Aspers, PA, is the emphasis on quality. “I think the rise of the variety Honeycrisp has made it clear that a new variety can be consumer driven,” Baugher notes. “Today, flavor, texture, and other fruit quality attributes are high on our list when evaluating new cultivars.” Baugher also says that with the increase in local farmer’s markets and the trend of “buying local,” growers will need to respond to consumer demands for consistent high-quality fruit, and more emphasis will be put on quality and flavor in the development and introduction of new varieties.

The World Around Us

With variety development a global trend, it is important for nurseries to be in tune with what’s happening around the world.

According to Todd Snyder of C&O Nursery in Wenatchee, WA, variety ownership and offerings to growers are the keys to success for any nursery. “With varietal development and discovery at an all-time high in importance, membership in a worldwide organization such as the International New-Varieties Network (INN) can’t be stressed enough,” says Snyder. “New varieties are being shared with other members in the group, and test blocks are located around the world to see just how these potential winners react to the different climatic conditions in different parts of the world.”