The American Apple Industry In 2010

With a new year unfolding, the apple industry faces its share of opportunities and challenges. Apple consumption remains strong and apples are a great fit with today’s busy, health-conscious lifestyle. However, apples face stiff competition as consumers have more food choices than ever. Agricultural labor reform remains our industry’s most critical issue. In addition, Congress is writing legislation that will have long-term effects on business. Never has it been more imperative that the industry continue to produce a superior product and educate both policy makers and consumers about apples to keep our brand strong and growing.

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New Priorities

The Obama White House and the 111th Congress came in with a flurry, but since have been absorbed with health care reform and the wars abroad. So far it is still hard to determine how the new administration and revamped face of Capitol Hill will impact key issues affecting the apple, specialty crop, and produce industries. Increased federal regulation is likely in environment/climate change, food safety, worker protection/advocacy, and other areas. USApple has consistently opposed new regulations that are overreaching, duplicative, burdensome, and unnecessary.

At USDA, the Obama administration has established primary themes:

• Rural development and prosperity
• Sustainability of produce at national reserves and in urban spaces
• Encouragement of small growers and the “buy local” movement
• Food security in the U.S. and abroad
• Access to healthy, nutritious food
• Adoption of science-based rules and regulations.

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In addition, President Obama has repeatedly expressed commitment to the promotion of health, nutrition, and fighting obesity, which will help increase demand for apples and apple products. This renewed focus on healthy eating has helped drive support for expansion of the fresh sliced apple program launched in 2009; for stronger federal purchases of apples and apple products by USDA and other federal agencies; and for strengthening of the Child Nutrition Reauthorization Act, which aims to increase school servings of fruits and vegetables.

The administration and Congressional leaders also publicly support comprehensive immigration reform, including AgJOBS, the reform bill that would provide a reliable and legal supply of farm workers. Funding for the Market Access Program (MAP) and Specialty Crop Block Grants, included in the 2008 Farm Bill, remain intact, even though both came very close to the federal budget axe this year. Both programs are important (and popular) in the apple industry.

Food safety has been a source of activity in both the legislative and regulatory arenas. Responding to concerns over widely reported outbreaks of food-related illness, Congress began the legislative session with multiple bills in both
houses of Congress aimed at strengthening the oversight of the U.S. food system.

At the same time, state and federal regulatory agencies initiated their own efforts to enhance oversight through the development of new and stronger regulatory proposals. Ultimately, the multiple legislative approaches condensed into a single bill, which was passed by the House and is awaiting action by the Senate, likely early this year. USApple continues to work diligently to ensure that any new standards be science based, risk based, and commodity specific.

Crop insurance is another key concern to our industry. Through our Risk Management Task Force, USApple has sought input and ideas from the industry and has worked collaboratively with USDA’s Risk Management Agency (RMA) to improve the apple crop insurance policy. In fact, the RMA is just finalizing another revision to the apple policy that includes several provisions advocated by USApple to give additional flexibility to growers in choosing the most appropriate insurance coverage for their needs.

Driving Consumer Demand

With the bountiful 2009 American apple crop now on supermarket, retail, and farm market shelves nationwide, it is absolutely critical for the apple industry to generate interest in and boost consumption of American apples and apple products. USApple works to excite consumers about the enjoyment and healthy benefits of eating apples and apple products by communicating key messages to consumer media and working closely with educators, health care professionals, and directly with consumers throughout the year. Health and nutrition messages now being generated daily — from the White House to consumer media of all types — are providing an ideal forum to reinforce the health benefits of apple consumption. A substantial amount of apple health research supports claims, and new discoveries are expected to be released in 2010 from ongoing research.

In addition to supporting apple-focused research, USApple is continually developing and promoting new apple recipes, from snacks and starters to center-of-the plate to desserts, many with a health/nutrition focus. Our new website — to be formally launched early this year — will have an entire section dedicated to recipes.

The American apple industry has much to be proud of and exciting things to look forward to in the coming year due to your hard work and dedication. USApple wishes you success and prosperity for the New Year!

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