Marketing Apple Diversity

Marketing Apple Diversity

Summary

We are just reporting here on the first 2 months of the project (November 2008 and December 2008) as the annual report for 2008. During this time a grower survey (about attitudes, opinions and knowledge about growing and marketing currently available disease-resistant apple varieties and the importance of labeling information in purchasing/selection decisions), and a consumer survey (about attitudes, opinions and knowledge about “locally-grown”, “sustainably-grown”, and disease-resistant varieties of apples and labeling information) were developed. A 10 member board of grower advisers for the project (composed of Midwest Apple Improvement Association -MAIA- members and Fruit Growers Marketing Association members – FGMA-) met to brainstorm about the project.

Objectives/Performance Targets

We developed the years of the project as Nov 2008 – Oct 2009; Nov 2009 – Oct 2010; and Nov 2010 – Oct 2011 but the reporting requires an annual calendar report (2008 year; 2009 year; 2010 year and 2011 year). Our appropriate first objectives dealt with information – writing surveys to obtain information from growers, marketers and consumers; and presenting information about the project to the MAIA and FGMA growers.

Accomplishments/Milestones

During November and December 2008 we pre-tested FGMA member growers on attitudes towards the project; their knowledge and expertise on growing and marketing disease-resistant apple varieties and the actual volume of production of disease-resistant varieties. In addition we developed surveys for marketers and consumers on their knowledge, attitudes and opinions about disease-resistant apple varieties.

Impacts and Contributions/Outcomes

In this first two month period, grower members of the Midwest Apple Improvement Association (50 members) and the Fruit Growers Marketing Association (35 orchards) became aware and involved in the project by surveys and by commencement of a grower-advisory board for the project.

Collaborators: