Hopes of regaining access to the Chinese market, coupled with predictions of a record crop, have prompted the Washington Apple Commission (WAC) to ramp-up it global promotional spend over the upcoming season, according to Capital Press.
WAC will have access to US$5.1m in federal funding, through US government’s Market Access Programme, while an additional US$2.3m in grower contributions will enable the industry body to spend up to US$1.3m more on export marketing than it did over the 2013/14 season.
Early estimates from the Washington State Horticultural Association suggest this year’s packout could hit the 150m carton mark, eclipsing the current record of 128.8 cartons packed in 2012/13.
WAC is expected to determine how the additional funding will be spent at a meeting later this month. However, the commission’s president Todd Fryhover hinted Asia would be a key focus for promotional activity.
“It’s a big uptick for us,” Fryhover told Capital Press. “We’ve been planning for this for the last three to four months. Southeast Asia is a huge focus and India, and we hope to have access to China.”
The US apple industry had hoped to see a resolution to its ongoing impasse with China in time to ship for this year’s Lunar New Year celebrations (held in January). This optimism followed a positive round of bilateral phytosanitary talks between the US Department of Agriculture (USDA) and China’s Administration of Quality Supervision Inspection in November 2013, which resulted in a work plan to reopen access for US-grown Red and Golden Delicious varieties.
However, China has since added a number of additional terms to the proposed deal, which industry some industry officials have labeled “virtually impossible” to meet. Mark Powers, vice president of the Northwest Horticultural Council, said US authorities are continuing to hammer out the practicalities of the deal, in the hope of regaining access this season.
“While it appears there’s been progress, there are some real challenges that remain to be ironed out,” Powers said. “I’m hesitant to place odds or say when it may reopen.”
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