The Washington Apple Commission (WAC) has revealed details about how it will spend a US$8,457,600 grant made through the USDA Agricultural Trade Promotion (ATP) programme.
Consumer brand building activities will be undertaken in Mexico, China and India to create added value for Washington apples. The aim is to offset the impact new and proposed tariffs have had on retail pricing in these markets.
WAC’s funding plan also includes activities to introduce the new Cosmic Crisp variety to the Canadian market. The variety will be commercially available in Autumn 2019.
The commission will also increase consumer messaging around health and trust in South-East Asian markets, a growing region for Washington apples.
The ATP programme is part of the Trump administration’s US$12bn three-part trade aid package designed to alleviate adverse effects of ongoing trade conflicts on US agricultural producers.
Over 50 agricultural organisations have been awarded funding by the USDA Foreign Agricultural Service from a budget of US$200m.
The ATP programme is a one-time, non-renewable funding source, with approved activities to be spread out over an 18-24 month period.
The cost-share programme requires a minimum 10 per cent industry match, therefore WAC will need to provide US$845,760 in industry funds.