An increased focus on smaller and growing markets is the order of the day for the US-based Washington Apple Commission after opting to pull marketing funding from some of its more established markets.
Money budgeted for marketing, which comes from growers and the federal Market Access Programme respectively, has been moved for next year because it will be 'better used for Washington's growers', according to Commission president Todd Fryhover.
Mexico remains the overseas country with the highest budget at US$1.1m, but this is down US$107,000 on 2008/09 with the remaining money going to support marketing in countries such as Colombia, India and Egypt.
Of these markets, Colombia is seeing one of the largest reallocations of US$14,000, allowing for increased research and evaluations, consumer advertising and trade promotions.
India's budget has been increased US$19,000, up from US$594,000 to US$613,000 next year.
'We're not just Red Delicious apples anymore,' Mr Fryhover told Capital Press, 'and by moving these funds it will be of better use for Washington's growers.'
The 2008/09 Washington apple campaign yielded a total of 22m boxes of produce, according to statistics from the United States Department of Agriculture.
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