marketing apples a national perspective. 2013 usapple crop estimate
TRANSCRIPT
Marketing Apples A National Perspective
2013 USApple Crop Estimate
Total U.S. Apple ProductionTotal U.S. Apple Production(Million) 42-Lb. Units(Million) 42-Lb. Units Up 13%
from 2012
Eastern Apple Production(000) 42-Lb. Units
Up 39%
Midwestern Apple Production(000) 42-Lb. Units
Up 472%
Eastern and Midwestern Apple ProductionMillion 42-Lb. Units
Up 96%
Source: USDA and USApple
Up 96%
Utilization of the U.S. Crop5 Year Average
U.S. Red Delicious Production
(Million 42-Lb. Units)
405060708090
100110120
Source: USApple F = Forecast
2013
(F)
118
56.3
U.S. Golden Delicious Production(Million 42-Lb. Units)
15
25
35
2013
F)
41
25
Source: USApple F = Forecast
25%30%35%40%45%50%55%60%
Red and Golden Delicious As a Percent of Total Production
Source: USApple
2013
F
33%
57%
U.S. Gala Production(Million 42-Lb. Units)
0.010.020.030.040.050.0
2013
(E)
39
Source: USApple F = Forecast
10
Honeycrisp Production(Million 42-Lb. Units)
Source: USApple F = Forecast
Honeycrisp and Cripps Pink (Pink Lady™) (Million 42-Lb. Units)
Source: USApple F = Forecast
10.8
4.3
Total U.S. Fresh Apple Export Volume – 2012 Crop
(000 Bushels)
55,005
10,00515,00520,00525,00530,00535,00540,00545,00550,005
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Crop Year
46,716
44,054
2012-13 New Volume Record + 6% over 2011-12
+ 95% over 2002-03
Source: USDA FAS-Global Agricultural Trade System (GATS) August 8, 2013Exports reported on July – June marketing year
Total U.S. Fresh Apple Export Value – 2012 Crop
(000 U.S. Dollars)
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
2004 2005 2006 2007 2008 2009 2010 2011 2012Crop Year
17% above 2011-12
New Record
Source: USDA FAS-Global Agricultural Trade System (GATS) August 8, 2013Exports reported on July – June marketing year
$1,157,895
Top Five Apple Export Destinations - 2012 Crop
Top 5 Country Share of Total Exports
Source: USDA FAS-Global Agricultural Trade System (GATS) August 8, 2013Exports reported on July – June marketing year
Country MT 42 lb Bu % of total
Mexico 268,063 14,071
Canada 158,618 8,326
Taiwan 75,737 3,976
India 58,804 3,087
Indonesia 48,206 2,530
Others 280,561 14727Total 889,990 46,716
30%18%9%
7%
5%
Apple Balance of Trade ( U.S. Dollars in millions)
$980 (Net)
$1,158
$198$594
Industry Information ProgramIndustry Information ProgramOutlook Conference and PublicationsOutlook Conference and Publications
Market NewsPublished monthly November to July
Statistics on apple stocks
Outlook Conference August 21-22, 2014 Chicago
Apple crop forecast
Networking
USApple-funded study with Ohio State University Linked whole apple consumption with 40% reduction of oxidized LDL (the “bad” cholesterol)Outreach garnered 68 million media impressions, including live & taped radio/TV interviews with OSU researcher, multiple print and online storiesStudy continues to generate coverage
Health Education Outreach: Health Education Outreach: OSU StudyOSU Study
Social + Digital Outreach: Social + Digital Outreach: New Strategy, Immediate ResultsNew Strategy, Immediate Results
USApple has recently expanded its digital and social strategy – emphasizing seasonal content, high-quality recipes and images, nutritional information“Blogging for Apples” site also features grower profiles, regional spotlights“Apple of the Month” recipe e-newsletter targets influential consumers, mediaWith new content, Facebook network has grown from 1,300 to 26,000 in 12 months
Mid-Tier Outreach: Mid-Tier Outreach: Based on Media ResearchBased on Media Research
Interviewed food editors at daily newspapers and online sites (mid-tier media) in 2013 to assess their needs
Universal request for ready-to-print stories with recipes, images, video
Also focusing on “seasonal,” “local,” “what’s new” and “affordability”
Customized stories already gaining features in dailies and recipe sites
Education CommitteeEducation Committee
NYC Media Tour: The Art & Science of Apples
Education CommitteeEducation Committee
NYC Media Tour: The Art & Science of Apples
Combined new research—“the science”—with stories on the craft of growing apples—“the art”
USApple’s chef served dishes highlighting apples as a health “superfood”
Meetings with top national food editors—
Epicurious, Family Circle, Food & Wine, Redbook, Good Housekeeping, Ladies Home Journal, More Magazine, Prevention, Reader's Digest, EveryDay with Rachel Ray
Education Committee Education Committee EveryDay with Rachael Ray immediately requested apples for cover shoot with Rachael
Recipes from tour posted on several social media websites, like Readers Digest
Many reporters have requested orchard tours
Relish magazine featuring 10 recipes in September
Readers Digest featured Pickled Apple Recipe in October issue
Education CommitteeEducation Committee
AppletizeMe! Health & PR CampaignPuts a face on popular apple varieties
This encourages consumption among new & existing apple eaters
Site visitors will discover their “apple personality”
They can then share on social networks
Participants enter to win prizes
Education CommitteeEducation Committee
AppletizeMe! Health & PR Campaign
Sponsorship $$ defraying USApple costs
Multiple opportunities for coverage & sharingMedia helps promote upcoming campaignParticipants post their “apple personality” on social mediaMedia can also share their own “apple personalities”News stories about the distinct taste of each variety, health benefits, & more
February 2014 - 28 Days of ApplesFebruary 2014 - 28 Days of Apples
A media relations campaign (focusing heavily on radio program interviews) spotlighting 28 ways apples are heart healthy
A digital/social campaign promoting important heart healthy apple info each day in February on our Facebook, Twitter and Pinterest pages
28 daily giveaways from USApple members and partners to consumers who engage in the campaign
Education CommitteeEducation Committee
Social Media ActivityTwitter
Seasonal Apple e-Newsletter
Blog – “Blogging for Apples”
Pinterest—New addition to social media plan
AppletizeMe! Website—social media tie-ins
Health ResearchHealth Research
Three Primary FocusesHealthy Aging/Cognitive Function
Weight Management
Diabetes
Request for Proposal (RFP) process
Targeted list of Health Researchers
Crisis Communications Crisis Communications Annual “Dirty Dozen” list
Apples #1 again on EWG’s list
USApple supported sister org. Alliance for Food & Farming
Dramatically decreased list’s effectiveness with consumer media
USApple continues to counter with positive apple messaging
Arsenic levels in Apple JuiceFDA proposed a reduction in allowable arsenic levels
USApple “educated” FDA over the past 2 years
Assured apple juice positioned as “healthy” & “safe”
To Keep Our Future Bright
We must look out for our own interests – and we must speak for ourselvesYour help is neededGo to www.usapple.org Talk to others – get to know your elected representstives
Thank You!Thank You!
U.S. Apple Association8233 Old Courthouse Rd
Alexandria, VA 22182(703) 442-8850