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Marketing Apples A National Perspective. 2013 USApple Crop Estimate.

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Presentation on theme: "Marketing Apples A National Perspective. 2013 USApple Crop Estimate."— Presentation transcript:

1 Marketing Apples A National Perspective

2 2013 USApple Crop Estimate

3 Total U.S. Apple Production (Million) 42-Lb. Units Up 13% from 2012

4 Eastern Apple Production (000) 42-Lb. Units Up 39%

5 Midwestern Apple Production (000) 42-Lb. Units Up 472%

6 Eastern and Midwestern Apple Production Million 42-Lb. Units Up 96% Source: USDA and USApple Up 96%

7 Utilization of the U.S. Crop 5 Year Average

8 U.S. Red Delicious Production (Million 42-Lb. Units) Source: USApple F = Forecast 2013 (F) 118 56.3

9 U.S. Golden Delicious Production (Million 42-Lb. Units) 2013F) 41 25 Source: USApple F = Forecast

10 Red and Golden Delicious As a Percent of Total Production Source: USApple 2013F 33% 57%

11 U.S. Gala Production (Million 42-Lb. Units) 2013 (E) 39 Source: USApple F = Forecast 10

12 Honeycrisp Production (Million 42-Lb. Units) Source: USApple F = Forecast

13 Honeycrisp and Cripps Pink (Pink Lady) (Million 42-Lb. Units) Source: USApple F = Forecast 10.8 4.3

14 Total U.S. Fresh Apple Export Volume – 2012 Crop (000 Bushels) 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, 2013 Exports reported on July – June marketing year

15 Total U.S. Fresh Apple Export Value – 2012 Crop (000 U.S. Dollars) 17% above 2011-12 New Record Source: USDA FAS-Global Agricultural Trade System (GATS) August 8, 2013 Exports reported on July – June marketing year $1,157,895

16 Top Five Apple Export Destinations - 2012 Crop Top 5 Country Share of Total Exports Source: USDA FAS-Global Agricultural Trade System (GATS) August 8, 2013 Exports reported on July – June marketing year CountryMT42 lb Bu% of total Mexico 268,06314,071 Canada 158,6188,326 Taiwan 75,7373,976 India 58,8043,087 Indonesia 48,2062,530 Others 280,56114727 Total 889,99046,716 30% 18% 9% 7% 5%

17 Apple Balance of Trade ( U.S. Dollars in millions) $980 (Net) $1,158 $198 $594

18 Industry Information Program Outlook Conference and Publications Market News Published monthly November to July Statistics on apple stocks Outlook Conference August 21-22, 2014 Chicago Apple crop forecast Networking

19 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 stories Study continues to generate coverage Health Education Outreach: OSU Study

20 Social + Digital Outreach: New 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, media With new content, Facebook network has grown from 1,300 to 26,000 in 12 months

21 Mid-Tier Outreach: Based 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, whats new and affordability Customized stories already gaining features in dailies and recipe sites

22 Education Committee NYC Media Tour: The Art & Science of Apples

23 Education Committee NYC Media Tour: The Art & Science of Apples Combined new researchthe sciencewith stories on the craft of growing applesthe art USApples 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

24 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

25 Education Committee AppletizeMe! Health & PR Campaign Puts 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

26 Education Committee AppletizeMe! Health & PR Campaign Sponsorship $$ defraying USApple costs Multiple opportunities for coverage & sharing Media helps promote upcoming campaign Participants post their apple personality on social media Media can also share their own apple personalities News stories about the distinct taste of each variety, health benefits, & more

27 February 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

28 Education Committee Social Media Activity Twitter Facebook Seasonal Apple e-Newsletter Blog – Blogging for Apples PinterestNew addition to social media plan AppletizeMe! Websitesocial media tie-ins

29 Health Research Three Primary Focuses Healthy Aging/Cognitive Function Weight Management Diabetes Request for Proposal (RFP) process Targeted list of Health Researchers

30 Crisis Communications Annual Dirty Dozen list Apples #1 again on EWGs list USApple supported sister org. Alliance for Food & Farming Dramatically decreased lists effectiveness with consumer media USApple continues to counter with positive apple messaging Arsenic levels in Apple Juice FDA proposed a reduction in allowable arsenic levels USApple educated FDA over the past 2 years Assured apple juice positioned as healthy & safe

31 To Keep Our Future Bright We must look out for our own interests – and we must speak for ourselves Your help is needed Go to www.usapple.orgwww.usapple.org Talk to others – get to know your elected representstives

32 Thank You!

33 U.S. Apple Association 8233 Old Courthouse Rd Alexandria, VA 22182 (703) 442-8850 mseetin@usapple.org


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