New Season Ahead. Are You Ready for What Lies Ahead?
Is it just me or is there a feeling of uncertainty about this crop? I think many growers are coming to the reality that too much of their acreage is no longer in peak demand. The shelves are seeing new names that have now so slowly replaced long standing favorites. While the apple shelf space is still impressive it cannot hold all varieties.
A few years ago, the Eastern crop had a record low crop due to poor weather. The apple shelves did not go bear. Fruit from outside the traditional reach found its way to our markets to fill this gap. Life has never been the same. New supple ties were made and new varieties became available to our consumers. We did not lose our apple consumer they simply had a new list to select from.
We need to accept that our consumer is not the consumer of our parents. That consumer was happy to drive a Ford or Chevy. Today’s consumer wants to select from all the types of cars of the world. Our apple consumer is no different. Our challenge is to accept this reality and wisely move forward. To hold onto older varieties is similar to trying to sell yesterday’s newspaper.
So how do we meet this shift? It may sound like a broken record, but we must continue to invest in research. We need to invest in production and marketing research. We may know how to design the modern orchard but what good is it if we have the wrong variety. I believe we need to make the effort to partner with our State and Federal policy makers to invest in much needed research.
We all know the struggles we are currently having with shifts in public policy on farm labor. We cannot allow this debate to dampen our efforts to increase funding for research. If our labor is to cost us more we certainly need to be harvesting the most desirable crop.
I am confident that in many ways this year will see a huge shift in our orchards. We cannot take the attitude that we will grow what we want despite the consumer shift. We truly do farm today from the shopping cart back to the farm. Embrace change but first make every effort to research that change.