Okanagan apple growers consider marketing commission to sell their fruit

While Okanagan apple growers didn't experience the same kind of killing damage that January’s cold snap dealt to grapes and soft fruit, the industry has been struggling for years with low prices.

That has sparked discussion amongst growers about new ways to market their apples and is building momentum with a number of grower meetings scheduled for next week.

“Beginning in 2021, there has been a lot of research and discussion by BC apple growers looking at new ways to collaborate on the marketing their apples,” Glen Lucas, general manager of the BC Fruit Growers’ Association, said in a news release issued today, March 7.

“The potential to establish an apple marketing commission, similar to Ontario, Quebec, Michigan, and New York has drawn real interest.”

An Orderly Marketing Project Management Committee was created last summer and has set up a website.

“Orderly Marketing is simply a way to describe how BC apple growers may achieve better results – for example, in product promotion – by working together rather than apart,” the website says.

“It is a way of taking a co-ordinated approach to selling apples; a suite of tools, designed and administered by growers, to give them more collective strength in the marketplace. The alternative is to have each organization operate independently and trust their market discipline to sell at the right price.”

In order for any such an initiative to move ahead, it will need a non-binding vote amongst growers followed by enabling legislation from the provincial government.

Small meetings will be held in Oliver, Cawston, Kelowna and Vernon from March 11-13 as well as online sessions.

The grower meetings will be facilitated by Purdeep Sangha, described in the news release as a “well-known international business advisor who also has deep family roots in BC’s tree fruit industry.” He will be joined by Jim Collins, who has extensive experience in the BC and Canadian regulated marketing field.

Go here to register.

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