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WASHINGTON apples want new market share
United States
Tuesday 04 April 2017
The Committee advocates the use of the WASHINGTON logo on all varieties destined for all markets.
To meet increased competition in international markets, the WASHINGTON APPLE Committee plans to increase the brand identity by encouraging more shippers to use the WASHINGTON logo and intends to increase its export promotion budgets.
Currently approximately 70% of shippers use WASHINGTON logo stickers on exported apples. If the sector as a whole used them, identity would be strengthened and would have a greater impact on markets export.
By 2014 exports totaled 50.6 million boxes, accounting for 35.5% of the record harvest of the year. Exports, in a normal year, are in the range of 30 million to 35 million cartons. The target would be to reach 60 million cartons exported.
The world market is changing, with changes in the public tastes and therefore in demand, but also with greater competition from other producers (France, Canada and South Africa). The next meeting of the Committee will consider the promotional budgets. Over USD 2 million is earmarked for promotions in Mexico, India, China, Vietnam and Indonesia.
source : capital press com
