Once again, B.C. Ambrosia growers have voted to maintain a levy on all fresh market Ambrosia apples for marketing and research. Of those growers who voted, 62 per cent approved the new levy of $0.02 per pound, a slight reduction from the $0.025 per pound in the last mandate.   
    

In most cases, this levy will be deducted at the packinghouse, but in the case of direct sales or instances where the levy is not deducted by the first receiver, Ambrosia growers must pay the levy directly to the New Tree Fruit Varieties Development Council (NTFVDC). Ambrosia growers have supported the levy since its inception in 2001. 
     

Since 1994, B.C  plantings of Ambrosia have increased from a few acres to more than a thousand in 2015, with investment in new plantings expected to continue over the next several years. In fact, recent surveys of nurseries and suppliers of rootstocks indicate that Ambrosia plantings will total nearly 2,000 acres by 2020.
    

The levy funds studies to improve quality, storability of the apple and to carry out research into certain apple pests. In-store demonstrations at supermarket chains have been used yearly to encourage consumer acceptance. Social media platforms have been established to engage with consumers. Videos have been produced to tell the Ambrosia story and introduce the public to the Ambrosia growers according to Bruce Currie, NTFVDC chair. For more information, visit www.ambrosiaapples.com.