British Columbia’s apple sector has declined over the past five years, from 8,500 to 6,700 acres, sparking grower interest in a new marketing model. A neutral, third body chaired by Derek Sturko has been overseeing consultations.

Six meetings held January 8-10 from Vernon to Cawston were attended by 211 growers, an estimated half of all apple growers.

“The attendance indicates a very high level of engagement,” said Derek Sturko, chair of the project management committee which includes successful, representative BC apple producers and packers.

Growers considered the industry’s current circumstances, the reasons for its recent decline, and were consulted on three options: status quo, a marketing association, and a marketing commission. The status quo was not considered a viable option by growers.

Of the two remaining alternatives, a possible apple marketing commission was the focus of discussions and questions posed by growers.. An independent consultant, Purdeep Sangha of Sangha Worldwide, facilitated the sessions and will prepare the summary report. Robin Smith of Foodwest Resources Inc developed and presented business plans and budgets to inform growers’ understanding of the pros, cons, and costs of a possible apple marketing association or apple marketing commission.

“As a neutral facilitator, I was very pleased with the attendance, engagement, and thoughtful discourse on the alternatives,” said Sangha.

Smith noted that “Growers focussed on the three main activities proposed in the Apple Marketing Commission business plan: collecting data and making it available to all industry participants, establishing and monitoring quality standards so that there is a level playing field between packers as well as protection of BC’s reputation for high-quality apples, and finally a ‘generic’ promotion program that goes beyond individual packinghouse labels but at the same time supports and integrates with those labels.”  

Source: BC Fruit Growers’ Association January 11, 2024 news release