Apple growers will get a chance to hear more about and discuss a proposed apple marketing commission during grower consultation sessions on January 30 in Oliver and January 31 in Winfield.
Inner Harbour Consulting principal Derek Sturko, a former assistant deputy minister with the province’s agriculture ministry, was hired to facilitate the process.
Inner Harbour has prepared a comprehensive business plan for the proposed marketing commission in both English and Punjabi that outlines a structure and projected costs.
A second report by Vancouver-based consulting firm Cascadia Partners detailing the commission’s anticipated impacts on the sector, has been distributed to growers through industry contact lists.
Both documents discuss the impact a combination of inconsistent apple quality, competition among packing houses and a lack of coordinated marketing efforts have had on grower returns.
The result has been a poor position for BC growers to negotiate with retailers and compete with better-organized growers in neighbouring Washington. the continent’s largest apple producing region, with huge economies of scale and generous government support.
The proposed marketing commission could have the authority to establish quality standards, maintain records and collect and share volume and pricing data, giving growers a solid foundation for further actions.
A commission could also set minimum prices for apple sales to retailers, collect levies to cover the commission’s costs (estimated at less than one cent per pound) and develop domestic and international promotion programs.
A levy would also enable the BC apple industry to be involved with a national apple promotion and research agency and access government funds for marketing.
The BC Fruit Growers Association, who handed responsibility for the consultation process to the Investment Agriculture Foundation of BC last fall, is maintaining a neutral role in the marketing commission consultations, says BCFGA general manager Melissa Tesche.
“It’s important that growers are able to decide for themselves,” she says. “We certainly encourage all growers to read the reports, attend the sessions, and ask questions so they can make an informed decision.”
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