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October 19, 2018 CapitalPress.com 7 Cosmic Crisp to get multi-million-dollar push By DAN WHEAT Capital Press YAKIMA, Wash. — The framework for a $10 million marketing launch of the new Washington apple Cosmic Crisp has been reached be- tween Washington State Uni- versity and Proprietary Vari- ety Management of Yakima. PVM, which was hired by WSU in 2013 to help manage commercialization of the ap- ple, has selected McDill As- sociates, of Santa Clara, Ca- lif., as the lead agency for the marketing campaign. Others will be chosen later. “With decades of experi- ence launching and building produce brands and catego- ry winners, McDill’s work is well suited for a breakout product like Cosmic Crisp,” said Kathryn Grandy, PVM marketing director. “With a deep history in produce, I can honestly say we know a game changer when we see it. Cosmic Crisp is everything that a consum- er is looking for and creates a differentiator for retailers,” Dan Wheat/Capital Press Washington’s new Cosmic Crisp apple will reach grocery stores a year from now and quickly ramp up in volume. WSU and a company it hired will spend $10 million in early promotions. Sales companies likely will spend a similar amount to promote the apple. said Melissa McDill, presi- dent and creative director of the firm. WSU and PVM will pro- vide $10 million for promo- tions over several years with specific marketing strategies but for the benefit of all sales companies, Grandy said. She would not say how much of the $10 million will be pro- vided by WSU or PVM. Individual sales companies likely will spend a similar amount on their own Cosmic Crisp promotions over the same time, she said. Cosmic Crisp is a WSU cross between Enterprise and Honeycrisp, the par- ents chosen for outstanding flavor, color, storage and resistance to disease and disorders. It rated “statisti- cally significantly” better in consumer tests in taste and texture. It has a sweet, tangy flavor that the indus- try believes consumers will like better than Honeycrisp and it’s easier to grow than Honeycrisp. The name was selected in 2014 for the apple’s lenticels, tiny skin pores that look like starbursts and crisp referenc- ing its firmness and the popu- lar Honeycrisp. The first commercial or- chards of Cosmic Crisp were planted in 2017 and the first apples will arrive in grocery stores in the fall of 2019. Volume will quickly acceler- ate from just under 200,000, 40-pound boxes in 2019 to 2.2 million for 2020, 6.2 million in 2021 and to 22 million by 2026, PVM has said. Growers have been con- cerned about such a fast accel- eration of volume, but Grandy said it can be a positive. “There’s a tremendous amount of branded apples (proprietary varieties of small volume) and competition for shelf space. Something like 37 branded apples. All won’t make it. Having a large vol- ume where we will fill retail needs is very positive,” Gran- dy said. The framework of a mar- keting plan has been shared with an industry marketing advisory committee, which likes it and will share it with sales companies and growers in March, she said. It will be a national effort including packaging, in-store promotions and a digital cam- paign, she said. How much Cosmic Crisp is sold when and where will be up to the sales companies but all major retailers have had samples and are eager for it, Grandy said. Companies promote new apples at PMA Fresh Summit By DAN WHEAT Capital Press CHELAN, Wash. — Lucy Rose and Lucy Glo apples, from Chelan Fresh Marketing, are among new proprietary apple varieties being displayed at Pro- duce Marketing Association annual Fresh Summit in Orlando, Fla. More than 19,000 attendees from more than 60 countries are expected at the Oct. 18-20 event. Chelan Fresh is showcasing its Lucy Rose, a sweet apple with a red exterior, pinkish-red interior and hints of berry flavor. Lucy Glo is a tart apple with hints of sweetness and a glowing yellow ex- terior. The varieties are limited in 2018, but Chelan Fresh figures their popularity will grow. The company also is promoting its SugarBee and KORU apples and the smaller, snack-size Rockit apple. Oneonta Starr Ranch Growers, of Wenatchee, will hand out its JUICI ap- ples at PMA. A cross between Honey- crisp and Braeburn, JUICI has “incred- ible flavor” and is well-liked among retailers from Utah to New England who have sold it, said Scott Marboe, Oneonta Starr Ranch marketing director. The 2018 crop has much better sizing than last year but is down in volume to about 200,000, 40-pound boxes, he said. Organic JUICI will be available in 2020, he said. Dan Wheat/Capital Press File Several Washington apple companies will be promoting their new club varieties at the Produce Marketing Association annual Fresh Summit in Orlando, Fla. Members of the Atwater, Calif., FFA showed up in force for a demonstration against a water board plan for the region. FFA members join rally against water board plan at state Capitol Nearly 50 Atwater, Calif., High School agriculture and FFA students joined hundreds of farmers, farm employees, community leaders, state and federal lawmakers, the Atwater High School Band, and the Merced Union High School agriculture program and FFA students in Sacramento last August to rally against what is described as a “state water grab.” The opportunity for students to take part in the event was organized through the Merced County Farm Bureau, Assemblyman Adam Gray’s, D-Merced, office, and Atwater High’s superintendent, Alan Peterson. “This was an opportunity for our agriculture students to experience legislative and government policy among their community and agriculture industry partners,” said Atwater High School FFA advisor Kim Macintosh. Atwater, Calif., FFA members demonstrate against water plan. For many students, it was their first time in Sacramento and the Capitol. “I learned that the water issue expands beyond just farmers and has an effect on all of us,” said Atwater High School agriculture student Jennifer Velazquez. 42-2/HOU
