Coming off a year in which Washington apple producers grew a particularly large crop, this season has seen lower volumes. Coupled with increased demand, market prices for apples have been strong. “Last year, crop volume was high,” says Todd Fryhover, President of the Washington State Apple Commission, “but this year, it has been down to a manageable volume.”
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Fryhover notes that although last year's volume was high at 109 million boxes, there was still success in moving the crop. “I think it gives a lot of confidence,” he says. This year's volume is projected to be down to 104 million boxes, and with good consumer demand, market prices have been strong.
“We've seen increased demand due varietal diversification that's more aligned with consumer tastes,” says Fryhover. Loren Queen of Domex Superfresh Growers has also seen increased demand. “Demand has been strong,” he says. "We're moving lots of everything.”Like Fryhover, he believes demand has been driven by increasing alignment between consumer tastes and apple flavors.
“Apple flavor has been improving over the last decade,” he notes, “and there's also been growing awareness that you can spend more on fresh produce.”Such demand, coupled with a smaller crop, has resulted in good prices for growers, says Queen. “Demand, combined with a slightly short crop, has been pushing the market up in price, and that's playing out very nicely for growers.”