Tag: California Fresh Fruit Magazine

  • Rising Fruit Fly Populations Concern California Growers

    Fruit fly populations spiked last season and brought multiple species, compounding the damage to vineyards and orchards following Hurricane Hilary.  This is a continued concern for California fruit growers moving into the 2024 season with limited pest management tools available. Watch this brief California Ag Network interview with Adam Borchard from the California Fresh Fruit Association to learn more.

  • New California Fresh Fruit Association President Highlights Priorities

    Watch this brief video at the 88th annual conference of the California Fresh Fruit Association featuring the organization’s new President, Daniel Hartwig. Learn about Hartwig and the priorities of the organization moving forward to protect the interests of California table grape, tree fruit and berry growers.

  • New Apple Variety Blends Honeycrisp, Cripps Pink

    Washington State University’s newest apple variety, WA 64, is a sweet, tart, firmly crisp hybrid of Honeycrisp and Cripps Pink, a variety that includes the well-known Pink Lady®.

    Officially released for commercial licensing this summer, WA 64 is expected to reach stores in 2029. WSU will select a partner in the coming weeks to make trees available to growers, and the college will choose a brand name for the new apple in 2024.

    “With WA 64, we’re hoping to fill a useful space in the apple market,” said Jeremy Tamsen, director of innovation and commercialization for WSU’s College of Agricultural, Human, and Natural Resource Sciences.

    Jeremy Tamsen

    Crossed in 1998, WA 64 was chosen for its outstanding eating and storing qualities. Featuring a pink blush over a yellow background, it is slightly less hard but crisper and juicier than its Cripps Pink parent.

    “In its bite, it’s more akin to Cripps Pink than Honeycrisp,” said Kate Evans, professor and WSU apple breeder. “In consumer taste-tests, people have preferred its texture to Cripps. It’s crisper than Cripps Pink.”

    WA 64 maintains that crisp texture after months in cold storage. Like WSU’s successful WA 38 variety, also known as Cosmic Crisp®, it’s self-thinning, meaning growers don’t have to invest as much labor in thinning fruit. It also has high packout, ensuring that apples aren’t tossed for bruising or punctures before they reach the grocery store. WA 64 is harvested at about the same time as Golden Delicious, giving growers of that apple a fresh alternative.

    Kate Evans

    “The main focus of our breeding program is to provide new and improved apples that appeal to consumers and work for the Washington apple industry,” Evans said.

    The timing of harvesting should also appeal to growers, Tamsen said.

    “It makes sense for the industry to have an apple that falls within the Golden Delicious harvest window, with qualities that consumers want right now,” he said. “We think apple buyers will love it.”

    WA 64’s number comes from the fact that it’s the WSU breeding program’s 64th apple to move into the second phase of a three-phase process of selection.

    In the first phase, a single new hybrid is evaluated for fruit quality alongside as many as 15,000 other unique individuals. By the second phase, that large group has been winnowed down to about 50 different individuals, compared in groups of five trees. By the third phase, only a handful of finalists are left, compared in groups of 50 trees.

    “With more and more trees, we get more fruit to fully evaluate,” Evans said.

    Each phase takes several years to complete, so it can take decades for a new hybrid to emerge as a release candidate. The decision on how to move forward is made by a committee of growers and scientists, who weigh whether a new apple can find a useful place in the Washington fruit industry.

    Each WA 64 tree is a clone, reproduced through cuttings, with fruit-bearing budwood, or scions, grafted onto different rootstocks. Each scion is genetically identical to the original mother tree seedling.

    With specialty crop funding from the Washington State Department of Agriculture, WSU scientists have been studying how WA 64 performs on different rootstocks and orchard systems. Plantings were made in 2022 at WSU’s Roza Orchard at Prosser and the Sunrise Research Orchard near Wenatchee. Some Washington nurseries have already begun growing WA 64 budwood to support future expansion.

    “We’re starting with a small amount of budwood,” Tamsen said. “Part of what we’re looking for in a licensee is someone who can scale that up at nurseries so that commercial growers can buy trees. That supply doesn’t exist today, and it can take years to scale it up.”

    WA 64 is the fourth WSU apple to be officially released. WA 38, branded as Cosmic Crisp®, was released in 2013, reaching consumers in 2019. WA 2, a cross of Splendour and Gala, branded as Sunrise Magic®, was released in 2010. WA 5, a cross of Splendour and a variety called Co‑op 15, was released in 2009.

    WA 64’s debut likely won’t be in the same scale as Cosmic Crisp®, which was one of the largest and fastest commercial plant releases ever. Last fall, Cosmic Crisp® joined the ranks of the top ten best-selling U.S. apple varieties by sales and volume.

    Sliced WA 64 apples show the newly released variety’s yellow-pink skin and white interior.

    Tamsen expects fresh, creative ideas to flow from the new apple’s naming process, which could involve WSU community input as well as focus-group sessions. “Apples aren’t one-size-fits-all,” Evans said. “Different consumers have different preferences. Isn’t it wonderful that we can release WSU varieties that meet more of those different preferences?” — 

  • Turlock Irrigation District Comments on Serving Farmers in a Wet Year

    With the bountiful supply of much needed rain and snowpack over the winter and spring, watch this brief interview with Michelle Reimers from Turlock Irrigation District as she shares how they are utilizing it, serving and protecting their farming customers this summer with full water allocations.

    Please thank this video’s sponsor G3 Enterprises for their industry support.

  • Webinar Reveals Three Actionable Insights On How To Help Close Avocado Demand Gap

    Updated findings from a forecast study by CIRAD, the French Agricultural Research Center for International Development, point to a surplus of fresh avocados in the global market by 2030 unless action is taken to create demand. Proactive strategies through promotion similar to the model of the Hass Avocado Board (HAB) are discussed in the Avocado World Market Projection Up to 2030, Version 2.0 webinar available on-demand at HassAvocadoBoard.com/webinars beginning on August 17.

    The findings, presented by lead CIRAD researcher Eric Imbert, are an update to data first presented in 2021. As global models suggest an oversupply of avocados in the coming years, HAB invited CIRAD to present to the Hass avocado industry the latest overview through this webinar to help equip stakeholders with knowledge and solutions.

    “The global avocado supply has been growing faster than global demand over the past several years,” said Emiliano Escobedo, Executive Director of the Hass Avocado Board (HAB). “HAB is successfully doing its job of increasing consumption in the United States, but the insights from analysts at CIRAD who looked holistically at all the economic pressures around the world provide clear warning signs as well as opportunities for our industry to restore balance in the years ahead.”

    To mobilize the global avocado industry for a more sustainable future, the webinar begins with a robust overview of market developments and closes with guidance on three action steps designed to help industry leaders get ahead of the forecasted excess in supply. Increasing investment in being greener and stimulating demand growth through promotion are among the “doors to open” suggested by Imbert. HAB’s approach to market growth by developing the avocado’s nutrition story is noted as a good model to follow.

    “There are some large opportunities in the avocado market,” remarked Imbert as he spoke optimistically about the future. “But we have to build this consumption and invest in promotion.”

    HAB’s 2023 webinar series, now available on-demand to fit every schedule, continues throughout the year to support members in making better business decisions and driving category growth more effectively. Subscribe to any of HAB’s monthly newsletters at HassAvocadoBoard.com/newsletter to receive email updates as new webinars are released.

    About The Hass Avocado Board

    The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.

  • Brighter Bites Announces Upcoming Three-Part Webinar Series

    Brighter Bites, a national nonprofit that delivers fresh fruits and vegetables directly into families’ hands, announces its upcoming three-part webinar series which will provide more insight and information on the program impact with its followers, supporters, and potential friends.

    Brighter Bites’ first ever webinar series entitled, “Brighter Bites: Our Not-So-Secret Formula”, aims to educate its audience on the Brighter Bites mission, organization’s impact, the ways you can join the movement, and much more. Over the course of the three-part series, attendees will hear a word from the Brighter Bites Founder, Lisa Helfman, testimonials from partners, research and data from Co-Founder, Dr. Shreela Sharma, and stories from inside the schools from a panel of educators.

    “We’re so excited to spread the word and educate our audience about our life behind-the-scenes at Brighter Bites through our first-ever webinar series,” said Melissa McDonald, Director of Development at Brighter Bites. “We’re grateful for our team, donors, and volunteers for making this possible and to be able to share exciting announcements about our future initiatives in the communities we serve.”

    Brighter Bites: Our Not-So-Secret Formula

    • Tuesday, August 22 11:30am-12:00pm CST: Fill the Plate
    • Wednesday, August 23 11:30am-12:00pm CST: Educate
    • Thursday, August 24 11:30am-12:00pm CST: Make it Great

     

    “This webinar allows us to provide our followers, supporters, and potential new friends with insight into the impact of this program,” said Rich Dachman, CEO of Brighter Bites. “You’ll hear more about how the program operates through strong partnerships, how the formula really works in creating healthy change in families, and how the program is changing nutrition education in schools. Brighter Bites works, and we are excited to give you a closer look into the change we’re making in lives across the country.”

    To learn more about the Brighter Bites: Our Not-So-Secret Formula webinar series, see here or contactdevelopment@brighterbites.org.

    To learn more about becoming a corporate sponsor through product or financial donations contact Director of Strategy and Partnerships, Amy Priebe, at amy.priebe@brighterbites.org.

    About Brighter Bites:

    Brighter Bites is a nonprofit that creates communities of health through fresh food with the goal of changing behavior among children and their families to achieve long-term health. Brighter Bites is an evidence-based, multi-component elementary school, preschool, and summer camp program that utilizes reliable access to fruits and vegetables, nutrition education, and consistent exposure to recipes and messages that feature fresh food. Since 2012, Brighter Bites has provided over 50 million pounds of produce and millions of nutrition education materials to more than 500,000 individuals (including teachers) in Houston, Dallas, Austin, New York City, the Washington, D.C. Metropolitan area, Southwest Florida, Salinas, Los Angeles, Bakersfield, and San Antonio. To learn more about Brighter Bites visit www.brighterbites.org.

  • International Olive Symposium Coming to UC Davis

    The IX International Olive Symposium grants a golden opportunity for researchers and industry stakeholders to once again share research findings and industry development, at the University of California, Davis, September 10-14th. This is not an annual event, so take advantage of this rare occasion and visit some of the best places that California has to offer!

    This 5-day Symposium, hosted by ISHS, will include all aspects of basic and applied research, including: and will include all aspects of basic and applied research, including: breeding & genetics, crop physiology & biology, orchard design, propagation, planting systems, canopy management, soil management, crop protection, harvest, irrigation & fertilization, climate change and sustainable orchard management, precision management and new technologies, table olive & olive oil processing, quality and safety, olive oil health benefits, adulteration, by-products, marketing including, economics, certification and rural policy.  For more information and to register to attend, click HERE.

  • READ – July/August 2023 Issue

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  • How A Decade of Supporting Why Avocados Are “Extra” Is Moving Industry Forward

    As the avocado industry continues to boom in sales and pop culture, Fresh Avocados – Love One Today®, a leading science-based resource founded by the Hass Avocado Board (HAB), celebrates its 10th anniversary with news of continued big strides in elevating positive awareness for the health benefits of avocados, a proven driver for stimulating demand in the U.S. Founded in 2013, Love One Today has focused on reducing purchase barriers by telling avocado’s nutrition story, starting with the benefits of good fats amidst a challenging landscape of contradictory policy opinions. As registered dietitians are amongst the most influential health professionals when it comes to nutrition, it is especially exciting to see that in the 2023 HAB tracking study analyzing health professional’s attitudes and awareness, eighty percent (80%) of surveyed registered dietitians now recommend avocados as a source of good fat to their clients, reflecting a 25% increase since 2013.1,2

    “For ten years, Love One Today has been steadily improving public opinion and advocacy for the nutritional value of fresh avocados because the health benefits are a key purchase driver,” explained Gina Widjaja, Senior Director of Marketing and Communications, Hass Avocado Board. “The impact on demand as well as pop culture thanks to targeted programs for registered dietitians validates the approach and prompted successful campaigns focused on physicians and nurses who increasingly want to be more confident advising patients about nutrition. We are driven to keep supporting the industry by moving the conversation from avocados being a fad, party food to an invaluable investment in good health.”

    Love One Today works in partnership with the Avocado Nutrition Center, HAB’s research resource dedicated to discovering and validating the role of fresh avocados in improving human health without bias.

    “This year also marks the 10th anniversary of the first publication supported by theAvocado Nutrition Center,” commented Dr. Nikki Ford, Senior Director of Nutrition, Hass Avocado Board. “After a decade of learning and nearly 50 peer-reviewed publications, passion still runs high to add to the growing body of evidence supporting avocado’s benefits on heart health, weight management, diabetes and healthy living across the lifespan.”

    Love One Today is increasingly recognized as a leading source of the healthiest reasons and tastiest ways to enjoy avocados. The resource provides a robust pipeline of free recipes, educational handouts, and easy-to-follow meal plans on LoveOneToday.com to help health professionals break down the science and further inspire their clients to enjoy avocado’s goodness every day.

    The Love One Today nutrition marketing program and research supported by the Avocado Nutrition Center are key to driving public trust in how Hass avocados are healthy for people, a core tenet of HAB’s 5 Year Objectives. The opportunity for the future of the industry grows as the science-based relationship between avocados and priority health pillars is better understood and promoted.

    About The Hass Avocado Board 

    The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.

    1. Avocado Health Professional Tracking Study 2023, Cooper Roberts Research
    2. Health Professional Tracker Study 2013, WebMD and foodminds
  • Congressman Valadao Introduces Package of Bipartisan Bills to Support Specialty Crop Producers

    Today, Congressman David G. Valadao (CA-22) introduced two bipartisan bills to improve the domestic specialty crop industry – the Specialty Crop Domestic Market Promotion Program Act and the Specialty Crop Mechanization Assistance Act. Specialty crops are a cornerstone of California agriculture – the state produces the most specialty crops in the country both in quantity and diversity, with over 400 different commodities produced in the state per year.

    “Our specialty crop producers in California have faced many challenges over the last few years. From supply chain backlogs at our ports, rising input costs, labor shortages, and drought – farmers have continued growing our nation’s food despite these obstacles,” said Congressman Valadao. “Specialty crop producers face unique challenges, and we need to ensure they are better equipped to handle them. These bills make technology and resources available to our specialty crop producers so they can access new markets and remain competitive.”

    “American farmers produce some of the best quality and nutritious food in the world. Our fresh fruit and vegetable industries are critical to our food security and rural economies,” said Congressman LaMalfa. “I’m pleased to join my colleagues in cosponsoring these important pieces of legislation for our specialty crop producers and California agriculture.”

    “California produces over half of the nation’s fresh produce. But supply chain disruptions, COVID-19, and the drought have made it more difficult for specialty crop producers to put food on America’s dinner table,” said Congressman Costa. “I’m proud to support these pieces of legislation to equip producers with the tools they need to access new markets and safeguard our food supply chain.”

    “CFFA is proud to have worked with the California Table Grape Commission to co-lead this effort to expand the promotion of the U.S. specialty crop industry domestically. Many healthy specialty crops are grown in the U.S. and should be enjoyed by all Americans. The Specialty Crop Domestic Market Promotion and Development Program Act of 2023 will enhance the opportunity of American growers, including CFFA members, to better market their produce to U.S. consumers. CFFA thanks Congressman Valadao and Congressman Costa for their bipartisan partnership to support American farmers and consumers,” said President of the California Fresh Fruit Association Ian Lemay.

    California Fresh Fruit Association President Ian LeMay (Photo by Matthew Malcolm)

    “CFFA is proud to have worked with the California Table Grape Commission to co-lead this collaborative effort to help equip farmers with the tools and technologies they need to thrive in a rapidly changing world. I would like to thank Congressman Valadao and Congressman Costa for their partnership to support the needs of American agriculture. This bill will not only support farmers, but also their employees, to ensure that America continues to a global leader in agricultural production,” said President of the California Fresh Fruit Association Ian Lemay.

    The Specialty Crop Domestic Market Promotion Program Act would create a program that helps specialty crop producers market their products to access American markets. It replicates the popular Market Access Program (MAP) through USDA’s Agriculture Marketing Service (AMS) specifically for specialty crop producers to break into niche domestic markets. Rep. Valadao was joined in introduction of the bill by Reps. Darren Soto (FL-09), Jim Costa (CA-21), and Doug LaMalfa (CA-01).

    Read the full text of the bill here.

    The Specialty Crop Mechanization Assistance Act makes it easier for specialty crop producers to remain competitive in the face of labor shortages by making expensive automation technology more accessible to producers. This bill aims to create a reimbursement-based cost-share program which would permit growers and processors to invest more in these time and money-saving technologies. Rep. Valadao was joined in introduction of the bill by Reps. Jim Costa (CA-21), Jimmy Panetta (CA-19), and Dough LaMalfa (CA-01).

    Read the full text of the bill here.