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the activities of the New York Apple
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with this logo
specifically highlight
how your AMO dollars
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Inside:
How to
connect with
consumers
Page 11
Official Newspaper of the New York Apple Association
In this Issue
Paul Baker gives update on status of farmorker bill.
...................................... Page 4
7645 Main Street
PO Box 350
Fishers New York 14453-0350
Volume 3, Issue 1
June 2014
New voices
• Five elected,
one re-elected
to NYAA Board
By Molly Golden
molly@nyapplecountry.com
T
his year we had three vacancies
Grower Joseph Porpiglia rememin District 5 to replace outgoing
bered.
New York Apple Association
...................................... Page 6 Directors Brian Nicholson and Doug
Series on history of apple marketing in New York debuts.
...................................... Page 8
New Cornell study outlines negative impact on families from GMO
labeling laws.
...................................... Page 9
DeBadts, who are finishing their
second term, and also Colonel Phil
Wagner who has
stepped
down
INSIDE:
from the Board
Jim Allen
and is relocating
back to Adams
extends a
County,
Pa.,
welcome.
upon the sale of
his business.
Page 3 District 4 saw
one vacancy with
Director Peter Fleckenstein finishing
his second term. Chairman Michael
Boylan is finishing his second term out
of District 3.
We want to extend our thanks to all
outgoing Director’s for their hard work
and commitment to the Board, and
wish them a bountiful crop and all the
best.
We are pleased to announce the
results of our 2014 Board of Directors
elections:
Joining the New York Apple Association Board of Directors this spring are, clockwise from
top left, Sarah Dressel, Richard Endres, Todd Furber, Abram Peters and Jack Torrice.
Kevin Bittner, below left, was re-elected to another term on the board.
District 5
Richard Endres has been in fruit
farming since 1981.
Endres farms 80 acres of apples, with
85 percent into the fresh wholesale
market and 15 percent all other
processed. Over the past 20 years, he
made a conversion from 100 percent
processed to close to 100 percent fresh
fruit.
Endres was raised on a hay and cattle
See Directors, Page 13
N.Y. industry
promotes healthy
habits, Five Boro
Bike Tour
New York Apple Association
USApple launches PR initiative.
...................................... Page 9
Cornell’s Susan Brown, Terence
Robinson recognized.
.................................... Page 10
NYAA advcoates for passage of
New York hard cider bill.
.................................... Page 12
NYAA Dietician Linda Quinn reCUTLINE: Sam Slaton, Bike New York
tires from state position.
Energetic volunteers are ready to hand out New York state apples at the Five Boro Big
.................................... Page 14 Tour. The apples were donated by event sponsor New York Apple Association.
FISHERS – Apples are a healthy
food. Biking is a healthy habit. So this
match was made in heaven – or at least
on the bike path.
New York apple growers helped
sponsor Sunday’s sold-out Five Boro
Bike Tour, organized by the nonprofit
group Bike New York. The 32,000
participating cyclists biked through all
five New York City boroughs on trafficfree streets, munching on New York
apples and learning about the health
See Bike, Page 13
Page 2
Core Report® June 2014
Retail Review
News from the retail marketing industry
Harris Teeter
to focus on price
Supermarket News
Harris Teeter is touting its new
lower-price positioning with radio and
TV ads in the Charlotte market, and
will likely expand that effort to other
markets as well, a Kroger executive said
at an investor conference this week.
As previously reported, Kroger
Co., Cincinnati, lowered prices at
its recently acquired Harris Teeter
division, flagged with signage in the
aisles.
“They typically have not done a lot
of radio or TV, but they were on radio
and on TV today shouting the lower
prices, and you should probably expect
to see that in other markets where
they operate as well,” said J. Michael
Schlotman, Kroger SVP and CFO,
in a presentation at the J.P. Morgan
Consumer & Retail Conference in
London.
He said Kroger’s research found that
Harris Teeter’s pricing at the time of
the merger actually had been “a little
worse than the customer’s perception
of the pricing.”
The more affluent shoppers in the
market apparently didn’t consider
price that important when determining
where to shop, he said.
Schlotman noted that Kroger was
able to achieve some cost savings
to invest in lower prices through
synergies such as self-distribution of
pharmaceuticals. Previously, Harris
Teeter had used a third party for
pharmaceutical distribution.
Other matters Schlotman addressed
at the conference:
• Harris Teeter’s Express Lane clickand-collect service is primarily used
to supplement in-store shopping, not
replace it. “That customer doesn’t
abandon in-store shopping. They do
this for certain trips or certain life
events,” such as when a family has a
baby, he explained. “As the baby gets a
little older they do it a little less. If they
have another baby, they go back into it
in a big way.”
• The redemption rate for digital
coupons through Kroger’s recently
acquired
YOU
Technology
is
“dramatically higher than freestanding
inserts when people clip coupons,”
Schlotman said, without revealing
specifics. He also said the number of
people who download coupons and
then shop in a store within 36 hours “is
phenomenal.”
• Asked about reallocating space
in the stores to reduce shelf space for
categories that are being supplanted,
such as traditional yogurt, Schlotman
said most Kroger stores are probably
under-allotted in terms of shelf space
for yogurt.
“They just don’t have enough space
for the explosion in that category
overall in the different varieties of
yogurt,” he said, noting that in some
stores the company has removed
orange juice from the dairy section to
make room.
• Asked if there was an area at which
Kroger could improve, Schlotman cited
store conditions, noting the company
isn’t always good at getting stores back
into prime shape after a busy holiday
sale or other event.
Ahold rolls out
improvements
Supermarket News
Ahold said in May it plans to invest
more heavily in the quality and
merchandising of its fresh assortment,
in employee training and in targeted
price reductions in all of its U.S.
divisions.
Executives
at
the
Zaandam,
Netherlands-based company explained
the program in releasing first-quarter
results, which showed margins eroding
amid competitive and inflationary
pressures.
The new program being rolled out
in the United States was piloted in
the second half of 2013, “resulting in
encouraging volume uplifts,” Ahold
said in a statement. By the end of the
first quarter, the program was active in
190 stores.
“We are accelerating our plans for
further rollout, increasing the intensity
of the program in New England
specifically,” Dick Boer, Ahold CEO,
said in a conference call with analysts.
Ahold operates the Stop & Shop
banner in the New England and New
York metro markets, as well as the Giant
of Carlisle, Pa., and Giant of Landover,
Md., divisions. By the end of 2014,
Ahold said it expects the program to be
implemented in more than 50 percent
of its store base, largely funded by the
expected $250 million “simplicity”
program of cost savings in U.S.
Underlying operating income in the
U.S. was down 4.9 percent at constant
exchange rates, to $227 million.
Underlying operating margin of 3.9
percent was 0.2 percent lower than
the first quarter of a year ago, which
the company attributed in part to its
decision to absorb the “considerable”
cost inflation in the meat and produce
categories.
As previously reported, sales in the
U.S. were down 0.3 percent at constant
exchange rates, to $5.86 billion.
Idenitcal-store sales growth was up
0.1 percent, which the company said
included the positive impact of the
slower, post-Easter week falling in the
second quarter this year.
“The market was characterized
by a continued focus on value and
volumes remained under pressure,”
the company said in a statement. “Our
market share was down slightly, mainly
driven by competitive pressures in New
England.”
Ahold said its online Peapod
operation, based in Chicago and
providing online ordering and delivery
for all of the U.S. banners, had doubledigit sales growth in the quarter. It
opened 47 new pick-up points for
its fast-growing “click-and-collect”
service, bringing the total to 167.
Overall Ahold posted a sharp decline
in net income relative to a year ago,
primarily due to a one-time gain in of
about $2.38 billion from the sale of its
ICA joint venture in the first quarter of
2013, and a $240 million settlement
of class-action litigation related to its
former U.S. Foodservice division in the
first quarter of this year.
Wegmans rolls out
new features
Andnowuknow.com
PITTSFORD — Wegmans stores
have often been likened to massive
food emporiums with their fresh
forward presentations and dedication
to differentiating their product lineup.
As the company expands its reach,
many of Wegmans’ East Coast
locations continue to catch the eye of
the consumer and entice the palate of
the produce industry, including one in
New York.
The Pittsford location, first opened
in 1997, replaced a previous store that
was established in 1965 and remains
a stronghold for much of Wegmans’
research and development. From trying
out new products to expanding on
larger scale programs, this location has
often been referred to as the company’s
flagship store by those consumers and
industry peers who have graced its
walls.
The 134,000 square-foot store
houses some key features that include
a fully stocked produce department,
Market Café, Kosher Deli, Nature’s
Marketplace, Sub Shop and Patisserie.
In addition, Pittsford Wegmans is
trying out a new idea to make grocery
shopping convenient for its customers
with online grocery ordering using
an app which allows consumers to
shop more conveniently and pick up
groceries a few hours later, according
to Rochester TWC News.
Wegmans Spokeswoman Jo Natale
says this is a pilot program that is
currently only in use at the Pittsford
location and that by using this app
or the website, customers can view a
catalogue of about 47 thousand items
to put in their virtual shopping cart for
purchase.
June 2014
Core Report® Core Report® is published
monthly by the New York
Apple Association
as a member service.
New York Apple
Association staff: Front
row, from left — Ellen
Mykins, Molly Golden.
Back row — Jim Allen,
Cathy Jadus, Joan Willis.
New York Apple Assn.
Contact
7645 Main St., Fishers, NY 14453-0350
Phone: (585) 924-2171, Fax: (585) 924-1629
www.nyapplecountry.com
Staff
James Allen, President, jimallen@nyapplecountry.com
Molly Golden, Director of Marketing, molly@nyapplecountry.com
Joan Willis, Executive & Communications Assistant
Cathy Jadus, Administrative & Retail Assistant
Ellen A. Mykins, Accounting Dept.
John McAleavey, Northeast Account Manager
Linda Quinn, Nutrition Spokeswoman
Julia Stewart, Public Relations Director
and NYAA spokesperson, julia@nyapplecountry.com
Board of Directors
Will Gunnison, Vice Chairman, District 1, Crown Point,
(518) 597-3363, gunnisonorchards@yahoo.com
Jay Toohill, District 1, Chazy, 518-846-7171,
chazyorchards@westelcom.com
Kenneth A. Migliorelli, District 2, Tivoli, (845) 757-3276,
ken@migliorelli.com
David Jones, District 2, Germantown, 518-537-6500,
gwsaulpaugh@valstar.net
Kurt Borchert, District 3, Marlboro, 845-236-7239,
borchertkurt@gmail.com
Michael Boylan, Chairman, District 3, Gardiner,
(845) 255-5300, boylanmichael845@gmail.com
Joseph Porpiglia III, District 3, Marlboro,
(845) 236-4400, joseph.porpigliafarms@gmail.com
Peter Fleckenstein, Secretary/Treasurer, District 4,
Lafayette, (315) 677-5105, peterfleck@verizon.net
Douglas DeBadts, Jr., District 5, Sodus
(315) 483-9396, appledjr@yahoo.com
Chris Hance, District 5, Pultneyville, (315) 589-4212,
chance1@rochester.rr.com
Brian Nicholson, District 5, Geneva,
(315) 781-2749, bnich@redjacketorchards.com
Kevin Bittner, District 6, Barker, 716-778-7330,
bittner82@netzero.com
Kaari Stannard, District 6, Medina, 518-477-7200,
kaari@newyorkapplesales.com
Jason Woodworth, District 6, Waterport,
585-682-4749, jwoodworth.lff@gmail.com
Page 3
President’s Message
Welcome,
new Directors
By Jim Allen
jimallen@nyapplecountry.com
Your Association is governed by
representatives that you elect and
this year, as we have reported, we
are welcoming a larger than usual
incoming class.
In the U.S. House of Representatives
they refer to newbies as freshmen,
and in the Senate they are labeled
Junior Senators. In New York we will
just call them NYAA Directors. We
have included their information and
background in this edition of Core
Report® for your reading pleasure.
As your president, I am excited to have
some new blood and some old blood
(referencing a returnee to the board, not
referencing age) on the board. Of course
the old blood is Jack Torrice, who is
returning to the board after serving two
terms close to a decade ago. Joining
Jack will be two seasoned growers from
the Williamson/Sodus area, Richard
Endres and Todd Furber. As you read in
this Core Report®, they both have years
of apple growing experience.
Now for some new blood, and that
would be Sarah Dressel from New Paltz
and Abram Peters from Williamson.
Both Sarah and Abram come from a
long line of apple growers, and have
grown up in the business.
And finally Kevin Bittner, from Burt
will serve a second term. I welcome
our new directors, and look forward to
working with them.
New blood brings new ideas and in
today’s markets usually what’s new is
what’s hot. Growing and marketing
apples for over twenty years also bring
the experience and the knowledge to
the table, which is always so valuable.
Our sitting board has been exceptional,
and
their
leadership will
continue
to
show through
and continue to
help guide your
Association.
A
little
of
the old and
a little of the
young, some
new
blood
Jim Allen
and
some
experienced
blood, all working together for the good
of the industry.
With the new obviously means saying
good bye to the exiting directors.
On behalf of the staff, I want to
thank Brian, Mike, Doug, and Peter
for six years and Col. Phil for his short
but meaningful term, for their great
leadership and direction.
You have all served your districts
and your industry with dedication
and passion. Your decisions and your
positions have made a difference.
Special thanks to our two departing
Chairmen, Mike and Brian, who have
been most supportive and cooperative
with the staff with their guidance and
direction.
And finally, we wish the best of luck
to Col. Phil Wagner as he picks up his
stakes and moves back to Pennsylvania.
Phil, although only on the board a short
period of time, contributed and was a
valuable asset. Prior to the NYAA board
he was very active in a leadership
role for the Wayne County
Farm Bureau. Good
Luck Phil!
Jim
Branching Out
Coupons, demos help
extend marketing year
By Molly Golden
molly@nyapplecountry.com
This retail season has been a busy
one, with traditional programs run
with retailers as well as new and
innovative ones.
We typically are winding down the
season at this point, wrapping up any
outstanding activity; but this year we
are continuing the push with retailers
well into the summer. We have another
round of customer loyalty card kiosk
couponing running and in-store
features to help boost sales of New
York apples.
The redemption rates on these
programs are outstanding and because
we are able to measure the program’s
performance we know that our efforts
are helping sell more apples.
In-store demo programs featuring
New York apple products are
continuing on the East and West Coasts,
as well as the Midwest. Customers are
excited to try New York apples; and
we are pleased
to be able to
offer them a
high-quality
delicious
product.
I have been
busy coming
up with and
experimenting
with
some
creative New
York
apple
Molly Golden
recipes
for
demos that are
easy to prepare and that will entice the
customers to grab a bag. The response
has been terrific and we are
excited to run them next
season.
y
l
l
o
M
Page 4
Core Report® June 2014
The Hort Report
News from the New York State Horticultural Society
Inaction in Washington, Albany
Paul Baker
NYS Horticultural Society
In this report I will tell you that very
little has been done new that I have not
already reported to you.
So if you are busy I suppose you need
not read any further.
The plans have been set in motion
to utilize the $500,000 from the
NYS legislature to assist our research
programs. I continue to monitor with
patience, I suppose, to see what if
anything will develop in Washington,
D.C., worthy of reporting back to you. In
Albany, I feel there is a nervous awareness
that something very “big” could happen
but no one seems to want to provoke the
sleeping giant. Most are simply anxious
to see the 2014 version of this legislative
year come to a silent close.
I think here we are aided by many
outside factors that keep the overtime
bill for 2014 dormant. I fear it may
sleep this year but it reminds me of
the famous Fram commercial when it
stated “you can
pay me now or
pay me later.”
Right now I think
we will await that
cost for another
year.
So what is on
my mind or rather
the mind of the
Baker
NYS Horticulture
Society
this
year at petal fall here in New York? I
think we can compare where we are
to the challenges faced by our society
with the pending demands placed
upon our society after WWII with the
sudden birth explosion. Thus the “baby
boomers.” Back in the late ’50s we all
knew that we would need to create
a new social structure to handle this
sudden rise in population.
I think we can draw a comparison
today to where we sit with the increase
in domestic production we all know
is on our doorsteps from Maine to
Washington State. New planting
systems have allowed us to hold
constant our acreage yet virtually
double our production.
My question is while from a
cultivation
perspective
this
is
remarkable. Yet are we ready to handle
this sudden rise in production? Do we
trust that our traditional marketing
channels can double the domestic per
capita consumption of apples to match
this new production lurking ready to
hit our markets?
As a producer you will be challenged
to make many decisions that will not be
easy. You may be asked to remove high
yielding yet “unmarketable” varieties
to make room for the ones today’s
consumer wants.
Two years ago we experienced a very
short crop here in the East. Our shelf
space was replaced with apples from the
West in many instances. Our consumers
did not go away from apples but they
were introduced to new varieties that
today are not seen as “new” but desired.
Fuji and Gala are no longer strangers
on our Eastern shelves.
Yes, we can produce more of these but it
will require varietal shifts in our orchards.
I doubt that the average consumer
will simply double her purchases to
accommodate our traditional favorites
plus the newer selections.
As we approach this season each of
you needs to establish a very open and
honest dialogue with your marketing
channels. The stage is changing and
you do not want to be caught surprised
in October as to the fact that there is
no longer a home for those annual
favorites. In many cases unless we
renew our efforts to export we will be
faced with an oversupply of apples that
hold decreasing market value. The laws
of supply and demand are time proven
so everyone needs to take notice.
Information will be your key to
survival. Tradition is today much
shorter than ever before. We will make
money in apples but it will require some
honest and at times difficult decisions
on your part. Reach out to learn all you
can about the markets and try not to be
taken by surprise come this fall.
Farm Worker Act
appears stalled
Labor
matters
By Paul Baker
Agricultural Affiliates
ALBANY — By the time most of you
will be reading this it will be old news.
As I write this report today there is
little evidence that the Senate wishes
to take up the controversial topic of the
Farm Worker Protection Act. Feelings
on this topic run similar to those on
the immigration reforms issues in
Washington, DC. Most legislators have
a set opinion on the topic. Yet both see
this as a political lightning rod which
in this political climate most legislators
do not wish to contend with.
Unless some very volatile event
happens which we cannot manage
from a public relations aspect, I doubt
this bill will ever get to a floor vote.
Currently there is no clear version that
has been set upon. Historically the
legislative year will end in late June.
This is not to say that it will or has to.
The industry has been having some
collective meetings to see if we might
some common language that we all
could embrace. The meetings are
excellent and have revealed how wide
an opinion exists within agriculture as
to the best way to address this issue.
For now it is good that we are not
forced to come out with an agenda. I
encourage these meetings and hope
that in the end wisdom will prevail.
I think that there is clear evidence
that Albany (Gov. Andrew Cuomo) sees
agriculture as one of the bright spots in
News from Ag Affiliates
his upstate economy. Clear evidence
can be seen of new investments in
storage and planting systems. We
see evidence of the willingness of the
legislature to foster this economic
growth with such new financial support
such as seen for apple research.
This reality makes it difficult for
Albany to right now wish to engage in
any action such as this bill that could
cause this economic spurt to contract.
As they say, if you want to know why
something happens follow the money.
Washington, D.C.
This is amazing to me that we can
continue to function on such a high
level when the government of this
nation continues to perform at a level
so low.
Immigration reform will not move
in Washington until we see both the
House and the Senate controlled by
one party. The House currently is so
heavily populated by Republicans that
See Baker, Page 12
June 2014
Core Report® Page 5
Opinion
Will we see ag-labor supply solutions In’14?
Frank Gasperini
National Council of Ag Employers
All across the country growers of
apples and other crops that require
human labor to produce, pack, and
manage have seen an average of 20 to
50 percent labor shortages in recent
years.
New York apple growers report
similar trends, and the problem seems
to grow each year. The elephant in the
room every time a grower discusses
expansion,
succession,
planting,
modernization, or other long-term
business issues is whether Congress
will act to mitigate the labor problem
or, if they do not, how we can depend
on being able to harvest, pack, and ship
what we do produce.
The futures our industry, our farms,
and our families are all on-hold to
some extent waiting to see what will
happen. It is not a comfortable or
sustainable place to be as an industry,
an individual, or a family.
Although we can still not make
safe prediction of what will play out
legislatively, there is still time to
fix immigration in 2014. We know
that while Congress could still fix
immigration, or at least address our
short and longer term agricultural
labor needs this year, if they fail to
take positive action before the August
recess, we are probably doomed to face
continually growing labor shortages
for at least the next 5 or more years. We
know the House leadership says they
intend to take action this year.
What we cannot predict is whether
there is real intent?
Last week, Senate Majority Leader
Harry Reid, D-Nev., suggested passing
immigration reform now, before the
Gasperini
August recess,
but
making
the
effective
date 2017 to
take the “we
can’t trust this
President”
issue off the
table. Senators
telling House
members how
to do things
never seems
to work, it is
unlikely
to
work this time either.
We do, however, still see real
potential for the House to move
something, anything, that could be
used as a vehicle to go to conference
with the Senate. Conventional wisdom,
which seems to mean little the past
several years, would cause us to think
that the completion of most of the
key Republican primaries on May 20,
along with the fact that the Republican
establishment candidates generally
did well, and widespread political
prognostications that believe the
Republicans will retake the U.S. Senate
in November all lean toward the House
getting something done and the Senate
being willing to negotiating some
acceptable middle ground.
Based on the predictability of the
Farm Bill earlier this year, we will not
be betting the farm or anything more
valuable than, let’s say, a cup of coffee
on the outcome. We must all continue
to prepare optimistically for positive
legislation to pass before the August
recess while at the same time working
with our associations and coalitions to
prepare how we will address failure of
our Congress and the probable drastic
United Fresh names Produce
Manager Award winners
WASHINGTON, D.C. — Marking its
10th year of recognizing exceptional
retail produce managers, United Fresh
has announced the honorees of its
2014 Retail Produce Manager Awards
Program.
The group of 35 produce managers
represents 32 different supermarket
banners,
commissaries
and
independent retail stores in 20 states.
They will be the honored guests at the
United Fresh 2014 convention and
trade show, June 10-13 in Chicago.
Sponsored since its inception
by Ready Pac Foods, the program
pays special recognition to produce
mangers working every day to increase
sales and consumption of fresh fruits
and vegetables. In the past 10 years
of the program, more than 230 retail
managers, representing more than 80
retail banners, have been honored for
their contributions to fresh produce
merchandising. In its 10-year history,
the program has received nearly 2,000
nominations.
“Connecting with consumers in the
produce department is critical for the
fresh produce industry, and we are so
appreciative to Ready Pac for its longtime sponsorship of this program,”
said United Fresh CEO Tom Stenzel.
“As a way to recognize Ready Pac’s
10th anniversary of commitment to
this program, we are honoring an
additional 10 winners beyond our
traditional group.”
The 2014 Retail Produce Manager
Award Winners include:
Mike Bawol, Tops Markets, Grand
Island, NY
Sal Gentile, A&P, Yorktown, NY
“Produce managers across this
country make a valuable contribution
to the success of our industry,” said
Tony Sarsam, CEO of Ready Pac
Foods. “These men and women work
hard to make sure the produce looks
the best on the front lines of retail
produce merchandising by engaging
and educating their consumers. Ready
Pac is very proud to have sponsored the
United Fresh Retail Manager Awards
Program for the past 10 years to honor
these ambassadors for our industry.”
The winners were selected from
hundreds of nominations submitted by
retailers and produce suppliers across
the industry.
Nominations were evaluated on a
number of criteria, including efforts to
increase produce consumption through
excellence in merchandising, special
displays and promotions, community
service and commitment to customer
satisfaction.
increase in administration/regulatory
activity.
If Congress fails to act in time for
2014 legislation, then we are back to the
drawing board in 2015. A Republican
Senate would be most unlikely to pass
a new immigration bill that would be
signed by the President, in fact many
have said that those Republicans who
worked on the 2014 Senate bill would
be unlikely to participate in 2015
because of the potential impact on their
2016 Presidential aspirations. We have
always been told immigration reform is
probably not a first-term agenda item
for a President so if we end 2014 with
zero legislation to help us we will likely
have to wait several more years.
So, while we need every one of
you to continue pressure on your
congressional delegations and continue
to support your association’s efforts to
get legislative relief, every one of you
must look at ways to make the most of
the labor that is available to you, and
to remain attractive employers so that
they prefer to return to your farm year
after year.
Many of you have probably had the
same reaction I have to the articles
suggesting that American fruit and
vegetable producers will just have to
mechanize, like grain farmers have.
Perhaps you have had tried to visualize
what an apple combine might look like
too. While mechanization to the degree
we have achieved in corn, soybeans,
and other crops is far into the future
if ever, there are many labor reducing
efficiencies that can be put into place in
even the best run operations.
I have heard it said that most
growers of any size could reduce or
eliminate the workload of at least one
or two workers through well planned
improvements and efficiencies in the
current workplace. That should be
done immediately.
Other improvements could result in
newer equipment, picking platforms,
tree selection/orchard design, and
more automated packing houses.
It could be that the old concept of
cooperatives might allow the most
automated and efficient packing lines
to be affordably available to ever midsize and smaller growers and free-up
significant numbers of workers for the
field.
All these short and mid-term steps
will help but are not the longer term
solution to a dwindling supply of legal
workers. Longer term we must have
national policies put in place through
legislation that will keep our current
seasonal agriculture workers here with
proper status to legally work for us,
and, a guest-worker program that can
sustainably supply the workers we need
for many years. Many of you have been
working with several organizations to
make this long-term fix happen. We are
all still working and continue to hope
for the possibility of action this year.
Even if immigration reform that
serves agriculture is passed in 2014, it
will not resolve our current shortage
issues for 3 to 5 more years as the new
program’s regulations are written,
approved, and put fully into place. So for
at least the next several years, possibly
longer if reform does not pass this year,
we will have to fill our non-domestic
labor needs with workers from the only
legal guest worker program available
to agriculture, H-2A. Use of the H-2A
program is growing again this despite
the problems and difficulties using
it. If you think you are going to want
to use H-2A in 2015 then now is the
time to be talking with a reputable and
competent agent to help you prepare.
If H-2A is in your future you will have
to do some preparation that may take
months rather than weeks and now is
the time to start.
Until next Month,
Frank
Page 6
Core Report® June 2014
Farm to School and geographic
preference explained
Editor’s note: This article appeared
in the Summer 2014 NY School
Nutrition Association’s publication
“Focus.” The information directed
in the article is intended for school
nutrition associates; but gives you,
the grower, information on the
procurement process within school
foodservice and how you can supply
fruit to your local school.
By James Liebow
Brockport Central School District
I recently attended a USDA Training
that addressed the topic of proper
procurement practices for Farm to
School and the proper way to utilize
geographic preference in your bids.
What process are you using to bid
out your Farm to School products? Are
you following the process to write your
specifications for your local products
so that fair and open competition is
happening?
Just like the other bids you utilize in
your program for food, dairy, bread,
paper, etc., it is a requirement that
your Farm to School items should
also follow either an Informal or
Formal Bid Process. Most Farm to
School purchases fall under the small
purchase threshold and can utilize the
Informal Bid Process.
Start by writing your specifications
for that desired product such as apples.
Do you want green apples or red
apples? Do you want US Fancy, No.
1 or will No. 2 quality be acceptable?
What size or how many per case do
you desire? How many cases and how
often do you want a delivery? Also, how
many drop sites do you need?
These specifications then can be
discussed by phone, e-mail or regular
mail with your local growers to see if
they can meet these requirements.
It is important to document these
calls or responses in order to assess
if the vendor is both responsive and
responsible. Even though your desire
is to buy from a local grower for apples,
it is not acceptable to make “local” a
requirement and must be worded as it
is your “preference.”
USDA recommends at least three
bids should be obtained for each item
so it is acceptable to call just three
local growers who can satisfy your
requirements. Geographic preference
was created as a tool to use to help
school districts be able to buy more
local foods.
Remember that it is not to be used to
restrict competition so only one grower
would win the bid. One example to
find local growers is to attend a Farm
Market that has multiple apple growers
and get the job done right there. Talk
to those growers and see if they can
meet your requirements and discuss
what their delivered price would be.
Take notes as this is the
documentation that is required. It
doesn’t have to be a perfectly created
spreadsheet and can be handwritten.
Just make sure to keep all of this
information in a folder.
During this training, it was also
discussed
that
your
upcoming
Administrative Review will eventually
have a section that addresses all
procurement practices in your district,
not just Farm to School. Many districts
already use a Formal Bid Process as
they may collectively buy through a coop or BOCES procurement contract.
The details of this part of the review is
still being developed and is planned to
be part of the ’14-’15 school year review.
It sounds complicated but it doesn’t
have to be.
USDA FNS will be releasing a guide
in the near future that will be a great
reference tool for those Farm to School
champions across the state. Once
this guide is released, the link will be
published in a future Focus edition.
Until then, stay vocal and eat local.
James Liebow is the food service
director for the Brockport Central
School District. He can be reached by
phone at 585-637-1846 or by e-mail at
james.liebow@bcs1.org.
Remembering Joseph Porpiglia
Joseph P. Porpiglia, age 83, of Milton
died Saturday, May 24
Mr. Porpiglia was born on March 25,
1931 in Milton. He is the son of the late
Domenic and the late Madelena (Puleo)
Porpiglia. In 1951 he married Madeline
LaRegina with whom he spent 63
years as a loving husband, father,
grandfather, and great grandfather.
Joseph was involved in the fruit
industry his entire life. His passion
for fruit farming began while growing
up on his father’s farm. He was a sales
manager for FMC Corporation for close
to 20 years. Upon retiring from FMC in
1986 he was then able to focus his full
attention on two things he loved: family
and farming. He worked with his sons
Anthony and Joseph Jr. on their farm,
Porpiglia Farms in Marlboro.
He was a passionate fruit grower
that loved to get out on the farm and
stay involved in any way he could,
whether it be spraying in the summer
or trimming in the winter.
Known
as
“Pops”
by
his
grandchildren, his love for farming and
work ethic has been passed down to his
sons and grandsons Joseph III, Jesse,
Anthony Jr, and Domenic who all work
on the farm. He will live on through the
many great memories both on the farm
and at home.
He is survived by his wife, Madeline
Porpiglia at home; his sons: Peter
John Porpiglia and his wife, Trudy
of Newport Beach, Calif., Anthony
Joseph Porpiglia and his wife, Rosalee
of Marlboro, Joseph Peter Porpiglia,
Jr. and his wife, Vicki of Marlboro; one
sister, Fanny Amodeo of Marlboro;
eight grandchildren: Sherida and her
husband Luke Sessa, Crista, Arlette,
Joseph III, Nicholas, Anthony, Jesse
and Domenic and one great grandson,
Anthony Luke and several nieces and
nephews.
In lieu of flowers, the family
requests donations be sent to Cornell
University’s “Hudson Valley Lab” for
fruit research.
Editor’s Note: Joseph P. Porpiglia
is the grandfather of NYAA Director
Joseph Porpiglia III.
Cider contest continues
The latest New York Apple
Association Cider Sweepstakes $100 winners were:
Brandy Colebrook of Syracuse, Paula Munro of West
Seneca, Jean Miller of
Churchville, Chet Greszczuk of Elmhurst and Melissa
Kupper of Pembroke Pines,
Fla. Any U.S. residents, 18
or over, can enter by visiting
nyapplesweepstakes.com/
cider.
Joseph P. Porpiglia, right, with his son Joseph Jr. and grandson Joseph III.
In Memoriam
Jeffrey T. Clark
Editor’s Note: Jeffrey T. Clark is
the father of former New York Farm
Bureau Director of Public Policy Julie
Suarez.
SARATOGA SPRINGS, N.Y. —
Jeffrey T. Clark peacefully passed away
on May 22.
He and his wife Laura enjoyed 44
years of adventure together, including
service and life in faraway places like
Germany, the Marshall Islands and
Georgia. With three children and three
grandchildren, he will be sorely missed
by those he left behind.
A warrior all of his life, he served
his country for 22 years in the United
States Army, serving first in the Big
Red One in Vietnam, and then in the
First Military Intelligence Battalion in
Germany.
His daughters will remember
polishing his service boots, water
skiing around Kwajalein Island in
the Pacific and showing Bagheera the
bunny at the Saratoga County Fair. His
wife will remember traveling across
country while first married, visiting
art museums in Europe and going on
various trail running, snow shoeing
and kayaking expeditions in the
Saratoga area.
He was exceptionally community
service oriented, serving as a Judge
for the Town of Northumberland,
helping St. Peter’s Parish and the
Special Olympics and perhaps his
proudest achievement was serving as
the President of the Saratoga Springs
Downtown Business Association.
While his time was far too short,
he leaves behind a rich legacy of
family, friends and colleagues who are
enriched by his life. He has left behind
his much loved wife, Laura and three
children; Julie Suarez, Jill Woolley
and Jacky Gilchrist. He was blessed
with three sons-in-law, Darren Suarez,
Robert Woolley and Grady Gilchrist,
along with three grandchildren Elena
and Emilia Suarez and Bryce Arlene
Woolley. He leaves behind Walter J.
Clark, his father from Cobleskill and
brothers John and Robert Clark and
his sister Mary Swartz.
Memorials may be made in Jeff’s
name to the Wounded Warrior
Project, PO Box 758517, Topeka, KS
66675 to honor his memory. Online
remembrances may be made at
burkefuneralhome.com.
Page 8
Core Report® June 2014
Apples, apples; try them, buy them
Editor’s Note: This month, Core Report® runs the
first of a four-part series reprinted from the 2013
Annual Yearbook of the Dutchess County Historical
Society. If you would like more information about
the society or the Hart-Hubbard collection, e-mail
Melodye Moore at mmoore9867@frontier.com
By Melodye Moore
Dutchess County
Historical Society
D
uring 2012-2013 the Dutchess County
Historical Society received an extensive
collection of archival and photographic
materials from Mr. and Mrs. E. Stuart
Hubbard III of Stormville.
The collection offers an extraordinary opportunity
to examine one of Dutchess County’s most important
agricultural businesses – the apple industry – and
the Historical Society looks forward to organizing
and making the collection available to scholars.
The materials given to the Society fall into several
categories:
u Business records for the family’s farm in the town
of LaGrange from the early 20th century through the
early 1960s. These records include account books,
payroll records, tax inventories, ledgers, cash books,
time books, day books and invoices and receipts.
u 19th century correspondence of various family
members
u Organizational materials related to the New York
and New England Apple Institute, including copies
of brochures, promotional literature, advertising
counter cards, photographs of “Apple Annie,” and
Institute bulletins to members.
u A collection of children’s posters submitted to
the New York and New England Apple Institute as
part of a 1941 apple poster contest.
u Business records for the Federal Point, Florida
orange groves.
The Hubbard Family
E. Stuart Hubbard III is a direct descendant of
Benjamin Hall Hart and his wife Elizabeth Nichols.
The Harts moved from Long Island to LaGrange in
1837 and purchased a 150 acre farm. In 1838 they
completed construction of their home, “Heartsease,”
on Overlook Road. Here they raised seven children,
established fruit trees and nursery stock, and raised
livestock and farm crops.
Upon Benjamin’s death in 1875 the farm
operations were taken over by his son, William Hall
Hart. William’s sister Louisa married Edwin Smith
Hubbard and they, along with three of Louisa’s
siblings, managed the orange groves in Federal Point,
Florida that had been purchased by Benjamin in 1867.
In 1896 Louisa and Edwin’s children, Edith and E.
Stuart, then 11 and 12 years old, came to “Heartsease”
to attend private school as day scholars: she at the
Quincy School located on the corner of Market and
Pine Streets in Poughkeepsie, and he at Riverview
Military Academy.
After E. Stuart completed his schooling at
Riverview he returned to Florida where he helped
his father with the Florida operations, returning to
“Heartsease” in the fall to help his Uncle William
with the apple harvest. He was specifically in charge
of buying and loading apples at railroad stations in
central Dutchess County. Around 1917 E. Stuart came
north to assist his Uncle William and finally assumed
ownership of the farm upon William’s death in 1934.
E. Stuart Hubbard was by all accounts a very
influential person in the horticulture and apple
growing community of New York. He was a founding
member of the New York State Horticultural Society
and a founding member and publicity chair of the New
York and New England Apple Growers Association.
He remained an active leader in the apple industry of
New York until his death in 1963.
In November of that year then New York Assistant
Commissioner of Agriculture and Markets Dan
Dalrymple wrote a tribute to E. Stuart Hubbard in
which he said: “Perhaps his greatest contribution
was his persistent and unrelenting support of
apple promotion. His faith in this operation is now
beginning to bear the wonderfully good results he
predicted. His unflagging support kept the good
Materials from the Dutchess County Historical Society collection: Above, New York and New England Apple Institute
promotional material. Right, marketing pioneer E. Stuart
Hubbard.
work going when it was in dire straits. Many times
in the critical period when the Market Order was
being developed Mr. Hubbard would rise and speak
strongly and forthrightly.”
Sadly, the farm operations ceased shortly after his
death.
uuu
The materials that have been given to the society
fall into several categories:
The founding of the Apple Institute
One of the fascinating stories revealed through
these papers is that of the New York and New England
Apple Institute, founded in 1935, the brainchild of
Thomas E. Cross of Lagrangeville.
Worried about the declining consumption of apples
in comparison to lavishly advertised citrus fruits,
bananas, pineapples and cranberries, Cross approached
his neighbor E. Stuart Hubbard with an idea.
“Stuart, he said, unless we apple growers and cold
storage operators get together and do something
to help sell more apples we will all go broke. If the
orange, banana and pineapple people can increase
their use of fruit, we can too. I don’t know how we
can do it, but we should be able to help ourselves if
others can help themselves.”
Thus was born the Institute and Thomas E. Cross
and E. Stuart Hubbard were the first two founding
members. Incorporated in Albany on Sept. 27, 1935,
the aim of the Institute was “to acquaint the public
with the goodness, plentifulness and cheapness of
our apples and to demonstrate to the distributors
of them how they can be handled, processed and
attractively displayed so as to meet the stimulated
demand for them and increase the movement and
profits for those handling them. A moderate increase
in the consumption of apples is all that is necessary
to cause a satisfactory advance in their price and a
fair return to the producer.”
A business office was opened at 12 New Market St.
in Poughkeepsie with an acting secretary in charge.
The Gotham Advertising Company, Inc. of New
York was hired to handle an advertising, sales and
publicity program.
In order to raise funds to support this new
organization supporters were identified who would
pledge one cent per box for their apple crop provided
as much as $10,000 could be secured for the first
season’s work. By August, Dutchess County fruit
growers had pledged $1,200 for 120,000 bushes.
June 2014
Core Report® Page 9
USApple Media tour ’14:
planting seeds for positive press
By Wendy Brannen
USApple
USApple was focused in April
on preparing for and reacting to
Environmental
Working
Group’s
(EWG) annual “Dirty Dozen” pesticide
list.
Apples topped the list again this
year, and EWG threw the industry a
curveball by singling out DPA use on
apples, pointing to recent restrictions
on DPA use in Europe. USApple quickly
coordinated with allied organizations
and DPA manufacturers to reframe its
media statement and industry talking
points, and thus counter EWG’s
unsavory messaging with positive facts.
As media attention surrounding
DPA and Dirty Dozen wanes, USApple
continues planting seeds for positive
press. Recently USApple released to
the media a list of 12 ways apples are
healthy and nutritious—the Delicious
Dozen—to counter any negative press
with positive language.
In May, the PR team including
director Wendy Brannen, education
committee chair Suzanne Wolter, two
members of Harvest PR, and chef/
nutritionist Amie Valpone flew to
Birmingham, Ala., to meet with editors
at major publications located in the
“Magic City.”
The team met with 20 editors from
more than six publications, including
Southern Living, Cooking Light,
Cottage Journal, and online meal
development service www.emeals.
com.
To instigate some apple media
magic, the team took turns presenting
the “Art and Science” of apples,
including growing practices, health
benefits, and usage tips. The meetings
included “pitching” apple story ideas,
or proposing articles the publications’
readers would likely enjoy.
Chef
Valpone, who runs “The Healthy
Apple” nutrition counseling website
and is a personal chef for those with
special dietary needs, prepared healthy
yet delicious recipes featuring both
fresh apples and apple products.
Unlike many visits to “long-lead”
publications, or magazines that
develop their content six or more
months in advance, the results of
the Birmingham visits manifested
immediately. Southern Living, which
has a circulation of almost 3-million
readers,
requested
apples
and
information for a story this fall. And,
the editors of Hoffman media, which
publishes seven different magazines,
have inquired about specific photos
and recipes based on the story ideas
USApple suggested.
In June, the team is scheduled to
visit Des Moines, Iowa, for meetings at
Meredith Publishing, which publishes
the well-known Better Homes and
Gardens, among other magazines.
When the apple industry is in a
short media firestorm, it is important
to keep perspective that these longlead relationships do net big results.
Men’s Fitness just published an article
on healthy food pairs, with apples and
apple peels at the top of the list: The
association presented facts included in
the story to Men’s Fitness in previous
media tours and follow-up outreach.
AARP The Magazine—one of the
largest publications in the nation—
recently printed a story called “Eat Red
for Heart Health” on three red fruits
including apples and using USApple’s
Ohio State University cholesterol study.
That story generated more than 55
million positive media impressions—
and resulted from outreach made to
the magazine more than a year ago.
Similarly, Men’s Health recently
used the Ohio State statistics to tout
eating apples: Brannen shared that
information in May, 2013.
Above right, the U.S. Apple Association’s
PR team. Below, an example of one of the
healthy apple recipes that USApple is pitching to national and regional publications.
Cornell researcher’s report outlines
how GMO labels will hit families
New York Farm Bureau
A new report released this week from
a leading Cornell researcher highlights
the anticipated rising consumer food
costs if the labeling of genetically
modified ingredients should be
required in New York.
According to Professor William
Lesser in the Dyson School of Applied
Economics and Management at Cornell
University, a family of four would pay
on average $500 more every year at the
grocery store.
“What is certain is that there will be
notable costs, and most of those costs
will be reflected in higher food costs
in N.Y. state,” as stated in Professor
Lesser’s report that is independent of
Cornell.
His findings mirror similar studies
conducted in other states. The higher
consumer price tags would be the
result of increased packaging and
distribution costs as well as from
companies looking to source more
expensive, non-GMO ingredients.
Those costs would inevitably be passed
on to consumers.
“It is unfortunate that at a time
when more Americans are struggling
to make ends meet, some New York
lawmakers would choose to raise the
cost of feeding our families,” New York
Farm Bureau President Dean Norton
said. “Farmers are in the business of
providing healthy food to consumers
and this bill does nothing to improve
our food supply.”
Genetically engineered seeds have
undergone extensive peer reviewed
studies and have been found to be just as
safe as their conventional counterparts.
In addition, consumers who choose to
purchase non-gmo products currently
have thousands of choices already on
the store shelves, including organic
and those voluntarily labeled as nongmo, making a mandatory labeling bill
unnecessary.
And now, because of Lesser’s report,
we have a greater understanding of how
mandatory labeling at the state level
will increase food costs for every New
Yorker regardless of their income level.
The full report can be viewed at:
http://dyson.cornell.edu/people/
profiles/docs/LabelingNY.pdf
Page 10
Core Report® June 2014
N.Y. Senate honors Cornell’s Dr. Susan Brown
In recognition of her extraordinary
commitment to the fields of agriculture
and science, and especially in the field of
agriculture genetics, Dr. Susan Brown
was among the outstanding women from
across New York who were honored
at the 2014 “Women of Distinction”
ceremony at the State Capitol.
Brown, who is the co-inventor of four
new apple varieties and 10 different sweet
cherry varieties, was nominated for this
honor by Sen. Michael Nozzolio, R-Fayette.
“It was a privilege to recognize Dr.
Susan Brown for her knowledge, skills
and expertise as a scientist, as well
as her extraordinary work at Cornell
University’s Agricultural Experiment
Station in Geneva, N.Y. Dr. Brown’s
research has led to creation of new
apple varieties as well as other fruit
varieties that have had a positive impact
on the agriculture industry
throughout
the
world,”
Nozzolio said. “Dr. Brown’s
research has centered on the
production of apples and ways
to extend the shelf life of the
product. As a result, the apple
industry has been growing and
expanding in ways that benefit
the industry and consumers.
As director of Cornell’s
Fruit and Vegetable Genomics
Initiative and head of the apple
breeding program at the Cornell
Agricultural
Experiment
Station, Brown is at the
forefront of apple development
and
genetic
modification
throughout the entire world.
Susan was awarded the 2013
SUNY’s Chancellor’s Award for
Excellence in Faculty Service.
In 2010, Cornell University
partnered with a newly formed
grower organization, New York
Apple Growers LLC, to offer
every apple grower in New
York the opportunity to join
the organization for exclusive
rights to commercialize two
Cornell’s
Robinson
honored
Cornell
University
horticulture professor Terence
Robinson has been selected
as
the
recipient
of
the
2 0 1 4
American
Society
for Horticultural
Science
O u t standing
Extension
Robinson
Educator
Award.
Robinson will receive the
award at the ASHS Annual
Conference at the Rosen Plaza
Hotel in Orlando, Fla., at the
Opening Plenary Session, July
28.
The award “recognizes an
educator who has made an
outstanding and valuable
contribution to horticultural
science extension education
for a period of 10 or more
years.”
new varieties from the Cornell apple
breeding program. In 2013, these
two new varieties,
‘SnapDragon™’
and ‘RubyFrost™’ were introduced
to consumers and were received
enthusiastically by the public.
Brown is the author of many
publications, chapters on apple breeding
and genetics and a host of articles for the
apple industry. She has trained many
graduate students and has been invited
to speak in many countries throughout
the world. Whether developing new
varieties, training graduate students, or
working with the apple industry, Brown is
committed to helping others benefit from
the application of scientific research.
The Women of Distinction program
was established in 1998 to celebrate
the rich heritage of outstanding women
throughout New York.
Sen. Michael Nozzolio, R-Fayette, left, is joined at the State Capitol by Dr. Susan Brown,
her husband, Martin, and her daughter Lauren.
June 2014
Core Report® Page 11
Coming down the home stretch
By John McAleavey
Well, the summer season is upon us
and that means that the produce retail
display space is being converted over
to stone fruit, berries, cherries, melons,
as well as local vegetables and corn.
There is great attention now on
locally grown products. A great
example of this is Kings Food Market’s
24/7 program. From May 23 to Sept.
1, 25 local farms within 100 miles of
Kings Stores deliver produce picked
within the last 24 hours. That is their
“24 Hour Just Picked Promise”.
Stores from the
Jersey Shore out
to the Hamptons
have converted
over already. I
have heard no
complaints
on
our apples and
product at retail
is still very good.
McAleavey
While ads on the
fruit category for
this time of year
shift, there are still some very good ads
with attractive retails.
Apples still are quite reasonable
compared to other fruits. So, we still
offer quality fruit with good size, at a
realistic retail. There are still some instore features on our product as well.
The cool weather has helped us.
When you have a retailer printing up
POS sales cards on New York apples at
this time of year, it’s got to make you
feel good. The consumer always looks
for a value and when peaches are $2.99
and New York apples are $1.69, we
have got her attention.
In these times, price is more important
than ever. Another positive for the season
has been the amount of in-store demos
on New York apples this late in the year.
Some retailers have very aggressive
demo programs and New York apples fit
into their marketing plans. Quality fruit,
recipe pads, and more added exposure
for New York are key.
We are already planting the seed for
the fall’s crop. It is never too early to
think ahead to next season. The trend
continues to grow on tote bags and
dump bins. New York has definitely left
a very positive impact on the current
crop. They will not forget it, and we
wouldn’t let them anyway.
Setting our sights on the 2014 crop
PR Theory
By Julia Stewart
julia@nyapplecountry.com
This time of year is always
interesting for the New York Apple
Association public relations team. We
are straddling two crops, working to
help you clean up the 2013 crop while
building early buzz for the 2014 crop.
The 2013 crop’s good news story
continued into this spring. We’ve been
happy to inform trade and consumer
media that the large 2013 crop is cleaning
up faster than the small 2012 crop was
at this time of year. (Per U.S. Apple
Association’s Market News reports, we
had fewer apples in storage on April 1,
2014, than we did on April 1, 2013.)
Meanwhile, we also have good
news to share about the nascent 2014
crop. The late spring helped us avoid
a repeat of 2012. And now Mother
Nature is generally smiling on us with
warm, sunny days and good pollinating
conditions. The pre-Memorial Day
weekend storm that dumped huge hail
elsewhere missed our growing regions.
Knock on wood that our good fortune
continues.
On the downside, this time of year
the consumer complaints increase.
Consumers contact us because of the
prominence of the Apple Country®
logo on the front of bags. Most
complaints now include cell phone
pictures for added emphasis. We offer
an apology on our industry’s behalf,
explain what they’ve experienced, and
advise them how to get a refund or
other satisfaction. And we forward the
complaint to the shipper.
Consumer relations:
why and how
By Julia Stewart
julia@nyapplecountry.com
What’s Next
Later this month, NYAA’s Board of
Directors will preview and provide input
on staff’s proposed PR plan for the 2014
crop. Your directors take seriously their
responsibility to represent your best
interests, so these conversations are
always lively. While they have hearty
debates about where growers’ dollars
would be best spent, in the end they
come together to support the agreedupon path and work collectively for the
statewide industry “team”.
We look forward to sharing our 2014
plans in this column in the future. In
the meantime, if you have questions
or comments about NYAA’s public
relations activities, call or email us.
This is the fourth column in a series
designed to help you grow your New
York state apple business with public
relations. Read previous columns at
www.nyapplecountry.com/core.htm.
With the 2014 crop growing quickly
on the trees, you will have another crop
to sell before you know it. So now is
the time to plan your public relations
activities. Are you ready?
At a minimum, your PR plan should
target two to three audiences:
The end consumers who ultimately buy
and eat your apples and apple products;
for wholesalers, the customers who are
between you and your end consumer; and
local press. This month we’ll explore
how to connect with today’s consumer;
next month’s column will delve into
media relations.
Why you should focus on end
consumers:
A number of factors have made
it absolutely critical for today’s
food producers to connect with end
consumers:
The rise of
supermarkets,
w h i c h
disconnected
producers
f
r
o
m
consumers.
Urbanization,
which caused
consumers to
lose touch with
their ag roots.
Stewart
The rise of
the Internet,
and
its
overwhelming volume of information,
including negative views on food,
health, food safety and agriculture.
Waning
consumer
faith
in
government’s ability to protect
them, while special interest groups
are aggressively advancing their
agendas (think: the Dirty Dozen list).
The end result: Other voices are now
telling consumers what to think, about
agriculture in general and apples in
particular. It’s time to tell our own
story, to play more offense so we can
play less defense.
How to connect with consumers:
So how should you connect with
consumers? Today’s consumer
simply wants to know the face
behind her food, to be able to
trust who and where it came from.
Nobody gets closer to her apples
than you, and I assure you that you
have a great story to tell her.
If you’re direct marketing,
getting in front of end consumers
is relatively easy because they come
to you. You should periodically
analyze your customer base, to
make sure it is growing rather
than shrinking. If it’s the same
people every year, or many of your
customers are retired, it’s time to
recruit new blood. Reaching out to
local employers, churches, clubs
and schools is cheap and effective.
If you’re wholesaling, connecting
with consumers is harder but not
impossible. The first step is to
get your name in front of them.
See Stewart, Page 13
Page 12
Core Report® June 2014
Notice
to the
Trade
Request for Proposal (RFP): To
provide fresh New York State McIntosh
apples for the New York Apple
Association sponsored New York Road
Runners events.
NYAA is seeking proposals to supply
and deliver New York State grown
McIntosh apples for the NYRR TCS
NYC Marathon and other NYRR
race events (maximum of 20 events
per year) at various New York City
locations on various dates throughout
the year.
U.S. Extra Fancy, washed and waxed,
120 or 125 count McIntosh apples will
need to be delivered in packed cartons
(additional sizes and grade may be
substituted with prior approval and
appropriate price adjustment, based
on availability). A delivery schedule,
which includes the name and date of
each event, quantities to be delivered
and exact locations where to deliver,
will be determined prior to the
scheduled event.
The largest single event is the TCS NYC
Marathon. This event will require various
amounts of McIntosh apples (total of
approximately 750 - 800 cartons) to be
delivered on different dates to various
locations during the week leading up to
the Nov. 2 TCS NYC Marathon.
The estimated total volume of apples
needed for the season will be between
1,400 and 1,500 cartons. Apples can be
stickered, but only with generic nonbranded stickers that do not contain
a brand or packer’s name or logo.
Companies interested in submitting
bids should contact James Allen,
NYAA, (585) 924-2171 for further
information.
Written proposals must be received
in the NYAA office by 4:30 p.m. Friday,
Aug. 15, 2014.
Baker
Continued from Page 4
I seriously doubt we could see a party
shift here come this November. The
Senate while currently controlled by
the Democrats has a good chance of
seeing a majority shift this November.
As I view Washington today, the
message is clear. In order to move
any dynamic piece of legislation you
need the Congress to be controlled
by a single party. Then we could see
some language sent onto the White
House for ultimate review. I am not
advocating for either party to control
Congress. I see both sides to having
positives positions on our needs for
immigration reform.
Such realities as the failure of the
Federal Government to run their own
hospitals (VA Hospitals) makes one
wonder how we could ever have a
successful Affordable Health Care Act.
At the end of the day we all need to look
at your own situation and adjust to deal
with existing programs. To look for a
short term fix on immigration is about
as productive as going to the local VA
hospital and being placed on a waiting
list. God bless America.
NYAA urges passage of cider bill
This letter was sent out to nine New
York State Senators by Jim Allen in
support of pending legislation that
will promote economic development
for the hard cider industry.
Dear Senator:
I am writing in Support of Senate Bill
6909, introduced by Senators Klein and
Valesky, an act to amend the alcoholic
beverage control law, in relation to
promoting economic development
by expanding products sold by farm
cideries and authorizing such cideries
to sell cider to other licensees.
This revision to the present New
York cideries law would now allow
farm cideries to expand their markets
by allowing them to sell to other
farm wineries, distilleries and farm
brewers. The passage of this law could
also encourage larger commercial
wineries to manufacture and sell New
York State labeled ciders to a larger
domestic market.
The New York apple industry has
been in a rapid growth mode for the
last number of years. Growers have
been expanding their production
E-mailing
Congress
To find your
Congressperson’s
Web site, visit:
www.house.gov or
www.senate.gov.
by planting new orchards and using
innovative planting systems, with new
varieties. New production will demand
new uses for apples and the expansion
of markets.
The cider category can help meet
those new demands.
This proposed legislation will help
increase the demand for New York
apples and apple products such as
cider.
Thank you for your support.
Sincerely,
James S. Allen
President,
New
York
Apple
Association
June 2014
Directors
Continued from Page 1
farm in Texas, graduated high school in
1965, earned his undergraduate degree
at the University of Dallas in 1969
and attended the University of Texas
where he earned his graduate degree.
He simultaneously practiced medicine
and developed his fruit farm, and is
now fully engaged in fruit farming.
Endres has experience as a member on
various boards of directors in fields outside
the apple industry. He has three grown
sons who are also interested in farming.
Todd Furber is a fourth generation
farmer, along with his brother and
father to operate the family farm. He
grew up working for his grandfather,
Rexford Furber, growing tart cherries,
pears, peaches and apples.
Upon graduating from high school in
1980, Furber was employed at Gleason
Works of Rochester for four years
before returning to the family farm in
1985, where he, his father and brother
became partners.
He and his wife Deborah have been
married for 29 years; they have two
daughters who are now graduated
from college. In 2013 his son-in-law
Eric joined the business and the farm
continues to grow and modernize.
Furber looks forward to being on the
NYAA board to help with the decisionmaking process.
Stewart
Continued from Page 11
Use label and bag space to drive
consumers to your website and social
media channels. Encourage customers
to capitalize on consumer interest
in buying local with POS signage
promoting your business as a local
supplier. Staff demos with company
ambassadors, not contractors.
Direct marketer or wholesaler, once
you’ve gotten in front of consumers the
basics of consumer relations are the
same:
Be personal and personable. Your
website should tell the story of how you
got into the business, why you stay and
what you love about it. Talk up your
commitment to consumers, growing
great apples, IPM, the environment
and food safety. Include testimonials.
Help her get her money’s worth from
your products by offering product
information, recipes and handling
tips. Include lots of pictures. (Yes, you
should have a website. No, you don’t
have to spend a lot on a basic one.)
Stay in touch. Moms of small
children (aka your current and future
consumers) rely on Facebook and
Twitter, so you need to be where she
is looking for information and help.
Basic social media accounts and blast
email services are free (NYAA uses free
MailChimp), you need invest “only”
your time. Create a posting calendar to
ensure you’re communicating regularly,
to keep consumers coming back.
Listen, respond and be willing to
adapt to what they have to say. Your
business will be better for it.
By being personal and personable,
transparent,
communicative
and
responsive, you build relationships
with consumers, which builds their
trust and loyalty, which builds your
business.
How do you interact with consumers?
I’d love to hear from you. Drop me an
email at julia@nyapplecountry.com.
Core Report® Abram Peters is an assistant
operations manager at Robert B. Peters
Farms, a 220-acre first generation
apple farm in Williamson. He has held
this position for five years.
His passion lies in the daily challenges
of growing and selling quality fruit.
Peters has developed an interest in the
marketing of juice, processed, sliced
and fresh apple products. He feels that
the market fluctuation poses a serious
risk for production costs and consumer
satisfaction.
He is willing to advocate for young
farmers and become a positive voice
for the future of the industry.
Peters is a 2009 graduate of
Williamson Central High School. He
enjoys snowmobiling, bowling and
biking. He is honored to be elected to
the New York Apple Association Board
of Directors.
District 4
Jack Torrice has been in fruit farming
for 30 years and farms 45 acres of apples.
Sixty percent of his crop goes into the
fresh wholesale market and 40 percent
goes into all other processed.
Torrice has been a member of
the board for the Oswego County
Cooperative Extension and their Ag
Advisory Committee from 1994 to
1998, a member vice president on the
Oswego County Farm Bureau board
from 1990 to 1996, a member on the
Western New York Apple Growers
Association board, and a member on
the New York Apple Association board
of directors from 1994 to 2002. Torrice
is currently on the Lake Ontario Fruit
Team Advisory Committee (four
years). He and his wife and business
Page 13
partner, Martha, raised six children.
Torrice also served four years in the
Marine Corps, which included a tour of
duty in Vietnam, 1968 and 1969, and as
a security guard for HMX-1 (guard for
the U.S. President’s helicopter).
District 3
Sarah Dressel is a fourth-generation
apple grower from Dressel Farms in
New Paltz. She graduated from Cornell
University in 2011 with a degree in
agricultural sciences and has been
at the farm full-time ever since. Her
responsibilities on the farm include
the retail stand, U-Pick operation, and
horticultural aspects.
Dressel has taken more interest in
attending meetings and becoming more
active in the agricultural community.
She is a member of the Hudson Valley
Young Grower group, IFTA, lobbied
with USApple as a Young Grower in
Bike
Continued from Page 1
benefits of the state’s apples along the
way.
“New York state apples are the
perfect on-the-go food, and bicyclists
are inherently health minded, so this
event is a natural for us,” New York
Apple Association President Jim Allen
said. “Plus bicyclists tend to be fun,
energetic people, we like hanging out
with them.”
NYAA
Consulting
Dietitian
Nutritionist Linda Quinn, MS, RDN –
an avid cyclist herself – agreed.
“Apples are a perfect cycling fuel,”
Calendar
JUNE 10-13, 2014
United Fresh 2014
co-located with FMI Connect 2014
Chicago, Ill.
OCTOBER 17-10, 2014
PMA Fresh Summit Expo
Anaheim Convention Center
Anaheim, Calif.
JUNE 17-19, 2014
NYAA Board of Directors Meeting
Crowne Plaza
Lake Placid
NOVEMBER 2, 2014
TCS NYC Marathon
New York City
JULY 29, 2014
Senator Gillibrand’s NY Farm Day
Washington, D.C.
AUGUST 21 – SEPT. 1, 2014
New York State Fair
NYAA Apple Booth
Horticulture Building on Fairgrounds
Syracuse
DECEMBER 8-9, 2014
NYAA Board of Directors Meeting
Sheraton Syracuse University Hotel
Syracuse
Classified Ad
For Sale, Natural Gas whole house furnace, heated 2,000
SqFt home. Contact jimallen @
nyapplecountry.com
2012, and has recently been appointed
as the “media relations contact” for the
Hudson Valley Research Lab.
As media relations contact, she helps
bridge the gap between the farmers
and the community in regards to
fundraising and supporting the Hudson
Valley Lab as it endures budget cuts
and other challenges. She is excited to
continue learning and growing within
the agricultural industry.
District 6
Also re-elected for a second term to
the NYAA board is Kevin Bittner of
Singer Farms in Niagara County. Kevin
is also a board member for the Niagara
County Farm Bureau, the Barker Lions
Club and is involved in the Future Fruit
Growers of Lake Ontario. He is also a
graduate of Lead New York class 14.
We look forward to working with
each of the new Directors!
Quinn said.
“The fiber in apples slows the release
of carbs into the bloodstream to give
you the energy you need for a long
ride,” Quinn said.
This was Bike New York’s 37th
annual TD Five Boro Bike Tour
Presented by REI.
“New York’s apples were a huge hit
with our tour riders! During the 40mile ride, this sweet, crunchy, healthy
treat – as only nature can produce –
was the pick-me-up that kept many of
our riders going.
The fact that the apples were grown
right here in New York state, which
fits in with our goal to make this
year’s tour as green and sustainable
as possible, made it even better,” Bike
New York President and CEO Ken
Podziba said.
Page 14
Core Report® June 2014
NYAA registered dietitian nutritionist
retires as nutrition administrator
After close to 32 years Linda Quinn
retired from her full time position as
Nutrition Administrator II with the
Office for People with Developmental
Disabilities Central New York office.
In her position, Quinn supervised
meal planning and 15 registered
dietitians at group homes in eight
counties throughout Central New York.
During her tenure, she spearheaded
many projects and initiatives including
the CNY Flexible Menu System, Healthy
Choices, Educational Video for the
OPWDD Consistency Diets, Syracuse
Quinn
University
Internship
Preceptors,
and utilization
of
farm
m a r k e t s
for
group
home
food
procurement.
She started
her career after
graduated
f
r o m
University of
Florida and returning to her home town
of Syracuse. She was hired as the first
community dietitian with the agency.
When the institutions in Syracuse and
Rome closed, Quinn took a leadership
role in closing the institutional kitchen
and aiding the agency in moving
thousands of people into group homes
throughout the region.
While working full time, she
completed a master’s degree in
nutrition science at Syracuse University
and completed two research projects,
one of which was published in a peer-
‘Farmland’ to screen in Auburn
AUBURN — “Farmland” the movie,
produced by the Academy Award®winning filmmaker James Moll, will
premiere June 13 and 14 at the Auburn
Public Theatre.
According to Moll, “The movie offers
an intimate and firsthand glimpse
into the lives of six young farmers and
ranchers across the U.S., chronicling
their passion for a way of life that has
been passed down from generation to
generation.”
The movie’s show times are Friday,
June 13, at 1 and 8 p.m. and Saturday,
June 14, at 8 p.m.
The
New
York
Agri-Women
organization will host a questions
and answers session following the
70-minute viewing. Local farm
business owners and their families
will answer questions about farm life,
sustainable conservation, and the
science of modern agriculture.
“The showing of ‘Farmland’ is an
excellent opportunity for consumers
and farmers to come together
and discuss the food system, the
environment, and the many benefits
of local agriculture to the community,”
said Julie Patterson, New York AgriWomen’s membership coordinator
and co-owner of Patterson Farms, Inc.
The Q&A session will last 30 minutes.
Tickets
for
the
Auburn
showing of “Farmland” can be
purchased in advanced at: http://
auburnpublictheater.org/cinema.
php?eventID=545.
For more information about New
York Agri-Women visit http://
newyorkagriwomen.com/ or e-mail us
at newyorkagriwomen@gmail.com.
The New York Agri-Women is
comprised of women involved in the
New York agriculture. The purpose of
New York Agri-Women is to educate
consumers, elected officials, and
members of the agriculture community
about the issues that affect New York
food and agriculture. The organization
was founded in 2010.
review journal. During the years that
followed, Quinn pursued her love of
nutrition through writing, media and
lecturing.
Now that she has retired, she can
pursue all the projects she loves. On top
of the list is working with the New York
Apple Association. She also plans to stay
in shape by teaching Stott pilots and
TRX suspension training. She continues
to write for several local magazines and
lectures to groups and organizations.
As Linda says, “The best is yet to
come.”
June 2014
Core Report® Page 15
Cherry Growers honor DeFisher
By Jim Allen
jimallen@nyapplecountry.com
Cherry and apple grower Bill DeFisher
of Williamson was recognized at the
New York Cherry Growers Association
board of directors meeting last month
by his fellow cherry growers.
NYCGA
President
Jim
Allen
awarded De Fisher with a plaque and
thanked him for his years of service.
The important word here is “years” of
service. DeFisher joined the NYCGA
board of directors in 1973. He has been
chairman of the board for 22 years,
since 1992. Over those years, the
industry has changed drastically.
In 1973 the New York sour cherry
industry at that time was a thriving
industry. Over 25 cherry processing
facilities were in business then, and
the state grew close to 21.2 million
pounds. The big player at the time
was Comstock Foods of Red Creek
that produced red cherry pie filling.
Comstock was the leader in the market
place, holding a strong 24 percent of the
national market. Other processors, such
as Seneca Foods, CB Foods, Cahoon
Farms, Verbridge, Sodus Fruit Farm,
Agway, Fruit Belt Preserving, Tobin,
and a number more, pitted and froze
cherries in the common 5 plus 1 pack.
In 1992, New York had close to 4,000
acres of cherries and produced 31
million pounds, or about 7,750 lbs per
acre. New York ranked number three
in production, behind Michigan and
Utah. Last year New York’s 1,600 acres
produced 12 million pounds. New
York ranks number five in the U.S.,
behind Michigan, Utah, Washington
and Wisconsin.
Throughout those challenging years,
the NYCGA has remained steadfast
and committed to representing the
industry. Under DeFisher’s leadership,
the Association each year continued
to re-affirm their desire to collect
assessments and to help fund Cherry
Research, by paying Cherry Marketing
Institute dues, and supporting their
efforts to promote sour cherries both
domestically and globally.
In addition to CMI, the collections
have helped support New York
groups such as the New York State
Horticultural Society
and Ag
Affiliates.
Spending 41 years on any
board of directors is certainly an
accomplishment and a testament
to a person’s commitment to his
industry. DeFisher’s commitment is
second to none and his contributions
are far too many to list as director
and as chair.
He announced at the May meeting,
in typical DeFisher fashion, that he
would step aside, and he was giving
the board his notice; a year’s notice at
that! It may take that long to find his
replacement.
Thank you, Bill, for your 41 years of
service.
2013 crop shipments to domestic and export markets update
Page 16
Core Report® June 2014
Export Page
Juice concentrate stocks
USDA
projects
record
exports
Farm Futures
FYI-1 gallon of apple juice concentrate yields 7.8 gallons of finished product. About 39 million gallons of apple juice is sitting in
storage right now. That’s a lot of juice.
Ag Secretary touts progress with Mexico
USDA
Agriculture Secretary Tom Vilsack
on Monday highlighted recent progress
on a number of trade issues with
Mexico following a panel discussion
with Mexico’s Secretary of Agriculture
Enrique Martínez y Martínez at
the Global Forum on Agro Food
Expectations in Mexico City.
Vilsack’s remarks come as Mexico
recently announced it would expand
American beef imports, potentially
increasing U.S. beef and beef product
exports by $50 million. Mexico has also
expanded its import ruling to allow
increased potato imports from the U.S.
At the forum, Vilsack joined
Martínez and Canada’s Minister of
Agriculture and Agri-Food, Gerry
Ritz, for a panel discussion entitled,
“Integration
of
Agro-Industrial
Markets in North America: Challenges
and Opportunities.”
Vilsack
meets
with
Mexicos
Secretary of Agriculture as the country
allows increased potato imports from
the U.S.Vilsack meets with Mexico’s
Secretary of Agriculture as the country
allows increased potato imports from
the U.S.
The USDA on May 29 released its
Outlook for U.S. Agricultural Trade
report, projecting fiscal year 2014
agricultural exports will reach $149.5
billion – $6.9 billion higher than
previous estimates – and a new export
record if realized.
The growth is not due just to rising
prices on agricultural goods, but also
to an increase in the volume of U.S.
agricultural exports, which is projected
to increase by 31 percent between fiscal
years 2013 and 2014, USDA said.
Last fiscal year, agricultural exports
reached $140.9 billion and supported
nearly one million jobs in the U.S.,
USDA said. Fiscal years 2009 to 2013
also represent the strongest five years
in history for agricultural trade, with
U.S. agricultural product exports
totaling $619 billion over those five
years.
Latest USDA ag trade estimates
trump previous expectations and could
set new export records if realizedLatest
USDA ag trade estimates trump
previous expectations and could set
new export records if realized
“American farmers and ranchers
are on track for another year of record
exports, which builds on the past five
years of the strongest agricultural trade
in our history,” Vilsack said.
“The volume of U.S. agricultural
exports
has
increased,
which
demonstrates an increasing global
appetite for high-quality, Americangrown products.”
Vilsack said the agency plans to focus
its efforts on tapping into new markets
for what is grown and made in rural
America.
Today, he said, only 1 percent of U.S.
companies export, and yet 95 percent
of the world’s consumers live outside
the borders of the United States,
creating significant opportunities for
U.S. food and agriculture.
Resources reauthorized in the 2014
Farm Bill are expected to help more ag
producers finding export markets for
their products, Vilsack said.