The New York Apple Association (NYAA) is preparing for a busy late summer and fall harvest season. The association, which represents over 500 commercial apple growers in New York State, aims to boost consumer demand for New York apples through various promotional, marketing, and communication efforts. With 15 board members, the NYAA recently saw changes in its leadership and board composition as they gear up for the harvest.
According to a recent report by “The Produce News“, Christopher Oakes, president of LynOaken Farms Inc. in Medina, NY, has been elected as the new chairman of the NYAA board, starting in July for a two-year term. Oakes succeeds Doug Grout, owner of Golden Harvest Farms in Valatie, NY, who served as chairman for the past two years. Reflecting on his new role, Oakes expressed, “I am humbled by the opportunity to be the chairman of the New York Apple Association.”
The transition in the board comes just before the commencement of apple harvesting in New York. The harvest season starts in the Hudson Valley and nearby areas around the third week of August, moving to central and western New York shortly after, and finally reaching the northeastern New York-Lake Champlain region.
Early season apple varieties like Paula Red and Ginger Gold will be the first to be harvested, followed by Zestar, JonaMac, and Galas. Later in the season, varieties such as Honeycrisp, Cortland, McIntosh, Empire, and Macoun, along with New York-grown SnapDragon, Evercrisp, and SweeTango, will be picked. The Fuji and Ruby Frost varieties are typically harvested from late October to early November, depending on the weather conditions.
Cynthia Haskins, the president and CEO of the Fishers, NY-based association, highlighted to “The Produce News” the significant investments made by New York apple growers in state-of-the-art packing lines and new facilities over the past five years. “It has been quite impressive to witness the innovation of the New York apple growers, and it is equally as impressive to see the continued adoption of sustainable practices to ensure the longevity of family orchards and economic viability of their communities,” she noted.
The unique weather conditions in New York, including sunny summer days, crisp fall nights, rich glacial soils, and abundant water resources, create an ideal environment for growing apples. Haskins emphasized that advanced technologies, such as computer imaging software, enable growers to manage crop loads more effectively, leading to better fruit size, smarter orchard work, and higher annual yields.
This year, the NYAA anticipates apple production to be around 32.5 million bushels, potentially reaching up to 32.7 million bushels. Oakes mentioned that they expect a good range of apple sizes suitable for retailers and food service markets, including schools.
The NYAA is actively working on its fall media, retail, and foodservice promotional plans, collaborating with sourcing partners to customize promotions. New initiatives include the design of single-unit display shippers, variety and category price cards, and newly designed paper totes. These will be available through participating packers and shippers, along with the popular plastic tote, pouches, and poly bags.
Geotargeting digital advertising continues to be a significant part of promoting New York apples, complemented by targeted social media ads in specific markets. The NYAA is reaching out to retail partners to secure geo-targeted advertising to enhance both in-store and digital promotions.
The association is also offering point-of-sale materials to retail partners to encourage large displays of New York apples. These materials include a gallery of NYAA’s original content, images, and videos to support print and digital ads, aiming to drive New York apple sales effectively.
