Expanding export markets is a top priority for the commission, which represents asparagus growers in every area north of the Tehachapi Mountains. Watte explained that California, Michigan and Washington used to apply jointly for MAP funds through Asparagus USA to conduct promotions of U.S. fresh and processed asparagus in foreign countries. Since the Golden State is the nation's primary fresh-asparagus producer, however, the state's industry wanted to concentrate on promoting fresh product. Earlier this year, a program change was implemented that allows the CAC to conduct California-specific promotions overseas. As a result, the commission will now apply directly for MAP funds.
Nothing really changes as far as our overall investment in the program.
What changes is our ability to direct the promotions to a California-specific, California fresh green asparagus promotion, which has a lot more bang for the buck. Watte recently went on a trade mission to Taiwan with Jean Valentine, the CAC's export consultant. They're interested in large to jumbo-sized spears and that's really a very positive aspect of the market for California. It will allow the commission to differentiate itself from other asparagus because there's no other asparagus coming onto the market that is as straight, as green and of the size. Permission for use is granted, however, credit must be made to the California Farm Bureau Federation when reprinting this item.