As a case in point, new varieties that are technologically superior have a rough time gaining market acceptance. Consider scab-resistant varieties. Some of the new ones taste good. With the public furor over pesticide use and concern about chemical residues, these varieties should be embraced by an enthusiastic and grateful public, yet none are widely accepted. Plant breeders proudly present us with many practical benefits of genetically engineered foods, yet the public remains largely ignorant of this technology and wary of its use.
Most consumers buy apples from a retailer that has no connection to the grower.
The apple industry hands over the control of apple marketing to others. Traditionally, apple growers have had little control over how apples were marketed to the consumer. The apple industry should improve the marketing of existing varieties before they are abandoned. The successful introduction of a new apple variety requires a tremendous investment of time and money. As Barritt acknowledged, many new varieties fail to make it beyond this stage of the product life cycle.