Being appointed as a trustee to the USApple six years ago, has helped me to see the problems and concerns at the national level and realize just how valuable this organization is to our industry. They are one of our voices in Washington and we would only be fooling ourselves if we underestimate the importance of this. Michigan apple growers can no longer be ignorant to the issues that are facing us on the national level. Many changes have taken place in our industry in the last few years and the focus needs to change. We need to ensure that our dollars are spent where they will benefit the grower the most.
Trade promotion is on the increase while consumer advertising is on the decline.
I'm not suggesting that we discontinue advertising, but billboards and radio jingles are not going to save the farm. We need to get over our reluctance to change and decide together what needs to be done to get the most for our money. USApple spearheaded our industry's trade case against unfairly priced apple juice concentrate from China. These are only a few examples of the work they do that benefits the grower directly. The growers are responsible for funding the Michigan Apple Committee and, therefore, should be the voice that determines where and how these monies are spent.