This reduced pressure to send more fruit into the domestic market. Efforts to open new markets for Washington apples continued in 1998-99. We partnered with the Northwest Fruit Exporters in attempts to remove tariff and trade barriers. The Northwest Horticultural Council and the US Apple Association assisted in these efforts as well. Issues regarding exports to Mexico once again were challenging, but that country continues to be a market of huge potential.
Work is ongoing to remove the artificial barriers to trade that remain.
While foreign market promotions and domestic advertising are core components of WAC programs, communications and public relations are often overlooked. Our industry was largely unprepared to deal with the kind of CBS-inspired media frenzy sparked by reports about Alar 10 years ago. To that end, we have an effective and responsive communication department that deals with public relations, industry communications and crisis management. Part of communicating effectively for the Apple Commission involves transmitting information in the best possible methods. Today that means using the Internet, our information superhighway.