Market Watch


By Judie Steeves Just growing a crop no longer enough


Patience, innovation and and a genuine willingness to cooperate can be keys to success.


hile it may generally be true that only the strong survive, that is particularly true in tough times such as these, when doing your homework, paying attention to the details and being creative and innovative are critical to your success.


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Every time you turn around there is another challenge, whether it be a new pest, the weather or a new regulation. But, on the other side of the coin, there are also new attitudes and support from new sectors too. The tree fruit industry is certainly on the right track by appealing to consumers to shop local and buy fresh, because that’s exactly the sort of grassroots movement underway among today’s food purchasers. Unfortunately, it’s tempered with a need to be canny with the family income at the same time, but produce is not by any means the most expensive item on the grocery list, so hopefully consumers follow their instincts to support their neighbours in that part of the store. Be prepared to entertain those consumers who are interested in where their grapes and wine and tree fruits come from; those who want to learn more about the people who grow their food; and what their philosophy is about growing food. Be patient and positive when there are opportunities to participate in events that could showcase your operation.


It’s no longer enough to just grow a crop every year. There’s no room for that kind of farming any longer. And, there’s no profit in it. In fact, such an attitude damages everyone in the industry.


In such challenging times, it’s even more important that everyone pull in the same direction in order to take


6 British Columbia FRUIT GROWER • Winter 2010-11


advantage of the strength of numbers.


By working together we can benefit


from the ideas of the innovators in our industry, whether that’s learning what a distinct advantage the use of windmills give us in protecting vulnerable grapevines during winter’s deepest freezes, or planting a new variety of apple that was discovered by an alert orchardist.


We can also benefit from the economies of scale by banding together to ship our fruit to market, and by promoting and selling our fruit together, instead of each grower trying to wear all those hats as well as grow good fruit.


Of course, such a co-operative effort breaks down when some take advantage of just particular aspects of that “family effort” but not others. For instance, members of the Okanagan Tree Fruit Co-operative are part of a family of growers who have agreed to pack, ship, market and promote their fruit together. One of the perks is that there is technical advice available free of charge to the members to help them every step of the way to grow the best possible quality of fruit.


In exchange, it’s expected those


same people will send their fruit to the co-op packinghouse to be packed and shipped. Growers who take advantage of the free advice, then sell their fruit elsewhere do harm to every other member of the co-operative to which they belong.


There’s not as much fruit as expected available to pack, sell and ship when harvest time comes, so efforts to market and sell it are wasted.


It’s like stabbing your neighbour in the back when you don’t act co- operatively.


Right now, it’s vital that the whole industry work together to grow top quality fruit that’s in demand in the marketplace; pick and pack or process it using the best techniques known and promote it in every way possible.


Only then can the industry compete favourably in world markets.


B.C. Tree Fruits director of marketing, Adrian Abbott reports that, while sales are slightly slower than last year, prices are up slightly. Have a look at the new website promoting your fruit at: www.bctree.com


Everything you need, carried in stock: - Stock corrugated produce boxes - Handi-paks - Customizable boxes and labels


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