yellow and 493 red on yellow,” Smith said.
“The two have similar parentage, great tastes and store well.” PICO’s current value chain project includes 493. “We’re doing apples first, then
cherries,” Haddrell said. Last year, Smith started getting “really good traction with Aurora.” The entire crop of both conventionally grown and organic apples were sold which made for happy growers and happy consumers alike.
“We had over 40 bins of Aurora this past season. There is a full blossom set again this year,” said Phyllis Nelson. She and her husband Fred are longtime organic growers in Cawston. “Rob is the best promoter ever of this apple and we are all fortunate to have him advocating to fruit buyers. Aurora is an easy sell because once anybody takes a bite the response is pretty much the same: ‘Wow!’ ”
The Nelsons appreciate that their entire 2011 crop of Aurora was in Smith’s hands before Christmas. “We have not had good luck with CA storage, so we will continue selling to Rob and packing the apples out of our
own regular cold storage here on the farm,” Phyllis said.
This year conventional growers will have the option of moving their Aurora packing operations from on-farm to JIND Fruit Co. in Osoyoos, operated by Jesse Sandhu. “Ken found Jesse, who was very receptive to being part of the value chain,” Smith explained.
Before being asked to join the chain, however, JIND had to pass a packing test.
“With our new gentle Lynx line and the use of 27-pound Euro Tray Packs we can successfully pack Aurora,” Sandhu said.
Sandhu and his family have recently poured millions of dollars into the new facility. At present, they are installing a cherry line.
“Jesse is aggressive and refreshing to talk to,” Hermiston said.
The 27-pound packs have another advantage over the more common 40- pound boxes.
“The increasing number of women in retail find the lighter boxes easier to handle which results in less damage to the fruit,” said Smith.
To date PICO has contracted 23
orchardists to grow Aurora and 15 to grow SPA493.
Although both varieties are likely to
be market place winners, they are challenging to grow. “Actually, I hate the suckers!” said
Oliver orchardist Alan Patton, who also said Aurora is the best tasting apple he has ever eaten. “They grow like grapes and the slightest hail storm will bruise them. And I live in a heavy hail area.” Hermiston agrees Aurora are difficult and expensive to grow; however, he will consider increasing his plantings if the value chain concept proves successful. PICO has engaged the services of Ellie van Nie, brand strategy consultant, Tracy Cobb, public relations expert, and Stephanie Seaton, graphic designer, to help promote and market Aurora and 493. “Our goal is to build customer awareness and identification, so we can get a premium price for a premium apple,” van Nie said.
A brand and logo are currently under development.
They will be announced at the UBC Apple Festival this coming October along with the name of 493.
COLUMBIA BASIN NURSER Y
Columbia Basin Nursery is a grower owned business who has been providing quality fruit trees to growers across the US and Canada for over 50 years. Our experience and knowledge in helping to grow productive and profitable orchards is behind every tree we sell.
QUALITY& SERVICE! OVER 50 YEARS OF
COLUMBIA BASIN NURSER Y
We offer over 100 Varieties of Apples, Apricots, Cherries, Nectarines, Peaches, Pears and Prunes & Plums. Call today for a complete listing and availability.
800/333-8589 Tel: 509/787-4411 Fax: 509/787-3944
www.cbnllc.com P.O. Box 458 Quincy, WA 98848
14 British Columbia FRUIT GROWER • Summer 2012
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28