SEPTEMBER 2019 • COUNTRY LIFE IN BC


Funding helps cherry growers


court new buyers Growers will match funding as province pulls back


by TOM WALKER KELOWNA—Ottawa


announced a confirmation of $241,000 of funding to the BC Cherry Association on August 13 under the Canadian Agricultural Partnership. According to the federal


press release, the funds will support the BC Cherry Association’s efforts to boost awareness of fresh cherries from Canada in key markets and implement pest management protocols to satisfy import protocols in the US, South Korea, Japan and China. “This money will be used to access new markets, maintain existing markets and promote ourselves domestically,” says Beth Cavers, program administrator for the BC Cherry Association.


The association applied for the funding last December. It will match funds raised through a $50-an-acre levy paid by association members, who represent 95% of the planted acreage in the Okanagan, Similkameen and Creston valleys.


The funding is timely. Ten


days after it was announced, growers were told the European Union would close its doors to Canadian apples, pears, blueberries and cherries as of September 1 as it enforces pest-control protocols. The move caught Cavers by


surprise, especially as the industry has spent considerable effort documenting practices and ensuring cherries are pest-free.


“We have to ensure that the fruit going to China, Japan and California is free of insects,” she explains. The association has


summer students dedicated to tracking grower reports of insects found in monitoring traps. The reports are a requirement for accessing these markets. “The students are also doing trap and orchard audits and reporting to the CFIA,” says Cavers. “They are an amazing help.” In addition, inspectors


come every year from Japan to inspect the facilities of growers who are shipping fruit.


The hard work of


producing high-quality fruit is matched by regular promotion of fruit in export markets. BC cherries are typically


showcased at two main international trade shows, Fruit Logistica in Berlin each February, and Asia Fruit Logistica, which takes place September 4-6 in Hong Kong. “This spring, Berlin was not


as productive for us as in the past and we are in discussions with the federal government that more effort should be put towards the Hong Kong show,” says Cavers. The federal money comes


as the province cuts back on cherry promotion. BC has previously provided funding to cover booth construction, admission fees and construction of a Canada pavilion at Fruit Logistica. “They pulled that funding this year,” says Cavers. “We


13


Coral Beach plant manager Paul Davie had his work cut out for him this season as the cherry harvest was anything but stellar due to rain, with culls in the range of 30%. MYRNA STARK LEADER PHOTO


have had to come up with another $8,000 for booth construction.”


The association is considering participating in the Produce Marketing Association’s Fresh Summit Convention and Expo in California in October as well as planning trade missions to India and Japan. BC cherries aren’t yet


exported to India. Growers only began shipping to Japan this year. “We are figuring out where


the roadblocks are in Japan, and once we have a better idea what it all entails, we will put together a trade mission,” says Cavers.


The association is


developing a domestic marketing program that will involve in-store displays. Promotional videos are also in the works. “One will target a French- English audience ,” says Cavers. “The second will be for the international audience and will not have any voice-over or text, just beauty shots extolling the virtues of BC cherries.”


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The program will be available from 2019 to 2022 to encourage early adoption of light reflecting materials.


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