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The report points out that extensive promotion efforts by Washington state growers, in particular, have succeeded in convincing consumers that apples must be large and red.
The result, the council found out, is that Delicious varieties grown 3,000 miles from Virginia have pushed many local apples off, the retailers’ floor.
Virginia apples also are losing prestige in the market place because of their lack of uniformity, due to insufficient use of grading practices, and the fact that much of .the crop is still packed in round bushel baskets.
Competitive Washington state apples shipped to Virginia, at a freight cost of 75 cents per bushel, come packed in easily handled restangular crates, are uniform and graded, and the resulting high price offsets the extra transportation costs.
Yet, the study makes clear, Virginia's geographic location gives her a “natural” market of 40million people in ten states, only one of which (Pennsylvania) topsi the Old Dominion in apple production.
Among recommendation set forth in the report is a suggestion that intensive study be given the truck load limit regulations on Virginia’s highways to establish whether they present a serious obstacle to the movement of apples to market.
The report was prepared for the council's marketing committee by Mogene D. Newman of the College of William and Mary.
Mr. Newman concludes that the apple industry can reap a larger profit—provided it places a better product on the market, and is willing to keep step with modern, upto-date marketing practices that have boosted western apples.
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