Apr 7, 2007

Michigan Apple Committee Research Funds Released to MSU

It’s important to keep Michigan’s fruit growing community updated on the status of Michigan Apple Committee’s research funding for 2006.

As many of you are aware, we’ve had difficulty selling Michigan apples to public institutions in this state.

•Some growers have called to ask why other states’ apples are being given to their children in school cafeterias when the school is located in apple-growing territory.
•Legislators have asked why the cafeterias and concession stands in state buildings have another state’s apples.
•And I receive calls from growers whose children are attending Michigan State University (MSU), the nation’s original land-grant college, who ask why they are not serving Michigan apples.
These are very good questions, but the solution has proven surprisingly difficult.

Demand is Present

We know that a whopping 85 percent of Michigan residents (Perishables Group survey, 2005) prefer a Michigan apple. Elementary, high school and college students are no different. They want to eat locally grown produce!

Also, Michigan’s difficult economic environment and the declining number of manufacturing jobs has encouraged more Michiganians to support our local industries – especially when the product is outstanding, like a Michigan apple.

For many years we have been challenged moving Michigan apples through the same food service channels as the hamburger, hot dog buns and carrots to get into the schools, colleges, state cafeterias and restaurants.

For the last two years the Michigan Apple Committee has given this a high level of attention through:

•sales calls on foodservice suppliers;
•a sales contest with some food service suppliers;
•pull-through activities like our hotel apple promotion; and
•focused efforts on farm-to-school.

Specifically regarding MSU, MAC has worked with the Food Services staff since January 2005. We sought to convince them that Michigan apples were available for their entire school year (and longer), that our quality was excellent and our flavor superior. At that time, only 2 to 6 percent of apples purchased by MSU were from Michigan.

MAC and MSU worked together to hold an Apple Festival in dorms in Fall 2005. It featured menus designed around a variety of processed and fresh apple products, with fun prizes and apple contests in the cafeterias. MAC looks forward to supporting these activities again this fall!
Despite stronger Michigan apple sales to MSU last fall (34 percent market share for Michigan), winter brought a change in buying habits that again pushed Michigan apples out of most, if not all, cafeterias.

This occurred in spite of the fact that MAC’s research support has averaged more than $252,000 of grower funds over the last several years. We support research aimed at growing techniques, postharvest storage, IPM, pest control and other vital projects.

Consequently, the MAC board determined in March that it was vitally important to urge MSU to use Michigan apples by tabling the research funding traditionally announced in March. MAC board members know that fruit growers have a long, rich history of supporting MSU with research funds, tax dollars and children’s tuition, as well as legislative support.

In recent weeks, we are re-engaged in productive conversations to strengthen the university’s support of Michigan apples in the coming year. And at an early May meeting, MAC’s board voted unanimously – although with reservations – to release funds to MSU researchers in the amount of $249,544 because of the urgency of the spring research period.

We have no doubt Michigan can deliver quality apples to MSU’s students and staff, as we do for 11 or 12 months of the year to retailers in more than 20 states and several countries abroad.

Our board and I look forward to a long and mutually beneficial relationship with our land grant college, even as we address the need for MSU to provide high-quality, locally-grown produce that supports the home team!

Denise Yockey is executive director of the Michigan Apple Committee.