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Ambrosia is a superior apple - its eating quality, ease of growing in the Okanagan-SImilkameen climate, and consumer appeal make the apple a winner. Some niche markets exist where pricing remains at the level this premium variety deserves, but these smaller markets are limited in comparison to the total market. In the broad Western Canadian marketplace, Ambrosia prices have slipped over the past four years, at least for the major packinghouses.
Some commentators say that Ambrosia supply has finally exceeded demand. However, this does not recognize some basic facts:
- Ambrosia is still under protection in many areas of the world, for many more years.
- Ambrosia is not being heavily planted in Washington State, due to the hotter Washington State climate and the Washington State focus on Cosmic Crisp.
- Total Ambrosia production, current and projected, is miniscule in comparison to world production of apples.
Ambrosia ‘has legs’ and should be an important premium apple for years to come.
For BC, there is no apparent successor to Ambrosia. A new variety takes many years of testing and many years of slow expansion to test the market acceptance for the variety. Ambrosia itself has taken over 20 years since it came on the scene as a superior apple. Potential to license new apple varieties is limited, and why should the BC apple sector bother with another new variety if it cannot get Ambrosia right?
This leads to the conclusion that the industry needs to rethink the way Ambrosia is marketed. Selling all of the Ambrosia in Western Canada is a problem - the supply-demand equation is not in line with premium pricing. Therefore, establishing markets in the rest of Canada, Western US, and Asia is important to keeping the supply-demand in balance in Western Canada. Premium markets have been established in Vietnam, and about 10 years ago, premium markets existed in California and Arizona retail space for Ambrosia. Ten years ago, Ambrosia was often prominently displayed at the front of the produce section, on its own, and consumers were willingly snapping up the variety in the marketplace at premium prices.
An important aspect to maintaining premium prices is to segregate your product as having unique and superior characteristics, as Ambrosia does. In the past 10 years, less BC Ambrosia have been sold into the US markets in the same way, and the premium niche therefore needs to be re-established, if that is feasible. Other markets need to be explored too. The New Tree Fruit Variety Development Council (NVDC) has convened 2 (soon to be 3) meeting of packers to push forward a modernized marketing plan for Ambrosia. Packinghouses are strengthening their marketing capabilities. The Tree Fruit Competitiveness Fund targets “Markets” as one of its priorities. This all bodes well for a renewed premium-product strategy. In BC, we are not low-cost producers, so we must maintain premium products in the marketplace in order to survive.
Equally important to market segregation is product quality. Packinghouse attention and field monitoring of maturity, proper nutrition to maximize eating and storage quality, continued improvements in Controlled Atmosphere storage to preserve flavour, and maximizing colour through horticultural practices are all needed for Ambrosia to provide the best eating experience. Fortunately, growers may apply to the “Light Reflecting Material Program” of the NVDC - see www.nvdc.ca - to get assistance with the purchase of white woven fabric which is laid between tree rows to reflect light and increase red apple colour. The program provides funding towards the purchase of the materials with the support of the Tree Fruit Competitiveness Fund.
In addition to enhancing red colour, growers need to work with their horticultural advisors to ensure good size, optimal harvest dates, and storability. There are several horticultural techniques in trying to even out harvest maturity and possibly double-picking to make top quality. The best horticultural advice and knowledge is critical to growing the best Ambrosia for the marketplace.
Ambrosia has a bright future, if industry can craft a strategy to re-engage premium markets and re-gain premium pricing. Working together, the industry can return Ambrosia to its rightful place as the best apple in the marketplace.
