Apple Marketing for BC Apples:
A New Path Forward
The Orderly Marketing Project
March 2024: A series of grower meetings were held March 11-13, 2024 to review and discuss a report on “Proposed BC Apple Marketing Commission – The Basics” prepared by a past General Manager of the Farm Industry Review Board.
January 2024: The final report of the facilitated grower sessions, which were held across the Okanagan from January 8th to 10th, is now available.
Next Steps – as recommended by the Project Management Committee:
- Communicate responses to the outstanding questions and issues to growers and packers,
- Hold additional grower meetings to outline the responses to the questions as outlined in project summary report, and
- Consider a vote on a commission.
If an organization decides to act for the entire industry on the recommendations and next steps, then it will plan to seek a decision from growers on an Apple Marketing Commission. If no industry organization acts on the recommendations, then the status quo will continue.
Project Reports and Surveys
An expert consultant was engaged to come up with a recommendation for orderly marketing and resolving industry issues.
4 Recommendations as shown in the previous report
1. Collect statistics to ensure packers and growers are informed with good information to make decisions.
2. Provide a forum to discuss apple price trends, coordination of supply, and price expectations. Although this practice is normally not permitted under Canadian competition laws, the Globalwise report notes this coordination would only be possible under an Apple Marketing Commission.
3. Set and monitor quality standards to ensure fairness to ensure apples are properly labeled with the appropriate grade, restoring fairness between packers, and retaining BC’s reputation for high-quality apples.
4. Establish a professionally managed promotion program, funded by growers and partners with the government.
Understanding the Differences: Marketing Commission VS Marketing Association
Understanding the Differences: FAQ
There are many pros and cons to both an orderly marketing commission and an apple marketing association.
Understanding the Business Case: Marketing Commission vs. Marketing Association
| Apple Marketing Commission | Apple Marketing Association |
| Business Plan & Budget | Business Plan & Budget |
Q&A
The Q&A section addresses some of the most common queries growers have about this project. We believe in providing clear and concise answers to help growers get all the clarity they need.
Survey
A grower survey was available from August 4th to September 15th and has now been analyzed.
Feedback
Please reach out with your questions, comments, and concerns. Your feedback is an important part of this project.
Funding Acknowledgment
Opinions expressed in this document are those of the authors and not necessarily those of the Government of British Columbia or the Investment Agriculture Foundation of B.C. The Government of British Columbia, and the Investment Agriculture Foundation of B.C., and their directors, agents, employees, or contractors will not be liable for any claims, damages, or losses of any kind whatsoever arising out of the use of, or reliance upon, this information. This site was prepared by the BC Fruit Growers’ Association.
Apple Orderly Marketing Forum 