Q3 2025
Q3 2025 |
01/06
Outlook 2025
Outlook 2025 in Chicago was a tremendous success. We had record-breaking attendance and sponsor support. From powerful discussions and panel sessions to meaningful connections made throughout the event, the energy at this national apple gathering is unmatched – and reminds us why we thrive when we come together.
See all photos from Outlook here! If you share photos, please give proper attribution to USApple.
Check out some of this year’s sessions and presentations:
The Squeeze is On: Navigating Consumer Expectations in Fresh and Processed Apples
Tom Barnes, Chief Executive Officer, Category Partners, LLC
Cut, Crushed and Concentrated: The Evolving Market for Apple-Based Products
Live Poll Results (The poll results do not represent USApple recommendations, but rather the input and perspectives shared by the audience.)
Industry Outlook & Global Crop Report | Live Poll Results (The poll results do not represent USApple recommendations, but rather the input and perspectives shared by the audience.)
Chris Gerlach, Vice President, Insights & Analytics, USApple
Block-Level Accounting for Breaking Even
Karina Gallardo, Extension Economist, Washington State University
Turning the Tide: How Today’s Struggles Will Redefine Tomorrow’s Orchards
West Mathison, President, Stemilt Growers Inc.
Welcome Sauer, Retired Agriculture Executive
USApple staff at Outlook 2025.
A panel session at Outlook featuring (L to R) David Figliola, Senior Director, Produce, H-E-B; Kristen Walla, Business Development Manager, Produce, H-E-B; and moderated by Mike Preacher, Vice President of Superfresh Growers.
Outlook attendees network ahead of a session.
Q3 2025 |
02/06
Industry Outlook Report
Industry Outlook 2025 provides the most up-to-date data and sharp analysis on U.S. and global apple production, utilization and trade.
Authored by USApple Vice President of Insights and Analytics, Chris Gerlach, the Outlook report provides:
- A comprehensive look at current crop conditions, state-by-state production estimates, varietal trends, and international market dynamics.
- Key economic factors affecting growers, including labor costs, input prices, and consumer demand patterns.
Serving as both a reference and forecasting tool, the report equips apple industry leaders, policymakers, and allied stakeholders with the insights they need to navigate challenges and identify opportunities in the year ahead.
The Outlook Report features the official USDA estimates. Following the presentation of these figures at Outlook, USApple members met in person to discuss current growing conditions and develop a more up-to-date crop estimate.
Q3 2025 |
03/06
Labor Reform: Key Updates and What’s Ahead
USApple remains fully engaged in labor reform efforts, working closely with coalition partners to ensure the apple industry’s interests are represented as changes to the H-2A program are considered.
There have been several important updates:
- New AEWR Methodology: USDA will discontinue the Farm Labor Survey as the basis for the Adverse Effect Wage Rate (AEWR). Under the new approach, each state will have two rates—Level I and Level II—based on job skills and qualifications listed in growers’ job orders. Employers providing free housing may deduct an Adverse Compensation Adjustment from the standard AEWR. AEWRs in major apple-producing states are expected to decrease in 2026, with reductions varying by job classification and housing eligibility. Here is a Topline overview of AEWR rates and housing deductions and USApple’s full statement on the proposed AEWR change.
- Wage Rule Vacated: DOL has vacated the 2023 Wage Rule, restoring the use of a single AEWR for all tasks.
- Interview Waiver Reinstated: The State Department has reinstated the interview waiver for returning H-2A workers from Mexico, effective September 2025.
USApple will continue to work closely with our congressional champions and the Trump Administration to advocate for a stable, predictable, and cost-effective workforce.
USApple Sr. Vice President Diane Kurrle (third from left) attended a meeting in Speaker of the House Mike Johnson’s office in July, where she raised the importance of AEWR reform.
Kurrle with (L to R) Steve Smith, Washington Fruit Growers and USApple Chairman; Mark Powers, Northwest Horticultural Council president; Congressman John Moolenaar (R-MI); Sean Gilbert, Gilbert Orchards. The group discussed trade priorities and thanked the Congressman for his leadership in advocating for an AEWR freeze.
A chart developed by USApple’s VP Chris Gerlach illustrates that since 2023, grower prices are down by 28% while Labor Costs (AEWR – not including housing, transportation and other administrative fees) are up 9%.
Q3 2025 |
04/06
MASC Payments Move Forward After Industry Push
In July, growers begun receiving the second round of Market Assistance for Specialty Crops (MASC) payments. Although the program was temporarily paused for White House review, strong advocacy from USApple, our coalition partners, and congressional offices helped move it forward by highlighting the urgent economic challenges growers are facing.
Growers who applied for the program and received an initial payment automatically received this second round. USApple thanked Secretary of Agriculture, Brooke Rollins, on social media for her leadership in moving this initiative forward – and she reshared our post on her own account.
Q3 2025 |
05/06
USDA to Buy $35M of Fresh Apples
The U.S. Department of Agriculture (USDA) announced on August 1st that it will purchase up to $35 million of fresh apples for distribution through nutrition assistance programs across the country, as part of a Section 32 purchase.
USApple plays an active role in helping ensure these purchases deliver maximum impact. We conduct market update webinars for USDA’s Agricultural Marketing Service (AMS) staff and survey major apple-producing states to report the varieties and sizes most available. This coordination helps USDA stretch its dollars further, reaching more Americans and doing the most good for the apple industry.
Q3 2025 |
06/06
USApple Welcomes New Board Members and Slate of Officers
USApple’s 2025-26 elected board officers are:
- Chair: Steve Smith, Vice President, Marketing, Washington Fruit Growers; WA
- Vice Chair: Philip Glaize, III, Head of Operations / Sales, Glaize Apples; VA
- Treasurer: Kaari Stannard, President & CEO, Yes! Apples; NY
- Secretary: Liz Pauls, Wittenbach Orchards, LLC; MI
- Immediate Past Chair: Brett Baker, President, United Apple Sales LLC; NY
You can find all of our Board members on our website here.
Q2 2025
Contents
USApple Push Helps Unlock Second MASC Payment
Ag Priorities in the One Big Beautiful Bill Act
USApple Engages Early with Key D.C. Decision-Makers
New Health Backgrounders
USApple Webinars: Forecasting Weather & Markets
USApple Brings Data and Advocacy to the 2025 Premier Apple Forum
NextGen Fellows Share Fresh Perspectives in #FreshPicks Series
Q2 2025 |
01/07
USApple Push Helps Unlock Second MASC Payment
USDA announced a second round of Marketing Assistance for Specialty Crops (MASC) payments on April 30th and funds were released at the end of June.
USApple, in coordination with coalition partners and congressional offices, urged the Trump Administration to move forward with this program, highlighting the urgency of grower needs. Growers who received an initial MASC payment automatically get a second round.
MASC was created to help address rising costs and economic strain on specialty crop growers. USApple provided input to USDA and Congress to ensure the program is accessible and straightforward. Modeled after CFAP2, MASC reflects lessons learned and aims to deliver timely relief to apple growers.
Q2 2025 |
02/07
Ag Priorities in the One Big Beautiful Bill Act
USApple and our Specialty Crop Farm Bill Alliance partners advocated tirelessly for the inclusion of key farm bill priorities in the House and Senate versions of the “One Big Beautiful Bill.” This effort withstood the lengthy debate and amendment process, resulting in an increase in funding for the Specialty Crop Block Grant Program, Specialty Crop Research Initiative and export promotion. USApple also joined efforts in support of tax provisions such as estate tax relief and bonus depreciation.
Q2 2025 |
03/07
USApple Engages Early with Key D.C. Decision-Makers
As President Trump continued appointing key personnel through the second quarter of the year, USApple proactively engaged with senior officials across the Administration to advocate on a wide range of issues impacting apple growers.
We met with high-level staff and leadership from:
- U.S. Department of Agriculture (USDA)
- Food and Drug Administration (FDA)
- Department of Labor (DOL)
- U.S. Trade Representative (USTR)
- The White House
- Office of the Speaker of the House – Rep. Mike Johnson
Priority issues discussed include:
- Agricultural labor
- H-2A bureaucratic delays
- Adverse Effect Wage Rate (AEWR) reform
- Tariffs on apples in export markets
- Non-tariff trade barriers (e.g., sanitary/phytosanitary rules)
- Research project funding
- Government purchases of apples and apple products
- Pesticide residue testing regulations
USApple President & CEO Jim Bair (R) with Northwest Horticulture Council president Mark Powers in front of Speaker of the House Mike Johnson’s office.
USApple Board of Directors Officers Philip Glaize III (L) and Steve Smith in front of the USTR building in Washington D.C.
USApple SVP Diane Kurrle (second from left in middle row) with agriculture coalition members at the White House.
Q2 2025 |
04/07
New Health Backgrounders
To complement our nutrition-focused social media content, USApple developed a new series of health Backgrounders on our website. These resources help educate stakeholders and highlight the role apples play in a healthy diet. They also support our Search Engine Optimization (SEO) strategy – already, one of the pieces ranks among the top five best-performing posts on our website.
Q2 2025 |
05/07
USApple Webinars: Forecasting Weather & Markets
Weather Webinar
In April, USApple hosted a Weather Outlook Webinar featuring Drew Lerner, an agricultural meteorologist with four decades of forecasting experience. Drew shared insights on potential weather patterns that could affect 2025 apple production.
USApple Insights
In May, USApple Vice President Chris Gerlach presented the revised and final USDA production data from the 2024/25 season and previewed the upcoming harvest. The session explored recent trends in U.S. apple storage and movement, along with political developments impacting trade and market access.
Chris presents during the May harvest wrap up webinar.
Drew Lerner presents during the annual weather webinar.
Q2 2025 |
06/07
USApple Brings Data and Advocacy to the 2025 Premier Apple Forum
USApple attended the 2025 Premier Apple Cooperative Forum in Syracuse, NY, where East Coast industry leaders gather annually to discuss market dynamics and issues impacting the region.
USApple Vice President of Insights & Analytics Chris Gerlach presented an in-depth analysis of U.S. and Canadian apple production trends and forecasts.
USApple Senior Vice President Diane Kurrle detailed key developments in Congress and the Trump Administration, outlining how USApple is actively engaging on regulatory and legislative issues shaping the future of agricultural policy.
USApple staff at the Premier Apple Cooperative Forum.
Chris presents at Premier.
Diane presents at Premier.
Q2 2025 |
07/07
NextGen Fellows Share Fresh Perspectives in #FreshPicks Series
This quarter, USApple spotlighted three 2025 NextGen Fellows in our #FreshPicks video series, showcasing the innovation and passion driving the future of apple growing.
- In the Pacific Northwest, Shelbi Perkins of BeeHero underscored the essential role of pollinators in producing a strong apple crop.
- William Gant of CMI Orchards shared how sustainability isn’t just a practice—it’s a mindset guiding every step of his company’s approach to growing.
- In Virginia, Marshall Saunders of Saunders Brothers Inc. shared progress from his family’s fourth-generation orchard and the strategies behind their continued success.
Watch Marshall’s video here.
Watch William’s video here.
Watch Shelbi’s video here.
Q1 2025
Q1 2025 |
01/06
Capitol Hill Day 2025
More than 90 apple leaders from 14 states gathered in Washington, D.C., for USApple’s annual Capitol Hill Day, meeting with more than 100 members of Congress and Administration officials.
Guest speaker Senator Elissa Slotkin (D-MI) addressed attendees, acknowledging growers’ labor challenges and highlighting Congressional efforts to support specialty crops. On the Hill, attendees advocated for ag labor reform, Farm Bill specialty crop programs, and fair trade policies. USApple officers and the Government Affairs Committee also met with two Trump Administration officials, including newly-appointed Deputy Secretary of Labor Keith Sonderling, and Riley Pagett, USDA chief of staff for international trade.
Lastly, the USApple Political Action Committee (PAC) held a reception to support Congressman Dan Newhouse (R-WA), a leading voice for agriculture on labor and trade. For more pictures and social media posts about the event please click here.
The Washington Delegation meets with Rep. Kim Schrier (D-WA).
Senator Slotkin (D-MI) chats with attendees after her breakfast speech.
USApple president and Officers meet with Riley Pagett of USDA (left).
Q1 2025 |
02/06
USApple Core Health Campaign: Promoting Apples’ Wellness Benefits
In February, USApple launched its second annual “Core Health” social media campaign, spotlighting the numerous health benefits of eating apples. Building on last year’s success, the campaign generates strong engagement and positive feedback.
This year, the visuals focused on people enjoying apples in various real-life settings, each tied to a specific health benefit. By leveraging the power of “infotainment” and the appeal of relatable faces, the campaign effectively captured attention and delivered key wellness messages to a broad audience.
- Video 1 – Brain
- Video 2 – Heart
- Video 3 – Cholesterol
- Video 4 – Blood Sugar
- Video 5 – Cancer
- Video 6 – Gut Health
- Video 7 – Whole Body
Q1 2025 |
03/06
USApple Data Expert Shares Insights Across Industry
Chris Gerlach, USApple’s Vice President of Insights and Analytics, presented at several prominent industry conferences, offering valuable analyses on apple production, movement, trade, and emerging challenges and opportunities.
Drawing from USApple’s comprehensive data resources, Gerlach’s presentations highlighted critical trends and projections designed to help industry stakeholders navigate the evolving apple marketplace.
- Mid-Atlantic Fruit & Vegetable Expo in Hershey, PA
- International Fruit Tree Association’s 2025 Annual Conference in Rochester, NY
- CiderCon 2025 in Chicago, IL
Chris presenting at the Mid-Atlantic Fruit & Vegetable Expo.
Chris presenting at CiderCon.
Chris presents “Trends in North American Apple Production” to IFTA attendees.
Q1 2025 |
04/06
Building Relationships with the 119th Congress
USApple staff have been actively engaging with Members of Congress—both re-elected and newly elected—as part of the new Congress sworn in on January 3rd. From face-to-face meetings in congressional offices to strategic touchpoints at various D.C. events, we are working diligently to keep relationships strong and ensure apples and our industry’s priorities remain top of mind.
USApple President & CEO Jim Bair met with U.S. Representative Dan Newhouse (R-WA) at the residence of Japan’s Ambassador to the U.S. during a celebration honoring Japan’s Emperor’s birthday.
USApple Senior Vice President Diane Kurrle (R) and Michigan Apple Committee Executive Director Diane Smith met with Congressman John Moolenaar (R-MI).
Diane participated in a business coalition meeting with Speaker of the House Mike Johnson’s staff, later visiting the Speaker’s Capitol balcony.
Q1 2025 |
05/06
2025 NextGen Apple Fellowship
In January, we announced the 2025 Class of NextGen Apple Fellows:
- Julieta Castillo, Marketing Coordinator, Superfresh Growers, WA
- Zachary Cohen, Sales, Cohen Produce Marketing, PA
- William Gant, Production Coordinator, CMI Orchards, LLC, WA
- Theresa Kober, Food Safety Manager, Riveridge Produce Marketing, Inc, MI
- Tyler Mooney, Planning & Analytics Manager, Stemilt Growers, LLC, WA
- Shelbi Perkins, Key Account Manager PNW, BeeHero, WA
- Marshall Saunders, Sales, Saunders Brothers Inc., VA
With the help of the USApple NextGen Advisory Committee, chaired by USApple Board member Liz Pauls, each fellow went through an extensive application and interview process. We received many highly qualified candidates this year. The class kicked off their program in Washington D.C. for Capitol Hill Day. We also introduced each fellow on our Instagram.
Fellows from WA on Capitol Hill Day.
Fellows with Keith Blackman who facilitated Media Training.
Q1 2025 |
06/06
USApple Submits Comments on Carbaryl Use
USApple submitted comments in response to the U.S. Fish and Wildlife (FWS) draft biological opinion for carbaryl. USApple detailed how carbaryl is very important for insect pest control and as a growth regulator particularly for the purpose of chemical thinning for apple orchards.
