The Core Quarterly

In August, we had a record-setting Outlook 2024 conference in Chicago, which attracted the largest audience in the event’s history. We also had record sponsorship support. It’s clear that Outlook has become a cornerstone of the apple industry. 

By welcoming attendees with a sunset cruise and offering ample networking opportunities over the following two days, no other conference brings together such an elite group of apple industry executives for collaboration and engagement. 

USApple’s Chris Gerlach kicked off with the much-anticipated Industry Outlook 2024 forecasting the 2024/25 crop.

Keynote sessions from Succession Planning and AgTech advances to an update from the Farm Credit Council CEO and Walmart’s Senior Sourcing Manager were a hit with attendees. And back by popular demand, two industry-led panels – one on collaborative marketing and another on social media – were also very well-received. 

See all photos from Outlook here! If you share photos, please give proper attribution to USApple.

Throughout the summer, USApple shared information about the industry’s labor challenges on social media to continue making the case for Ag labor reform. The compelling data shared is primarily based on USApple’s analysis of the recently released USDA Ag Census. Per our analytics, we saw better-than-normal performance and engagement on this series, meaning it resonated well with followers and was shared broadly.

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While press attention has focused on the November elections, USApple continued to push for our top legislative priorities throughout the summer, with extensive meetings and outreach to congressional offices and Administration officials. USApple led efforts of the Specialty Crop Farm Bill Alliance both in D.C. and with grassroots and Member visits to farms to ensure the “wins” achieved in the House Farm Bill – such as increased funding for research and export promotion programs – stay in the final product. Apple members of Congress championed these improvements on a bipartisan basis and as a result they were included in the House Bill and are supported by the Senate Committee leadership. Leadership of the House and Senate Agriculture Committees hope they can get a Farm Bill across the finish line post-election.

Election year politics make broad agriculture labor reform unlikely, so we focused efforts on targeted incremental improvements, including a two-year pause on increases to the AEWR and rolling back onerous new regulatory burdens imposed on H-2A users. Both are a big lift, but have bipartisan support with 120 House members voicing support for the wage freeze.  The wage freeze and regulatory improvements were included in the House funding bill for the Department of Labor, but that is the first step in a long process. Bipartisan legislation has also been introduced. USApple and our coalition partners will keep pursuing any and every opportunity available to give even nominal relief.

In April, Rod Snyder, the Senior Advisor for Agriculture to the EPA Administrator, visited USDA’s Appalachian Fruit Research Station in Kearneysville, WV at the invitation of USApple. Jim Bair and Mitchell Liwanag from USApple attended the tour, as well as Virginia grower and USApple Board Member, Philip Glaize III, and West Virginia apple grower, Don Dove.

The group discussed important climate-related apple research being conducted at the station. Projects include carbon sequestration in orchards, root architecture and implications for healthy trees, and rapid apple decline. USApple continues to work with EPA to ensure they understand the realities and challenges of the apple industry. Getting federal officials in front of growers and researchers is a great educational opportunity.

We sent a press release announcing the visit on saw press pick-up in these trade outlets:

• Fruit Growers News: EPA, USApple tour USDA Appalachian Fruit Research Station
• American Ag Network: EPA’s Senior Agriculture Advisor Visits Fruit Tree Research Station with USApple and Growers
• Fresh Plaza: EPA’s senior agriculture advisor visits Fruit Tree Research Station with growers
• Perishable News: EPA’s Senior Agriculture Advisor Visits Fruit Tree Research Station with USApple and Growers

The 2024 NextGen Apple Fellows chose to design and sell t-shirts for their class project, with all proceeds feeding back into the NextGen program – supporting the development of future industry leaders. The theme of the shirts is to promote eating more apples – a cause the industry has been excited to get behind this year.

Gear up and give back – if you’re going to Outlook, order your shirt today for pickup in Chicago! If your company wants to do a bulk order mailed directly to you, please fill this out.

USApple has stayed on top of the national recall of cinnamon applesauce pouches, informing members of any updates to the FDA’s investigation and keeping our Backgrounder updated with the latest. In February, USApple engaged with the New York Times newsroom, citing concerns about the Times’ headlines not accurately highlighting that cinnamon, not apples, led to the adulteration of these products.

As USApple members took their message directly to lawmakers on Capitol Hill during the fly-in, brand new charts from USApple Director of Industry Analytics, Chris Gerlach, quickly and effectively communicated the urgency and severity of the current challenges facing the industry.

The charts illustrate the following: As this industry knows very well, production is increasing, exports are declining, and prices are falling too. Unfortunately, production costs to grow those apples – already paid for before harvest – have been going through the roof. The primary factor driving those costs are the sizable and inevitable increases in the H-2A labor rates – the only currently viable source of skilled, seasonal employment. The industry has been pushed past the tipping point where, for many growers this season, expenses will far exceed revenues. This is not sustainable and it is in the power of lawmakers on both sides of the aisle to come together and make the necessary changes.

You can also find and download the high-res PDF here. We encourage use back at home in conversations with friends, neighbors and especially lawmakers at all levels of government.