per capita in the U.S. was an estimated 13. 5
pounds in 2014, and volume was approximately 4. 3 billion pounds. The NWPB partakes in promotions to help keep these numbers strong.
For example, every year the N WPB partners
with the National Watermelon Association for
a national retail display contest. The contest
encourages produce managers to create an
eye-catching in-store display that promotes
watermelon of any kind, shares storage and
selection tips, and includes extras, like recipes.
There is also the option to create a patriotic
setup to win the “star-spangled watermelon”
As incentive, prizes for the contest include
a grand prize trip for two, $1,000 for the
national first place winner, $250 each for nine
regional first place winners, $100 each for nine
regional second place winners and $75 each
for nine regional third place winners.
NEW YORK APPLE ASSOCIATION
The New York Apple Association (NYAA)
represents New York-based apple growers.
The association has three designated
responsibilities: promote and advertise New
York apples and apple products; carry out
market and consumer research; and offer
grower informational services that include
public and government affairs, outreach and
NYAA designs promotional efforts that
are separated into two categories: trade and
“We reach out to retailers with tools that
can help them sell more New York apples,
through advertising, couponing, consumer
demos and digital sales aids,” says Jim Allen,
association president. “We have tapped into
the massive online marketing tools that retail-
ers can utilize to reach their loyal customers,
like using online coupons and IRC at point-
of-sale or through retailer mailers. This pro-
cess also allows us to filter out or select certain
consumers, based on their buying habits.”
Based in Fishers, N.Y., NYAA also offers
grower informational services that address
various industry issues, ranging from labor,
immigration and food safety to government
On the consumer side, the NYAA reaches
NORTHERN PLAINS POTATO GROWERS
out with messages through print media,
TV and radio. “We develop and deliver tar-
geted messages that communicate consumer-
friendly messages to promote various apple
attributes, like homegrown, locally produced,
freshness, nutritional values, high-quality and
flavor profiles,” Allen adds. “We emphasize
the importance of supporting local agricul-
ture, and that our industry supports green and
sustainable growing practices that deliver the
safest apples in the marketplace.”
NYAA also reaches consumers via social
media, through channels such as Facebook,
Pinterest and Instagram, officials add.
In 1946, a group of concerned potato growers in eastern North Dakota and northwestern
Minnesota, determined to represent the area’s
potato industry, united to form The Red River
Valley Potato Growers Association. In 1948
the growers built the building that today still
houses the association’s headquarters in East
Grand Forks, Minn. As it started to include
potato-growing areas outside of the immediate Red River Valley, in 2001 the Association
changed its name to the Northern Plains
Potato Growers Association (NPPGA).
“The Red River Valley is the nation’s largest producer of red potatoes for the fresh market. This past year, it produced more than 500
ORGANICS GET OPTIONS
The Organic Trade Association (O TA) announced at the start of 2016 that all organic farmers and
handlers in the U.S. will now have the option to decide whether or not to pay into and participate in
commodity check-off programs.
This new legislation provides choice for organic farmers, who can now invest in the unique needs of
growing organic produce, which, the OTA notes, have been mostly unaddressed by conventional check-off programs.
The USDA estimates that this will free up an extra $13.6 million dollars yearly for organic stakeholders, which means that those who choose to opt out can focus their dollars on a new proposed organic
research and promotion program that is under review by the USDA. Called GRO Organic, the OTA
designed this program to function like a check-off for the organic sector.
GRO Organic will benefit the entire organic sector, as opposed to a single commodity, officials say.
This program could raise up to $30 million yearly for industry research, funds which will be dedicated to
growing market share for organics through promotion, research, education and increased supply.
There are currently 22 commodity check-off programs in the U.S., funded by commodity producers.
OTA officials add that the new exemptions will take some of the funding dollars away from the conventional check-off programs.