|GHQ|FOCUS ON FRESH
FRESH TALK By Lindsey Wojcik
USAPPLE WEBSITE BLOSSOMS
The U.S. Apple Association (USApple) has released its first new website, still
housed at usapple.org, in more than a decade in an effort to better reach
consumers, industry members and others.
“The key here was developing a modern, mobile-reactive site that
speaks to our many audiences in a more friendly and visually-stimulating
way without losing our equity in being the voice of the apple industry,”
says Wendy Brannen, director of consumer health and public relations for
Vienna, Va.-based USApple.
Brannen managed the project and hired WHOISCARRUS, a micro-adver-tising agency based in Orlando, Fla., that has a strong background in web
development. WHOISCARRUS helped the commodity group maintain key
components of the site that address its position on serious topics ranging
from food safety to ag labor reform while increasing the appeal to consumers and usability for USApple members. The site is also a resource for media,
foodservice professionals, nutritionists, educators, retailers and anyone else
involved or interested in the apple industry.
The new site incorporates the Blogging for Apples blog, which before
was housed on a separate domain. “Now, folks can easily find delicious on-trend recipes, fascinating grower profiles and ways to get involved in our
fun seasonal PR campaigns,” adds Brannen.
The site features a better visual representation of all facets of the
industry—from orchard shots to food photography, juices, sauces and
slices and blooms to field bins. A Meet the Growers section is also promi-
nent on the home page.
A new, password-protected section of the site includes a member data-base and access to the association’s publications, which are available only to
members. Members can also easily renew their membership or find event
information. “Our staff compiles useful industry information in the form of
storage reports, annual crop forecasts, and real-time issues updates that are
extremely timely and relevant,” says Jim Bair, USApple’s president and CEO.
For more information, visit usapple.org.
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