October 2013 Issue

Learning from last season

Last year’s apple crop taught some odd marketing lessons.

The 2012 U.S. apple crop holds some lessons for apple marketers, lessons that are not “intuitive.” For example, consumers will buy apples even at high prices. Steve Lutz, executive vice president of the Nielsen Perishables Group, is an analyst who tries to understand people from what they do while shopping in supermarkets. He spoke to about 320 people who attended the U.S. Apple Crop and Market Outlook Conference in Chicago on August 23. “This year was really different because of what happened with the eastern apple crop,” he said. Freezes in the East and a large crop in the West […]

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October 17, 2013

Production, Apples, Issues, Trade, Marketing, International, Richard Lehnert

Richard Lehnert

After growing up on a Michigan dairy farm, Richard Lehnert began writing about farming in 1962, while still a junior studying journalism at Michigan State University. He worked at newspapers for a year before joining the staff of Michigan Farmer, where he spent 26 years, the last 15 as chief editor. He was a member of the staff of Good Fruit Grower from 2010 until 2015. Read his stories: Story Index

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