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  • October 2010 Issue
  • Story by Richard Lehnert

    • The apple world in 2020

    Marketing is changing fundamentally.

    A panel of experts took a look ahead at what the apple industry might be like in 2020, ten years from now. It was part of the U.S. Apple Association’s outlook and marketing ­conference in Chicago in August. Perhaps not surprisingly, the marketing side of the apple business seems a little fuzzier than does the production side. Steven Muro, with Fusion Marketing in California, envisions a world in which its 7.6 billion people will carry 3 billion “mobile devices that will change everything.” Instead of a wallet, people will carry smart phones with GPS that will put them in instant […]

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    Production, Apples, Trade, Marketing, Richard Lehnert
    Picture of 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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