Dear Editor:
I couldn’t disagree more with Keith Carlson and the position of the BCFGA regarding the Arctic Apple.
One of the fundamental parts of good marketing is product differentiation. Particularly, product differentiation with a premium price. The local example of this is VQA wines.
At this moment, B.C. Growers have a chance to differentiate their brand and apples from those of their U.S. counterparts.
This is a first, usually growers are in the same boat as our Washington State counterparts our income at least in part dependent on the size of the Washington State crop.
Because the Arctic has been approved in the US (and so far not in Canada) the US brand will be associated with GMOs and GMO production.
If B.C. growers can keep the CFIA from approving or the government from allowing the release of the Arctic in Canada, our brand will “GE, GMO Free.” This is an exceptional differentiation.
A second component of good marketing is scarcity.
B.C. produces three per cent of the apple crop in North America, Carlson’s own corporate research shows 41 per cent of apple consumers will not knowingly buy a GMO apple.
The success of the Ambrosia apple is just as Keith describes, B.C. growers had supply and international markets wanted the apple-demand is greater than supply, prices reflect that curve.
By rejecting the Arctic, the BCFGA is wanting a repeat of the Ambrosia for all varieties of B.C. grown apples.
It does not take rocket science to figure out that if you are the three per cent producer, selling to 41 per cent of the demand, your apples and resulting prices will be at a premium.
The BCFGA says, let us have our No Arctic niche. We don`t mind being left off the bus, don`t want to be included in the GMO revitalization Keith projects.
Personally, I think the CFIA application should be withdrawn, (it is not inevitable, OSF can still act) which is the wish of the vast majority of B.C. growers.
In any event the BCFGA is correct in wanting to pursue sound marketing principles,
I only hope our local MLAs Mr. Ashton and Mr. Letnick, and our local MP`s Mr. Albas and Mr. Cannan are supportive of their efforts.
Fred Danenhower
Summerland