Okanagan growers debate marketing future of Ambrosia apple
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November 19, 2015 - 6:30 PM
OKANAGAN - Producers of the Ambrosia apple are considering whether to extend a levy used to market the new varietal.
Ambrosia producers have paid a $.25 per lb. levy since 2001, shortly after the new apple was introduced, used to promote the fruit to consumers and further its research.
The levy was renewed in 2006 and 2011 and is up again for consideration during a plebiscite to be held in June, 2016.
Ambrosia apples have enjoyed great success since their introduction, grown now on over 1,000 acres in B.C. with that number expected to double by 2020, according to a media release from the New Tree Fruit Varieties Development Council.
However, council chair Bruce Currie says the Ambrosia apple needs to expand into untapped markets to continue that growth expansion.
Currie says meetings with growers over the future of the apple will be held in advance of the June plebiscite.
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