June, 1998

IPM apple juice hits the shelves in Canada, sales slow


An Ontario apple juice maker and group of growers has teamed up with the World Wildlife Fund of Canada to market juice made from apples grown using IPM techniques.
"Allen's Ecological Apple Juice" hit the market in January and has seen slower than expected sales, according to Eric Tonellato assistant brand manager for SweetRipe Drinks, the makers of the juice.
"The feedback from retailers has been positive, but it's a new product and the awareness of reduced-pesticide products isn't there even though we've had great articles in the two Toronto papers," he said.
The price of the apple juice may also have an negative effect on sales, Tonellato said. It sells at a premium price of $1.99 to $2.49 compared to regular apple juice at $1.49 because SweetRipe paid a premium price for the IPM-produce apples.
"We will probably give it a try next year," Tonellato said. "It's a totally new concept and product and we must give time to allow the market to be more accepting of pesticide-reduced products and the little bit of premium price."
The IPM apple juice is a collaborative effort between WWF Canada, SweetRipe Drinks and eight apple growers in the Georgian Bay region of Ontario.
Drawing on IPM experience from the U.S., Europe and Ontario, the WWF worked with local farmers to develop and implement practices for the growing of four million pounds of juice apples. The protocol growers needed to follow to produce these apples focused on: pest prevention (including the nurturing of beneficial insects); intensive insect and disease monitoring so pesticides would be applied only when necessary; and the exclusion of many harmful chemicals.
At the end of the growing season, an independent inspector assessed compliance with the protocol. One orchard block was disqualified for lack of adequate records.
"Consumers, brand-name food companies and grocery stores should take note," said Julia Langer, WWF Canada's director of wildlife toxicology. "This juice proves that pesticide reduction is really possible on a commercial scale.
Allen's Ecological Apple Juice is the first result of WWF's "Field-to-Table Project," an initiative which recognizes brand-name food processors as a critical bridge between consumers and farmers who will use IPM techniques and reduce pesticides if the demand is there. Apples were chosen as the prototype by the WWF because the organization believes they are "grown, processed and consumed in Canada and tend to be heavily sprayed." WWF Canada invested in the development of and the protocol and coordination of farm-level activity, but derives no revenues from the sale of apple juice.