Joel Brooks, Okanagan Specialty Fruits

Report
Arctic® Apples
Why create a nonbrowning apple?
OKANAGAN SPECIALTY FRUITS
Who is Okanagan Specialty Fruits?
Small, grower-led BC company
Founded in 1996 by apple
and cherry growers Neal and
Louisa Carter
Many shareholders are from
the tree fruit industry
Okanagan-based company
with just seven employees
What is an Arctic® apple?
The first nonbrowning apple
OSF’s flagship
project
Slices, bruises and
juice will not turn
brown
What is an Arctic® apple?
Just like any apple tree
Arctic apple trees behave in the orchard just
as conventional trees do – until the fruit is
bruised, bitten or cut...
Why develop nonbrowning apples?
Increase apple consumption
Why develop nonbrowning apples?
To create a consumption trigger
U.S. Per Capita Consumption (lbs)
16
Annual Consumption (lbs)
14
12
10
Fresh-cut Carrots
8
6
4
2
0
Source: USDA Economic Research Service
How’d we do that?
Relatively simple science
In science terms, we have
induced RNAi gene
silencing targeting the
inhibition of apple’s PPO
genes
In non-science terms: we’ve
replaced one piece of
railway track of a coast-tocoast railway with a slightly
different piece of track
Industry & consumer surveys
Industry interest survey (2007)
Survey of 40 industry leaders:
Generally very positive response
Freshcut potential strongly recognized
Questions re: consumer perception of GE foods
Q: Is OSF’s
nonbrowning apple
of interest to your
company?
Benefits of Arctic® apples
Benefits all along the Value Chain
IMPROVE
QUALITY &
REDUCE
WASTE
INCREASE
GROWER
RETURN
5
2
4
3
1
NEW PRODUCT
EXCITEMENT
DECREASE SHRINK
& INCREASE EYE
APPEAL
ULTIMATE
CONVENIENCE
Benefits of Arctic® apples
Contributing to sustainability
Up to 50% of apples
produced are wasted!
2nd most wasted produce
item after bagged salad
Arctic apples help show
fruit’s true quality
Future benefits planned
include pest resistance,
which can reduce
pesticide usage!
Benefits of Arctic® apples
Boosting apple consumption
Lower production costs of
freshcut apples
Higher quality with more
flavour, less treatment
Increase use of apples in
foodservice
More apples in more
places
Benefits of Arctic® apples
Freshcut consumption trigger
40%
35%
30%
25%
20%
15%
10%
5%
0%
Don't know
Strongly
disagree
Somewhat
disagree
Somewhat
agree
Strongly
agree
…Over two-thirds agreed they’d be more likely to purchase
untreated apple slices
Benefits of Arctic® apples
Consumer benefits
35%
30%
Pre-info
Post-info
25%
20%
15%
10%
5%
0%
Don't know
Not at all
likely
Not likely
Neutral
Somewhat
likely
Extremely
likely
Most consumers are interested in buying Arctic apples!
Arctic apple brand
Labeling Policy
We will be labeling all Arctic apples because we know
consumers will want to find them!
Our path to market
The regulatory process
Okanagan Specialty Fruits Inc. is a dynamic company
dedicated to developing new commercial tree fruit
varieties that are attractive to consumers and more
profitable to producers and retailers. The company is
operated and largely owned by tree fruit growers
throughout British Columbia’s Okanagan Valley.
For more information, contact:
[email protected]
and visit:
www.okspecialtyfruits.com
www.arcticapples.com

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