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Abstract
Apple processors are an important link in the marketing chain from apple growers
to consumers, and their perspective is critical in understanding the industry’s situation
and projecting the industry’s future. This paper reports the results of a survey of
Northeastern U.S. apple processors. The survey was conducted to provide a snapshot of
current strategic issues in the industry, to assess the industry’s strengths and weaknesses,
to identify opportunities and threats, to forecast future trends, and to provide background
data for additional research in this industry. The survey results provide an overview of
trends, issues, and processor perspectives in the Northeastern apple processing industry.
The outlook of many processors for future of the industry is negative or uncertain.
Processors’ concerns reflect many of those held by the industry’s apple growers. The
processing sector faces a number of challenges in a rapidly changing and globalizing
market. Looking forward, the industry must consider how to make its products relevant
in current and future markets and how to compete effectively with global rivals.
Although the outlook of many respondents was negative or uncertain, the survey
responses also reveal several industry strengths and opportunities.
This survey was completed as a part of a larger research project focused on the
Northeastern apple processing industry. The final project results will identify and
analyze marketing strategies and opportunities in the industry. The research will convey
important data about consumer trends relevant to the processed apple industry, and this
data will be interpreted in the context of the industry’s current situation. The information
collected should be useful to growers and processors in assessing future opportunities and
enhancing competitive capabilities in their efforts to strengthen this important sector of
the regional apple industry.