The California Tree Fruit Agreement has a new plan designed to increase your bottom line. Things looked great as the California tree fruit industry began its 2003 season. The crop escaped major damage from a series of spring storms. By May, preseasonestimates predicted a crop slightly below the record produced in 2002. Accurate crop estimates were supplied to the domestic retail trade, and plans were in place to ensure an even higher level of retail promotion than the significant accomplishments of2002, when the industry saw a 15 percent increase in ad features. Consumer demand and acceptance for California fresh peaches, plums, and nectarines were on a steady climb, and per capita consumption levels were at their highest levels ever in 2002 despite very high retail prices.
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