USApple

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Yes, Virginia, there was a "Johnny Appleseed" who traveled the highways and byways of 19th Century America sowing the seeds of today's orchards. But if John Chapman were alive today, there's little he'd recognize about the industry he helped nurture.

He might not even recognize apple trees, which have been downsized to reduce the need for pesticides and space required to grow them. It's unlikely that he could name more than a few of the 2,500 varieties of apples grown in the United States today. His apples didn't come with little stickers on them. And the practice of Integrated Pest Management, which combines biological, cultural, physical and chemical tools to minimize economic, health and environmental risks, would be foreign to him.

But it's not foreign to the U.S. Apple Association (USApple), which manages the issues that affect growing and marketing the popular fruit. With roots dating back to 1895, USApple represents 9,000 growers from Maine to Washington state.

USApple's 10-person staff manages a variety of initiatives on behalf of its member growers, packers and shippers, marketers and processors. They include legislation and representation, public outreach and education, information collection and dissemination, and the promotion of exports.

The association manages the National Apple Month promotion, conducts an annual convention and business meeting, lobbies for favorable tax treatment, serves as spokesperson and clearinghouse for the media -- and much more.

Why the little stickers? They're basically price tags for the cashier. But don't worry if they're sometimes hard to remove; they're also edible.

USApple
1954

USApple's president and CEO, A. Ellen Terpstra, was not raised on an apple farm. Nor did she have any particular affinity for apples before joining the association seven years ago. Instead, her background was in federal relations work, a fact that reflects the shifting priorities of her organization's members.

"The two associations that merged to form USApple were basically involved in public relations and promotions. In 1954, when they first selected Blue Cross and Blue Shield to cover their employees, their world was a lot simpler and the issues were much softer," said Ms. Terpstra.

"Because we dedicate our efforts to keeping current on the issues that affect our members, we expect our vendors to likewise remain abreast of the forces that shape their particular environment. Nowhere is this more important than in health care today, where product design and delivery systems are changing more rapidly than ever," according to Ms. Terpstra.

"Blue Cross and Blue Shield has maintained its 43-year relationship with us by honoring their commitment to offer programs that meet the changing needs of our employees."