April 2022 - 6

INNOVATION
faster pace. They're using the latest in
high density systems. "
CONTINUED FROM PAGE 1
Michaelson Inc. A 1970 merger with
Storm King Fruit Growers Sales Corp.
brought United Apple Sales.
After Herman Michaelson died, Martin
(Marty) Michaelson, Herman's son and
later, Stannard's stepfather, assumed
control of the company. United Apple
Sales changed to NYAS in 1992.
In high school, Stannard picked
apples at Michaelson's groves and
joined the family business after college
in 1997. A certified public accountant,
she performed numerous functions. In
2000, Stannard purchased the company.
Her mentor, Marty Michaelson, died the
following year.
A former U.S. Apple Association
chair and treasurer of the U.S. Apple
Export Council, Stannard has received
recognition from industry publications
and is considered an industry advocate.
NYAS' growers harvest from more
than 5,000 acres, a third of New York's
fresh apple crop. It also imports from
Chile, New Zealand and Nova Scotia.
Handling marketing for many growers
and packers, NYAS in 2008, bought
equity ownership in Lake Ontario Fruit.
In 2010, it partnered with Rod Farrow of
Fish Creek Orchards. Stannard became
a partner with Pomona Packing and with
grower partners also formed Fish Creek
Farms Apple Orchards.
Updated marketing
In 2019, NYAS introduced the Yes!
Apples brand and changed its marketing
focus, moving to a more consumerfacing
marketing involving the company
connecting directly with shoppers
beyond the produce aisle. Instead of
merely applying a company brand to
consumer packages and bags, NYAS
talks directly to consumers who upon
entering a produce department may not
be thinking about where the apples are
Many growers harvest from 1,5002,000
trees an acre.
As robotic technology continues to evolve, apples are still best picked by hand, said
Matt Wells, New York Apple Sales.
grown. Lifestyle content and online
partnerships help the company tell its
story of the heritage farming operations,
sustainability initiatives and growing
practices.
" We are talking about apples in a very
different way, " said Tenley Fitzgerald,
vice president of marketing. " This is
something that hasn't really been done
before. We are kind of putting on a
consumer product hat and thinking about
center store mentality and techniques as
a business strategy. We're applying those
principles to a category where it has not
taken place to-date. "
Adopting a " hands on " approach to
growers, Stannard, Wells and Chelsea
Van Acker, manager of field services,
work closely with growers. The
growers are viewed as partners. Though
that word can often be overused or
undervalued, it's a true partnership, one
where Stannard cares deeply about the
challenges growers face and the bigger
things affecting them, said Fitzgerald.
" Our close relationship with the
growers is one of the things that sets Yes!
Apples apart, " said Stannard. " A favorite
part of my job is getting to talk with our
growers. Many are family-owned and
operated farms. We believe in this. It's
a cornerstone of our ability to provide
quality apples to consumers. "
On value of NYAS' growers, Wells cites
Paul Wafler of Wafler Farm and Wafler
" These growers tend to be leading the
horticultural skills to run those types of
production systems, " said Wells. " Many
are innovators. "
In western New York, Mike Zingler and
son Jimmy Zingler run Zingler Farms,
Kendall, New York. The younger Zingler
is a technological guru, said Wells.
" He's looking at anything tech-wise to
improve the farm, " said Wells.
One project is a vision system
featuring a camera mounted on a fourwheeler
that rolls through orchard
lanes recording fruit sizings, color and
forecasting yields.
" There is some new technology
out there and we have a group of our
growers looking at that, " said Wells.
" Jimmy, he's young and is taking it on
for his business. "
Chelsea Van Acker, manager of field
services for New York Apple Sales.
Nursery, a second-generation Wolcott,
New York, grower and International
Fruit Tree Association (IFTA) 2019
Grower of the Year. " Paul is not just big
in horticultural practices, but technology
as well, " said Wells. Wells noted Wafler's
technological platform he markets to
other growers.
Forward thinking
Farrow, Fish Creek Orchards' coowner
and former IFTA president, is
highlighted as an innovative grower.
Farrow is a twice winner of grower
publications' Grower of the Year awards.
" The more progressive growers are
turning over the acreage quicker, " said
Wells. " They're planting new club
varieties and upgrading orchards at a
Collaboration occurs throughout the
chain. " Our growers talk to each other,
like what Jimmy's doing on the farm, "
said Wells. " Other growers see that and
look into adopting the technology to
their orchards. "
Technology drive
NYAS' growers employ technological
solutions to gain better orchard insights.
Solutions are needed to counter not only
the shortages of workers to pick and
pack growers' crops, but to also keep
a lid on labor costs. NYAS' packing
facilities are looking into technology,
including additional automation. Wells
recently visited a Nova Scotia packing
partner and saw NYAS could adopt
automation, including robotics.
Implementing technology at the
orchard level is critical to NYAS' success.
While the industry is looking into orchard
robotics, Wells said he believes it will be
a decade before growers see that kind of
advancement. Today, apples are still best
picked by hand.
" Someday, someone will crack that
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April 2022

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