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May 2005, World Apple Report Highlights

Responsibility Revolution
In the twentieth century, much of the responsibility for individual welfare was taken on by big governments, corporations and trade unions. Fees and taxes were deducted seamlessly from the individual's paycheck and passed over to these entities that were then trusted to manage health care, unemployment and retirement needs. However, over time, these big collective bodies have undertaken more than they can afford and promised more than they can deliver. They are now in the process of extricating themselves from those promises. One way is to increase the burden of taxes and fees on individual workers and citizens. The other way is to return more of the responsibility for his or her own welfare to each individual. How this debate is resolved will have long-term implications for every business and worker.

Quantum Market Shifts
One can learn about the way forward by looking backwards. Thirty years ago, East Asia was a minor market for fresh apples and many other products. However, the huge growth in its urban population and rising incomes helped it become one of the premier markets in the world. We need to anticipate where the next potential growth markets will be. This article analyzes various population projections for the next 30 to 50 years and suggests that future growth markets may be found in many surprising places. Marketers need to be sniffing out and building their expertise in countries with the best market potential.

India: New Giant Unleashed
India's recent economic reforms and income growth have been overshadowed by its dynamic neighbor, China. However, in the last decade, India has shown that its economic reforms are working. It has attracted back many Indian entrepreneurs and capital. It has had spectacular success in computer software, drug manufacturing, as an outsource for first world services, etc. Its population is expected to surge ahead of China's by about 2020. Apple imports have grown in each year since the market was opened up in 1999. There is considerable opportunity for further growth, especially as India's distribution system is improved. However, India is also the second largest producer of fruit (after China) in the world. Exporters need to be prepared to meet competition from many other fruit products.

Special Statistics
Fifteen Largest Countries, by Population, 2050 (table)
Leading Producers of Fruit, 1990-92 versus 2002-2004 (table)
World: Still Ill-divided in 2003 (chart).
Brazil: Becoming a Net Exporter of Fresh Apples (chart).

The authoritative guide to the world apple business today.

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