Vienna, VA — The 2005 U.S. apple harvest is now officially underway! According to the latest U.S. apple industry forecast, the total crop is estimated at 234 million bushels of apples, which is equivalent to about 79 apples per person. This figure includes both fresh and processed apples.

What does this mean for you? There are even more apple choices available at the marketplace for today's diverse consumer taste. In addition to numerous varieties of apples available, apple products such as cider, applesauce, apple slices, apple chips and apple butter are just waiting to be bought at your local farm market or supermarket!

Today's health conscious, on-the-go consumer can rest assured that eating apples contribute to good health. Just in the past year, several new studies have shown a link between apples and the reduction of breast cancer, colon cancer and improved brain function-even more reasons to add apples and apple products to your diet!

New Varieties and Consistent Favorites
As a result of today's demands for more choices, new varieties have joined the old favorites in the marketplace. Up-and-comers include sweet-tart Cameo®, zingy Pink Lady®, tangy-juicy Braeburn and crispy-sweet Honeycrisp. McIntosh and Red Delicious remain consistent favorites, along with Fuji's and Gala's for their sweet taste. Other top varieties favored by consumers include the tart Granny Smith, sweet-juicy Empire and mellow-sweet Golden Delicious.

Hot Consumer Trends with Apples & Apple Products
With more families today on the go, finding healthy options at restaurants are becoming a necessity. According to Nancy Kruse, President of The Kruse Company and a well-known foodservice trends expert, "More than ¾ of mothers of school-aged kids are employed outside of the home. There is an ongoing demand for convenience as a result." Apple growers, packers and processors are now offering fresh sliced apples in handy packaging, in addition to new, creative options for sauce, juice and cider. Numerous restaurants across the nation are responding to consumer interest in health and offering nutritious menu choices with apples and apple products. Apples can be found in salads, as a sauce or dressing, or as a quick snack with a side of peanut butter or caramel, which is a great treat for kids and mothers alike. Now mothers and their families can purchase high-quality, fresh fruit at restaurants as either a meal or snack, and it can easily fit into their busy lifestyles. In addition, apple slices, applesauce and apple juice can also be found at today's quick service restaurants in kid's meals or as a separate side item on the menu.

Consumer Wants & Needs
According to the recent Food Marketing Institute (FMI) U.S. Grocery Shopper Trends report, when looking at the nutrition label, consumers are most concerned with fat and cholesterol before anything else. Conveniently, apples are fat and cholesterol free and can easily fit into a healthy diet. In addition, recent studies have shown a link between apples and the reduction of breast cancer, colon cancer and improved brain function.

Variety and convenience are also key factors for today's consumer when buying foods at the supermarket. At the store, consumers each have their own individual needs, creating multiple niche markets for the food industry. "There is no longer an average shopper" states Michael Sansolo, Senior Vice President for the Food Marketing Institute. The wealth of apple varieties and innovative apple products now offered at supermarkets and restaurants are available to meet these diverse consumer needs. For those that desire quick cooking with apples and apple products, convenient apple recipes can be found at USApple's website.

Note: The text of this release can be downloaded from the News Releases section of USApple's Media Web site.

The U.S. Apple Association (USApple) is the national trade association representing all segments of the apple industry. Members include 40 state and regional apple associations representing the 7,500 apple growers throughout the country, as well as more than 400 individual firms involved in the apple business. USApple's mission is to provide the means for all segments of the U.S. apple industry to join in appropriate collective efforts to profitably produce and market apples and apple products.