It started with Jersey Mac and ended with Fuji. It began in August and ended in November, lasting 12 weeks. It featured 11 different varieties, plus Cortlands twice. It involved more than 60 media outlets throughout New England, newspapers, radio and television. It resulted in excellent publicity throughout the fall harvest, especially in the greater Boston region. It was the 2003 New England Apple-of-the-Week program.
The apple-of-the-week was chosen in consultation with growers to coincide with its availability in orchards and stores. Press releases announcing each week's choice were broadcast to the New England media, with information about the variety's history and usages, plus a recipe featuring the apple-of-the-week. Individual releases also commented on other varieties as they became available, such as Gala, Honeycrisp and Northern Spy, in addition to the featured apple, with general information about the 2003 New England crop.
Based on this year's success, New England Apples expects to repeat the promotion in 2004. "Apples are so different in flavor, shape, and culinary use, and many of them have interesting histories. Yet we sometimes take for granted our knowledge about our most popular varieties," says Executive Director Russell Powell. "This was a great opportunity to re-familiarize people with the virtues of New England apples, and give them fresh ideas about how to eat and prepare them.
"We may have some repeat varieties next year, but with different information and recipes. We'll also feature some new ones, like Gala or heirloom types."
Here was the sequence in 2003, with the accompanying recipe:
JerseymacApple Cranberry Yogurt
PaulaRed Apple Slaw
Ginger Gold Apple Crisp
McIntoshNew England McIntosh Cake
Macoun Applesauce
Cortland Waldorf Salad
Empire Apple Chutney
Red & Golden Delicious Apple Envelope
Rome Beauty New England Apple Cake
Mutsu Crispin (Mutsu) Apple Lemonade Pie
FujiApple Slaw
Cortland (special holiday release): My Mom and Dad's Brown Sugar Apple Pie
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