Tree Top : Creating a Fruit Revolution

Stratton, David H./ Auvil, Tom (FRW)

Washington State University Press（2010/06発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 120 p.
• 言語 ENG
• 商品コード 9780874223064
• DDC分類 338.76636309

Full Description

In mid-1900s Washington, most orchardists grew apples for the fresh fruit trade, and had little access to markets for their low-grade leftovers. Immense piles of culls were left to rot or dumped into landfills or the Columbia River--until beverage salesman William Charbonneau started using them to create his own brand of 100% apple juice. In 1960, his company became a growers' cooperative, and Tree Top Inc. was born.Over the next fifty years, the innovative cooperative continued to expand and revolutionize the industry. Tree Top was the first processor to produce and market frozen apple juice concentrate. They devised modern processing methods and equipment. Multiple strategic acquisitions enabled Tree Top to introduce new consumer items and compete in the industrial marketing category, providing dried ingredients to makers of oatmeal, ice cream, cake mixes, and other foods. The corporation navigated many challenges, including two devastating fires, the 1989 Alar scare, frequent apple shortages, and intense competition from China.

Today, Washington is still the nation's leading domestic apple producer, and the fruit is the state's top-ranked agricultural commodity. Tree Top, which has continually maintained its commitment to growers and nutritious, natural products, has been a significant contributor.

Contents

Foreword by Tom Auvil
PrefaceChapter 1: Bill Charbonneau's Domain
Chapter 2: The Board of Directors in Control
Chapter 3: New Horizons
Chapter 4: The Alar Crisis
Chapter 5: Tree Top and Globalization
Chapter 6: The First 50 Years in Perspective

Acknowledgments
Bibliography
Index