The Washington State Tree Fruit Association has decided to stop publishing early-season apple crop estimates, citing the pricing friction that often resulted when initial projections didn't match final harvest volumes. The move is a deliberate step to reduce market volatility driven by speculative forecasting.
Early estimates have historically shaped buyer expectations, promotional calendars, and negotiating positions — sometimes in ways that didn't reflect reality once harvest wrapped. Removing that data point forces the industry to rely more on real-time signals closer to harvest rather than projections made months out.
Buyers who have built their fall apple planning around WSTFA's early-season numbers will need to adjust their approach. Watch for more reliance on grower-level communication and mid-season updates as the alternative information source for the 2026 crop.