WENATCHEE, Wash. — Some marketers are increasing use of organic wax on their fruit, which can help preserve condition and the eating experience of consumers.

Roger Pepperl, marketing director for Stemilt Growers, Wenatchee, said Stemilt is seeing increasing acceptance of organic carnauba-based wax on organic apples. This year, he expects 70% of the company's organic apples expected to be waxed. The wax helps preserve the water content and pressure of organic apple, providing a better sensory experience and "snap" when the consumer takes a bite. Without the wax, organic apples can lose up to a pound of pressure per day when displayed at retail. An apple put on display with 13 pounds to 16 pounds of pressure can drop in sensory appeal quickly, he said.

To go to the effort and expense and then to have the consumer eat the fruit at 10 pounds pressure is a waste of resources, he said.

Maureen Royal, director of sales for CF Fresh, Sedro-Wooley, said conventional retailers are accepting of the wax, but the wax is not acceptable to some traditional organic retailers, she said.

"For some of our customers it would not be an option," she said.