Industry body English apples and pears has outlined the reasons for the secondary launch of the English apple season that took place on Friday 15 January, gaining widespread coverage in UK broadcast media.
The move was designed to gain publicity over the availability of English apples from now until the end of the season, highlighting a number a factors including the increased volumes and availability of Braeburn, Jazz, Kanzi and Cameo, the extension of the season until May and the benefits of buying English apples.
Severe weather in the UK delayed the original secondary launch date from 8 January, according to English Apples and Pears chief executive Adrian Barlow, assuring that media attention was not diluted and that shopper numbers were not greatly reduced.
Interviews were broadcast across a number of different programmes, including BBC Working Lunch, BBC South-East, Radio 5 Live and BBC Radio 4 'PM', as well as a host of regional radio stations.
'Other interviews are scheduled to take place during the coming days including further coverage on national TV,' said Mr Barlow in a release to the industry. 'However, this has amounted to an extraordinary amount of coverage which should be highly beneficial in increasing consumer awareness and demand.'
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