A 'beneficial' PR campaign has boosted English Bramley apple sales by 35 per cent, with fruit size described as the “largest-ever seen”.
Bramley apples have suffered a difficult two years with growing conditions leading to a reduced crop, and then the variety losing consumers as a result.
But an industry-led promotional campaign has helped boost sales and the category is now seeing consistent growth.
“It’s looking very positive. I am not at all complacent and there is still a huge job to be done. But it is encouraging that all the PR activity has been beneficial,” said Adrian Barlow, chief executive of English Apples & Pears.
Judy Aslett, marketing manager at fruit processor and Bramley grower Fourayes said this season’s Bramleys are “massive”. “Personally I’ve never seen them so big, which is really good news. Larger apples mean less waste for processing, and they are good for storage.”
Aslett credited the right weather at the right time, and the lack of frost, for the larger-sized fruit.
She added that the company will start its second pick of the season next week, as larger apples mean picking can be completed more quickly.
Elsewhere, retailers are promoting the British apple season with Waitrose offering a third off selected varieties, including exclusive Suffolk Pinks, in store and online until the end of the month.
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