Morrisons has said it will extend the English apple season by two months and sell fruit until May next year following a strong top-fruit forecast and consumer feedback.
The retailer said it is working with growers of Royal Gala, Braeburn, Cox, Russet and Bramley to extend storage time and reduce reliance on imports at the end of the season.
The news comes as Morrisons also said it expects to sell up to 10 per cent more English apples this year, and will stock over 25 English apple varieties sourced from Hereford, Kent, Suffolk and Worcester.
Good growing conditions, including 13 per cent extra rainfall, three per cent more sunlight hours and a good balance of day to night temperatures will boost this year’s apple harvest and improve quality, and help extend the season, Morrisons said.
Morrisons produce director Drew Kirk said: “British shoppers want to buy British. So, we’ve worked with our growers to extend the season. This move will reduce our dependency on imports, give British growers a bigger market and secure the future of the British apple crop.”
Recent consumer research conducted by the retailer found that 95 per cent of its shoppers want to support British produce, while three quarters said they buy English apples “when they can” and 92 per cent believe shorter transportation results in a fresher product.
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