Apple growers are anticipating a post-Brexit surge in demand for British produce, following a survey showing that consumers now feel more patriotic towards buying British goods.
As the British apple season gets underway this week, the exclusive poll of 1,000 people commissoned by English Apples and Pears (EAP), revealed that 25 per cent of shoppers are more likely to buy British following the referendum result.
This will be welcome news to apple growers as the most popular British varieties become available again in shops, following the three-month break between domestic seasons.
English Apples and Pears’ chief executive Steven Munday reacted positively to the findings, saying: “It’s very interesting for us to know how consumers feel as the ‘Brexit effect’ starts to sink in.
“It is clear from this survey that demand for British produce and goods is riding high and is set to increase. Long may it continue as apple growers need all the consumer support available.“
The online poll, organised by Ginger Communications,also highlighted several other significant trends in consumer behaviour prompted by the news that Britain will be leaving the EU. These are that:
1) More men than women now feel patriotic towards buying British goods. 32 per cent of men said they were more likely to buy British goods now, compared with 20 per cent of women.
2) Although London was seen my many as a stronghold for the “remain” campaign, 31 per cent of Londoners are more likely to seek out British produce, compared to 28 per cent for other regions.
3) The strongest rationale for buying British is purely economic with 84 per cent agreeing that it is important to help save British jobs.
This season’s total crop of homegrown eating apples is expected to exceed 150,000 tonnes, with relative volumes reflecting the changing palate of British consumers, who increasingly favour a sweeter apple with vibrant colour, according to EAP.
There will be a bumper crop of Gala, which now outsells British Cox, famed as being one of our most distinctive apples over many years, by three to one. And high yields are also expected in new varieties, including Jazz, Zari, Kanzi, Opal, Junami, Cameo and Reubens.
“Our apples are the best tasting in the world,” Munday said. “Make sure to look out for the Union Jack label on your apples – your reassurance that you are buying the finest tasting apples in the world.”
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