English Apples & Pears (EAP) has officially launched the domestic top-fruit campaign with the message “Still Tastes Great” after a production period that has been described as “a nightmare for growers” by chief executive Adrian Barlow.
The promotional body opened the campaign last week with a launch event at The Queen’s House in Greenwich attended by growers, marketing desks, supermarket buyers and journalists. Barlow told guests that the season had begun three weeks later than last year after rain, cold and hail in the growing period and a disappointing start with more than half of early variety Discovery destined for juicing. Overall volumes will be similar to 2008.
“This week we have launched with the slogan ‘Still Tastes Great’ and to get the message across have sent samples to broadcasters and journalists,” said Barlow. “There are three critical messages for consumers: despite the shortage there will be sufficient supplies of all the major varieties until the end of the year; there is more weather marking than usual on the crop but that has not affected the taste, which is exceptionally good; and they should look for the Union Jack because even with higher pries, English apples still represent outstanding value.”
Barlow also paid tribute to the major multiples for their support but outlined the importance of sufficient returns to producers. “There is the potential to increase production, but that will only materialise if growers have adequate returns,” he warned.
He described the 2012-13 season as a “temporary blip'. 'This season will be tough, but the English industry has strong foundations from which to grow in the future,” he added.
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