The Bramley Apple Campaign has launched two initiatives to widen the use of Bramley in home cooking. The launches coincide with the start of the 11th Bramley Apple Week, running from February 3-9.

The first scheme will target 2 million seven to 11 year olds, both through schools and out-of school clubs. And the second scheme will target the UK's 600 catering colleges to educate trainee chefs in the possibilities of cooking with Bramley.

Ian Mitchell, chairman of the Bramley Campaign Group, said: 'We are very excited about this year's plans which encompass a wide range of new activities for us. We believe that whilst it is important to look after our loyal Bramley users, it is also vital that we include activities to involve our chefs and children who are our customers tomorrow.' As the campaign group gears up for the start of Bramley Apple Week, Adrian Barlow – chief executive of English Apples & Pears – added that promotions would be scaled down this year. This is because of reduced availability of the apple this year owing to reduced plantings, in turn because of reduced returns for growers. However, Barlow was keen to stress that Bramley would still be kept very much in the mind of the consumer.

He said: 'One of the problems we have this year is that the crop is reduced, so volumes need to be controlled to ensure they last through the season. Because of that it would be inappropriate for us to engage in the usual promotions for Bramley Apple Week.

'However, we are anxious there should be a Bramley presence and we want to retain consumers' interest in the product. So we have produced a large number of leaflets to ensure the presence on the shelf and in the minds of shoppers.' For more information on the Bramley promotions, look out for the Journal's Bramley feature in the February 7 issue which will be posted on freshinfo the same day.