Empire World Trade was celebrating the UK consumer’s rediscovered love for home-grown produce as it exhibited at the National Fruit Show for the third time - but maintained that sustaining the industry is key.
Managing director Gary Linsell, pictured, told FPJ that, although retailers had “gone out in a big way” with the promotion of the new English apple season, growers were nervous about returns.
He said: “We are in an interesting place at the moment and there has been a real swing back to UK production over the years, but ultimately we need the right level of returns from all markets -retailers and wholesalers - to re-invest in new trees and refresh the English offer.”
Linsell said that after the initial new-season promotional activity in the retailers has finished in November, the market will level out and prices will stabilise. “With some very good new varieties and Gala coming through this season and the secondary push on Braeburn in January, it looks like it will be a good season,” he added. “The start of the season has gone well. There will be a calmer run to Christmas and then the push again. I am confident that promotions are in the right place. Overall returns are good, driven by volume and quality customers. We will continue to monitor new variety activity - a point of difference is ultimately what the customer and the consumer wants to pick up.”
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