The incentive, run over two weeks, took the form of coffee mornings on UK wholesale markets, with apple salesmen receiving Marks & Spencer vouchers for the pallets of Washington Apples they sold.

Wholesalers had to build a display of apples using new season point of sale material. Dan Wuille (stand pictured ) and Mack, both in Cardiff, shared the winning title.

'We are delighted with the success of this promotion,' said Lizcrest's Mike Holden. 'We have always enjoyed a close working relationship with George Smith, European director for WAC, and I think I can safely say we both recognise the importance of supporting the wholesale sector.

'We have been amazed at the sustained interest of this promotion – it has actually left us dry, literally waiting for the next ship to dock to replenish stocks. All I can do is thank customers for their enthusiasm – long may it continue.'