UK-based Waitrose has been named as the country's best Bramley apple retailer at the 17th annual Brammy Awards, which recognises excellence in using and promoting the Bramley apple variety.
The retailer scooped the award for its strong year-on-year sales, successfully attracting and maintaining new customers by launching a new polybag Bramley product in September, which encouraged consumers to buy more product per shopping trip.
In addition to Waitrose's in-store activity, the group's website provides inspiration and easy-to-follow instructions for customers on how to cook with Bramley apples, with 280 sweet and savoury recipes.
'We have worked hard this year to champion the Bramley and we are delighted to have been able to introduce more of our customers to this iconic variety,' said Waitrose fruit buyer David Mitchell. 'Since releasing a new bag of Bramleys onto our shelves last autumn, we have aimed to inspire and educate customers with a host of different recipe ideas to try on the pages of our website.
'We also have more exciting plans already in place for the coming autumn,' he added. 'As a retailer, we are proud to sell such a great British product and we are really pleased that our support for the Bramley has been recognised in this way.'
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