Braeburn's market share in the UK is rising

Braeburn's market share in the UK is rising

Rising prices for apples in the UK as the southern hemisphere season gets underway bode well for the future of the top-fruit sector, a UK industry leader has said.

Adrian Barlow, chief executive of English Apples & Pears, highlighted a strong finish to the UK season, but stressed that returns to growers must rise.

Although April’s figures point to increased apple stocks in Germany and Poland compared to this time last year, much of this fruit is destined for the processing market, he said. And even 71,000 tonnes of Braeburn in store across the continent is not an issue, as major southern hemisphere producers such as New Zealand are forecasting lower volumes than initially expected.

Barlow said: “Looking at the southern hemisphere crops, it looks as though they will be down in production and will send more of what they do have to places other than Europe. We are already seeing prices going up and exporters are effectively saying to their markets ‘if you want it, you have got to pay for it’. I hope it has a beneficial effect on the market and it should bode well for English growers for improved returns next year. This is so important for growers in order to be able to invest.”

Barlow pointed to much improved sales figures for the 2009-10 English season: “We have sold 12,000t more apples and pears to the multiples this season so far to the end of April, which shows there is huge demand for English apples and it is growing. The multiples are all looking for additional volumes, but these demands can only be satisfied if growers plant more orchards and they can only do that if they have the returns. However, returns over the last two years have not been adequate.”

Barlow said the variety mix is gradually shifting in the UK and this season, Cox sales were slightly down on last year as the erosion of its share of the market by English Braeburn and Gala starts to take hold.

He also pointed to stellar performances by Sainsbury’s and Morrisons, which have both increased their share and volume of English apple sales.