The virtues of home-grown apples were extolled across the country as radio stations such as BBC Stoke and the aptly named Orchard FM, promoted the merits of Cox, Gala, British, English and new season produce.

With extensive air-time throughout September it is thought that an impressive 801,562 tuned-in adults heard the adverts. The campaign is said to have gained exposure worth £38,484.

Comprehensive press coverage was also received thanks to this year's warmer weather which meant that the English Cox was available a full three weeks earlier than in previous years.

Consumers were told that excellent flavour aside, a sunny July enhanced the apples' natural English charm, producing russeting and weather markings on the skins.

If that wasn't enough reason to buy the Union Jack labelled fruit, Adrian Barlow, chief executive of English Apples & Pears urged the nation to protect their health, saying: 'Apples are one of the healthiest, most beautifully packaged fast foods available. Their beneficial nutritional content is without question.'

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