Asda has pledged to support Kent top-fruit growers by adjusting their specifications in the aftermath of hail this summer.
Technical managers from Asda supplier International Produce have been visiting sites of so-called “written off” crops and assessing the top fruit to see what is salvageable.
The move is intended to ease pressure on UK growers.
Technical Manager Brian Penaloza said: “It is criminal to see perfectly good fruit rejected due to the difficult season our suppliers and farmers have had to deal with. We will be adjusting our specification accordingly to help ease the situation and ensure a good supply of local fruit into stores.”
Promotional roadshows and in-store tastings will help publicise the British apple and pear season, which will kick off in Asda with deliveries of Discovery apples.
Marketing desk Well Pict County Local is on the look-out for growers who may have been hit by the hail. General manager Josh Kann said: “We have been able to help out many growers in Kent who at first thought the majority of their crop may have had to go to juice. We would like to hear from anyone who may be in this situation.”
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