There can be no excuse for poor returns on English apples this season, English Apples & Pears (EAP) has warned.

Speaking at last week’s season launch, EAP chief executive Adrian Barlow urged growers to make sure their customers know the cost of production. “English growers must ensure that the retailers and the marketing desks are aware of the returns they require to reinvest,” he said. “The retailers have to know the level of returns that are necessary in order for growers to justify reinvestment in their orchards.”

UK multiples sold 13 per cent more English apples in the 2009-10 crop year than in the previous season, and Barlow believes the potential exists to double those sales given consumer demand for domestic production.

“Everyone recognises the importance of eating English apples,” said Barlow, “but growers can only reinvest and continue to increase production if returns are adequate and they have not been adequate over the last two seasons… Prices have been strong for apples throughout the summer so now there really can be no excuse for poor returns on English apples.”

Representatives from all the major multiples - as well as from the UK’s largest catering firm Compass - gathered at last week’s launch on the rooftop deck of the National Theatre in London.

One marketer told freshinfo: “Everyone knows very well that retailers are operating in a competitive environment and with consumers wanting to buy British on apples, any retailer not stocking at the levels they need to risks damaging their own reputation and shoppers will just go elsewhere.”