The Blue Whale co-operative in France has been growing fruit since 1950 and exporting it to the UK for just as long. Apples have been the mainstay, although plum sendings have also played a smaller part.
Sylvain Brard, sales manager for the UK, Ireland, eastern Europe and Russia, explains: “Back then we exported to two main markets - Iran/Iraq and the UK. In those days, UK production of apples was very limited and French growers identified the UK as an important target market. Then it was Golden Delicious that was exported. It was grown in France predominantly by producers returning from Algeria. After that other varieties arrived: Granny Smith in the 1970s followed by Royal Gala and then Braeburn in the 1980s and 1990s.”
Blue Whale’s own particular view of the UK market is that it remains key to its export strategy. Other senders have seen their volumes dwindle as UK production has increased or as they have developed other markets in eastern Europe or even further afield, but not Blue Whale. “One in three apples eaten in the UK is grown in France and when you think that of those French apples, 35 per cent are grown by Blue Whale, you can see what a strategic market the UK is for us,” says Brard. “We want that share to increase to 40 per cent in the next five years.”
Hence the investment in integrated production and compliance with the raft of traceability measures and certification demanded by all the UK’s different retailers. “All our orchards and packhouses are accredited,” he continues. “A lot of our competitors have not invested in the same way we have and that is one of the reasons why Blue Whale has developed and strengthened its position on the UK market.”
French producers have become very aware of the importance of complementing the UK production season. As the UK has no production of Golden Delicious and Granny Smith, there is no direct competition. And with French producers limiting their sendings of Royal Gala and Braeburn to either end of the season before domestic production starts in the UK and once it has finished, there is no clash.
Pink Lady is increasingly popular globally and Britons are no exception when it comes to a penchant for the colourful variety. Blue Whale has been quick to recognise this and is one of Europe’s largest producers of the licensed apple, assuring its presence in the UK market of the future. -
