Tesco was last week awarded a 2008 Brammy award in recognition of its support for the Bramley apple industry in the last 12 months.
The UK’s number one supermarket chain received the accolade of Best Bramley Retailer at the 15th annual Brammy Awards, held at Rhodes 24 in London. It was adjudged to have done more than any other retailer to support the cause of Britain’s favourite cooker, which has enjoyed a record-breaking sales year.
Adrian Barlow, who heads up the Bramley Apple Campaign, said that Bramley supplies have been maintained throughout the season, despite concerns that an exponential rise in sales during last autumn and into the early winter would lead to a shortfall later in the piece. He added that Tesco’s strategy for Bramley had given sales of the apple huge impetus. “Following a detailed review, Tesco implemented a range of initiatives at the start of the season to attract new purchasers of Bramley apples and to increase sales to existing customers,” Barlow said. “There was support for Bramley throughout the Tesco business. This included new packaging, new merchandising, and briefings to store and regional staff. The result was an increase in volume sales of 16.5 per cent and an increase in market share to more than 32 per cent - a superb performance of which Tesco and [its] suppliers should be extremely proud.”
David Croxson, senior fruit buyer at Tesco, who recently took on the top-fruit category after the departure of Martin de la Fuente, said, “Bramleys are a great British product we know our customers love putting in their shopping baskets. We're committed to the British apple industry and Bramleys are a key part of the success the industry has been enjoying. We are really pleased that our support of this premium product has been recognised in this way.”
Other winners of Brammies in 2008 were:
•Best Manufacturer of a Bramley Product - Kensey Foods
•Best Bramley Foodservice Company - JD Wetherspoon PLC
•Best Bramley Food Writer - Jane Clarke
•Best Bramley Celebrity Chef - Phil Vickery
Next year is the bicentenary of the planting of the first Bramley tree in Nottinghamshire, and Barlow promises a raft of celebratory promotional events starting at the beginning of the new season in September, the details of which will be released soon.
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