As part of a new company approach, Budgen's new flagship store in Hawkhurst, Kent will emphasis local sourcing and as part of this initiative Budgens has gained permission from Kent County to use its highly regarded “Kentish Fayre' logo, which signals the quality of several local lines including Kentish apples.

“The apple sector is performing remarkably well,” confirms Budgens buyer Steve Normington. “Overall sales are high and we've seen a significant increase on pre-pack premium lines.”

Budgens it seems, has been selling more packed fruit than ever before, particularly those that come in pre-packed punnets and premium tray lines. This growth, however, appears to be incremental, as loose sales remain static and there has been no increase in sales of organic apples.

With Braeburn and Royal Gala as the best-selling varieties across the stores, Normington reveals that there have been definite changes in consumer preference in the last few years. “We are definitely seeing a noticeable trend towards what are classed as the premium brands such as Pink Lady and Braeburn,” he says. “It certainly appears as though consumers are becoming more aware of the different varieties on the market and are increasingly prepared to try something new and a result, are discovering new tastes.

“Apples fit perfectly with increased consumer demand for healthy and convenient products and to help encourage this further Budgens is committed to raising awareness of the benefits of eating apples as part of its ëTake Five' campaign. The campaign involved ongoing in-store promotion to highlight the benefits of eating five portions a day and the inclusion of at least five different fresh fruit and vegetables on its fortnightly offer leaflet.”

Despite warmer than usual weather across Europe, supplies have yielded a good crop, says Normington, “although there could be an issues with pressures eg sugar levels, but on the whole, supply has been good.”

“I don't think that heavily branded apples will ever compete for the position that Braeburn holds, as in order to do this, there would need to be a consistently good product globally. As it is, such brands are only grown in certain areas unlike Braeburns which are grown all over ñ until this changes they will never be able to compete on the same selling lines.”