Sainsbury's will be stocking English Cameo this year for the first time adding to consumer awareness already being created by Tesco, Somerfield, the Co-op, Budgens, and Booths Supermarkets.
It is the result of more fruit becoming available since planting began in the late 1990s. This year, some 800 tonnes or more will be available, according to Andy Sadler, managing director of Norman Collett, the exclusive marketing agent for the UK crop.
At current planting levels, this represents about that the crop's potential volume. Some orchards such as those of Melvin Newman and Richard Greenwood, are fully mature and yield around 11 tonnes an acre. Others, such as those of Clive Edmed, will take two to three years to come into commercial bearing.
The variety - called Caudle - was discovered in Washington State and is believed to be a cross between Red and Golden Delicious. Cameo is a registered trademark, with the trees imported by nurseryman John Breach, who represents Pepiniers du Valois in the UK. He estimates he has sold some 100,000 - and more are going in the ground, so volumes will increase.
"The 30 British members of the European Cameo Club are still on a learning curve," said Newman, who is the largest single grower with 60 acres, "But [the variety] fits in well, and this year quality looks good."
Sadler said the aim is to maintain a premium priced fruit "somewhere between Braeburn and Pink Lady", which is profitable for all sections of the industry. "Initially there was not enough fruit. We saw customers coming back for more but it simply was not available. Now things will start to change," he added.
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