Feedback at this point in the season has been very positive, from consumers and customers alike. The first taste-testing session of this season - carried out in 20 Somerfield stores on January 17 - produced favourable responses from shoppers.
“IQ Field marketing, contracted on behalf of ourselves, reported great enthusiasm from Somerfield shoppers throughout the sampling area,” said Norman Collett managing director
Andy Sadler. “The fruit has been excellent for eating and customers were delighted to try the Cameo experience. One of the principle points we got back from IQ was that customers were interested in trying a new UK-grown apple.
“The other key comments surrounded Cameo’s superb taste, its crispness, sweetness and juiciness, and of great significance that customers hoped that Somerfield continues to stock it in future.”
This weekend, Booths Supermarkets customers will get the chance to taste Cameo in-store as the Cameo roadshow hits the north west. “We expect response at Booths to be as good,” said Sadler. “They are an independent, local chain, strong in Lancashire and Cheshire, and position themselves alongside Waitrose at the premium end of the market, quality and price wise.”
This fits the criteria for Cameo growers, and their apples have been generally retailing at £1.99 a kilo this season. The promotional price of £1.49/kg will be seen more later in the season, which stretches through to the end of March, in order to encourage consumers to pick the variety up and try it for the first time.
Sadler believes in sampling as a promotional tool, for both relatively unknown varieties such as Cameo and tried and tested types like Cox. “We taste-tested Cox in November and December, again with Somerfield and again with success. It is a very effective tool to introduce varieties and apples in general to children in the 10-11 age range. Fruit going into schools may be hitting the 5-6 year olds, but in-store sampling allows a broader mix of the younger generation to try fruit they may not have had the opportunity to taste otherwise.”
He also reports that Tesco sales of Cameo have been very strong with superb registration in the Union Jack insert for loose and pre-packed product. And both Co-op and Budgens have experienced good sales activity so far.
“This Club apple is growing in stature as it finds and develops its niche within the market place, more trees are being planted this winter in the UK to continue to build volumes, to transform this Cameo role into a seasoned player,” Sadler said.
There is no desire to restrict sales of Cameo to a limited number of customers, he added. “We hope that when we have more volume we will be able to widen the net. At the moment, the multiples we are working with are the same customers we have traditionally dealt with, but this is the third year and we hope to add one customer each year.
“We want to develop the brand, and it is a European brand, so the long-term perspective does not just take in UK Cameo. We have a good geographical spread with the apple already, but what we want to achieve is availability for as many customers as possible on a nationwide basis,” Sadler concluded.
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