European apple forecasts were called into question again last week, ahead of supply getting into full swing.

The second European Fruit Summit, held in Italy, saw a four-strong panel of heavyweights from across the continent admit that volumes could be even lower than expected. Prices so far are around 15 per cent higher than last year.

The World Apple & Pear Association had forecast an apple crop 11 per cent down on last season and seven per cent below the three-year average.

These figures are expected to be revised before the end of the month.

German apple volumes, for example, are set to be lower than forecast, with some western areas experiencing a 40 per cent fall in volumes as a result of heavy rain and hailstones.

Josef Wielander from Italian co-operative VIP stressed the importance that grower returns “do not just cover production costs” and that growers need a net profit of at least a 40 cents per kilo.

But Stephan Weist from German firm Landgard warned: “If we don’t promote enough, there will be more stocks leftover than we think, even with the lower volumes - there has to be a balance…

“There is a big variety of apples on supermarket shelves and we need to promote this, with all its differences - for example, we could market a refreshing apple for the morning and a sweet apple or dessert. A lot of consumers have never even tried certain kinds of apples; we need to create more consumption moments.”

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