The high-profile aspects of EAP’s PR and promotional efforts for the industry will understandably cloud some people’s perceptions of its day-to-day involvement in the mechanics of the category. The aim of increasing consumption of English apples is vital, but it is the behind-closed-doors negotiating, monitoring and data analysis that will hopefully create the sustainable business to meet the aspired-for demand.
Over the years, the role of EAP has changed with the industry, as greater emphasis has begun to be placed on stabilising the supply chain, widening the understanding of every link within it of the overall objectives, and instilling throughout the job a joined-up consumer-led approach to production and marketing of the English crop.
The end consumer is being targeted this year through the Classic FM campaign and in-store activities, but the task of matching demand with supply in a sustainable manner begins well before the season launch. “This year, as in many years before, we have spent a lot of time talking to the multiples about the importance of supporting English growers. Over the last few years, we have had a great response,” says EAP’s Adrian Barlow. “But when it has come down to delivering, what we have seen at store level has not always been equal to the support pledged quite genuinely by head offices.”
What the industry needs above all else, he adds, is shelf space. “If we don’t get that we just are not going to achieve the goals that we all set ourselves. Particularly early in the season. If we fall behind, as we did last year, it makes life very difficult. It forces people to do all sorts of things to speed up sales and it costs growers a lot of money in the process. It also makes it more of a challenge to maintain quality levels and introduces the prospect that product can become unmarketable.”
EAP’s research and also the feedback from some supermarket chains, suggested that there were far too many occasions in 2004 when stores were out-of-stock, and this led to a high number of customer complaints. “We recognise the problems involved and that it is hard to translate the will of the buyer through to stores, as in many major multiples it is impossible to get the tight control that would ensure this and there is a dependency on merchandisers and store managers.” For this reason, and at the behest of some supermarket chains, EAP will be making spot visits to stores around the country to monitor performance of the English crop and talk directly with the people who finally dictate how apples are being presented to the consumer. “I think the fact that some chains have voluntarily given us a letter authorising us to do this reinforces both the fact that they do understand and their commitment to achieving what they tell us they want to achieve.
“There are a lot of consumers out there who very definitely want to buy English apples and it is damaging to everyone if the on-shelf offer is not right. There is always a danger that - in the absence of their preferred source and variety - consumers will switch out of the apple category and buy something else,” says Barlow.
EAP is also stepping up its monitoring of the performances of each multiple retailer during the English apple season. “We will be monitoring sales of Cox, Gala, Braeburn and Bramley on a weekly basis. The data is supplied to us by individual marketers and then aggregated by us and sent out to them and their customers. It is very useful to let the retailers know how they are performing in relation to their competitors and, as we are carrying this out on a greater scale this year, I’ll be very interested to see what sort of response we get. There will certainly be no place to hide as this information will be available for everyone in the industry to see.”
While EAP monitors the volume and value performance of the retailers, however, the entire supply chain has also to be mindful that apples are not put on the shelf to fulfil demand unless they meet the standards expected by consumers. “These are things we need to be constantly aware of. It might sound obvious, but product must always be provided to meet the expectations of the consumer, which means adhering to tight quality controls and consistent taste and appearance. It is no good saying the weather has been a problem and therefore the product isn’t up to scratch, we must simply not put it on the shelf.”
Barlow was critical of the marketing effort last year which saw large volumes of unsuitable fruit finding its way onto the shelves in the interests of crop utilisation. While he accepts the need for individual growers and their marketing desks to maximise the potential of the crop, he stresses the need to persist with a long-term vision, which at times will necessitate some painful short-term decision-making. He also says that the 80% Group, established this year by the industry to create a sustainable way forward for English top fruit, has looked at this issue very closely. “It would have been much better last year to take the tough decision and not market that fruit,” says Barlow. “And discussions between growers within the 80% Group have shown a real change in their willingness to understand the marketing situation. No grower is ignorant to the marketing issues and while we have to be realistic and recognise that everyone has to make satisfactory returns, the most important thing is that we satisfy the customer. If we stop doing that, we are heading for disaster.”
The fact that EAP is watching over the performance of the industry should be seen in a positive light, Barlow says. “Ideally, we are not looking to find people who are not performing, rather we want to be handing out plaudits to everyone. It is not simply a question of maximising sales, the sustainability of this industry is reliant on growers receiving reasonable returns that allows them to invest in their businesses and the future of English apples.
“We all now there are not massive margins out there, but people have to be able to make a profit or they go out of business. Growers need to make significant investments to ensure that they can live in a highly competitive market. Nobody is suggesting it is easy, but it is important that the whole supply chain is aware that without that investment, the logical conclusion is that we would have no English apple industry.”
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