New-season US Empire is back in stores this week and representatives of the US Apple Council have been in the UK to assess prospects for its flagship variety.
The council represents apples from Virginia, New England, New York, Michigan, Pennsylvania and California and the UK is amongst its top export destinations. “The last two seasons have been very good for Empire in the UK,” said Jim Allen, president and ceo of the New York Apple Association, whose members send more than 90 per cent of the volume into the UK market. “The turnaround has come because of a favourable exchange rate and improved storage and shipping procedures. Empire can hold its own and stay in the market for longer.”
The season ran through to July in 2005 and although the crop is smaller this season, due to frost at bloom time and a drier than usual growing period, the smaller-sized fruit has benefited in terms of firmness and sweetness and is expected to store well. The size profile will also be suited to UK customer preferences.
Consumers therefore will not notice a downturn in availability of a perennial red favourites. But for producers, the volume is more of a problem. “A smaller crop never helps the grower,” said Allen. “We need the volume to achieve value per acre. If we are off 20 per cent in the orchard, even a 20 per cent rise in price would not compensate.”
Neil Gordon, the US Apple Export Council’s UK representative, said: “We are in every major supermarket chain in the UK and that is very positive for us. There are a lot of English apples in store at the moment as you would expect, so we will just be letting the public know that Empire is back with small promotions to say hello. The serious promotions will begin in February.”
The Council has also committed to the FPC’s Eat in Colour project. “If it happens, we’ll be involved,” pledged Gordon.
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