English top-fruit growers are looking to take their destiny into their own hands with the formation of a new steering group to shape the future of the sector.
The move follows Tesco’s announcement to the industry that it is looking to double sales of English apples over the next three years.
A committee, representing more than 80 per cent of the industry, has been established to address the significant challenge of increasing sales of English fruit through all retailers.
The new body, branded the 80% Group, is to look at the issues facing the industry and establish ways forward, said Adrian Barlow, chief executive of English Apples & Pears.
“Tesco have set down a fantastic challenge for our sector, but it’s not going to happen by itself.”
He said the industry is facing stiff competition, but is still in very good shape: “We still do have a very big following for English fruit from consumers in this country. We’re able to grow apples with great taste in this country, better than anywhere else in the world.”
The industry needs to ensure it improves quality and consistency. “We need to make sure we are always improving and that we have control of the logistics and sales process so that the products on the shelves are giving great consumer satisfaction.”
He said the sector knows what it needs to do, and the 80% Group is designed to be there to ensure those targets are met. “Through the group we’ll be making sure the industry is making the necessary changes to achieve its objectives.
“The group can monitor and be representative of the industry to make sure it all goes through. All that has happened up to now has been talk. The real proof will be if we can deliver, but I’m very encouraged.”
The formation of the group comes at a time when the UK top-fruit industry has undergone a major shake-up.
Asda recently announced its entire British top-fruit supply will be channeled through AMS, as its top-fruit supply moves away from previous sole supplier Hart Worldwide.
Meanwhile Sainsbury’s also brought major upheaval to the sector, with a rationalisation of its own supply base leading to a high profile casualty in the form of Worldwide Fruit.
Few believe that the repositioning process will end there. With the uncertain climate, the formation of the 80% Group has been welcomed by the industry.
But Steve Maxwell, marketing director with WWF, said growers must be involved in the process: “Without long-term sustainability and profitability grower numbers will reduce and fruit quality will suffer. It is hugely important that initiatives like the 80% Group are given the support to tackle industry-wide issues. Growers must be integral to the strategic decision making to make these moves forward.
“Growers have to be the heroes, they need to understand consumers better and communicate with them showing the pride they have in their products.
“The industry needs to work together, and there is a prize to be achieved. UK-grown fruit is at the heart of Worldwide Fruit and we will support our industry,” Maxwell said.
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