Robin Pooley chairman of English Apples & Pears used the occasion of his sixth new season launch to tell growers, marketers and retailers the enthusiasm to meet high quality and production standards on the part of the industry will wane if retail double standards persist.
"For me there are no second-class stomachs, consumers all deserve the best," said Pooley, referring to the need for the same demands to be made of other suppliers as are made of UK growers. "I hope that buyers will recognise as we want to work with all of them to ensure that everyone can enjoy the fruit of our labours."
Pooley also described marketing conditions at the outset of this season as the best ever. "The level of co-ordination between growers and sellers is first class - I have not seen it better and it will ensure that the season is off to a good start," he said.
Prophecies at previous launches of a dramatic rationalisation in the industry appear to be coming to pass this season with just 20 major growers now responsible for the production of 80 per cent of the national top-fruit crop, Pooley said.
Meanwhile, Adrian Barlow, EAP's chief executive outlined the details of radio advertising campaign that begins this week. The emphasis is that English apples are for the whole nation, and the ad, which goes out on Classic FM, features various regional and minority accents, and that they can be identified in store by the Union Jack which features at point of sale. The campaign also features on Classic digital television and between the two media the message is expected to reach an audience of some 20 million.
No comments yet