Le Crunch is marking the start of the new 2010 apple season with a €1.2 million investment for a three year marketing campaign to include development of a new industry website and a strong promotional presence in the wholesale and retail sectors.
The UK market share for French apples continues to grow, showing growth of 7.3 per cent this year, accounting for a total 20.7 per cent volume share of the UK apple market. According to Kantar, Braeburn (30.6 per cent), Gala (26.9 per cent), Golden Delicious (15.8 per cent) and Granny Smith (8.1 per cent) dominate the market, however red varieties are also performing well (16.7 per cent).
This year 1,580,000 tonnes of apples are expected to be harvested in France from the beginning of August until the end of October.
“The UK is France’s biggest export market so it’s important to continue to invest with our trusted partners in the UK trade. We are happy to be able to support them with a range of in-store promotional mechanics that will put Le Crunch apples at the front of British consumers’ minds and, we hope, into their shopping baskets,” said Daniel Corbel, co-president of Interfel’s external market commission.
He added: “The quality of French apples is very good this year, thanks to favourable climatic conditions which have created fruit that are perfectly suited to the British market in terms of their shape and size. Harvest 2010 is proving to be a good quality harvest with attractive fruit with good fault-free skins.”
The French apple season runs from August to May.
