Violetta Vitanova will conduct a detailed analysis of individual businesses by interviewing growers, marketers and customers. And a full report based on her review will be published this autumn.

Vitanova's objectives are to identify why some growers are prospering during difficult trading conditions, while others are reducing their acreage and businesses. Following the report's findings the intentions are to produce a raod map highlighting the best practices of successful growers to help guide those experiencing a tough time.

Alwyn Thompson, technical secretary of the Fruiterers' Awards Council said: 'It is essential for all UK top-fruit growers that the industry doesn't lose any more critical mass. This much needed analysis will show how the weak can learn from the strong and thereby protecting the viability of the overall industry.' Dr Thompson added: ' Vitanova has a agribusiness background, having successfully developed markets in the agricultural sectors of Bulgaria and Macedonia, her analysis and recommendations should undoubtedly be awaited with great interest.'

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