Marks & Spencer has launched a new variety of apple, named in tribute to an employee’s daughter who died this year.
The apple hit M&S shelves last week after a store competition to find a name for the Kent-grown fruit saw it christened Amelia.
It is a new variety, exclusive to M&S, although initially only available in 25 stores. Farmer Rob Hinge has been growing the fruit for two years.
Roy Bassett, store manger in Ilkeston, suggested naming the apple after his daughter Amelia, who died from kidney cancer in May, aged 11.
Every pack of ‘Amelia’s Apples’ sold will represent a 10 per cent donation by the retailer to Great Ormond Street Hospital Children’s Charity to help fund the hospital’s kidney transplant centre, which is the largest centre for paediatric kidney problems in the UK.
The donations will continue for at least three years.
M&S buyer Phillip Symons told freshinfo: “Roy suggested we name it after her as it is a sunshine-coloured apple and it reminded him of her.
“We thought it was a great idea to link it up with a children’s charity and there is none better than Great Ormond Street.
“It wasn’t a difficult choice to make, even though we had more than 100 entries. There were some good names in there but Roy’s idea was touching and all our staff agreed,” he said.
Bassett has already hosted some apple-tasting sessions for the yellow, “zingy” apple at the Ilkeston store. M&S will also be providing him with a mounted copy of the apple’s label.
Antonia Dalmahoy, director of corporate partnerships at Great Ormond Street, said: “We are delighted to be involved in this special project. Every penny raised will make a huge difference to our patients and their families. [We] need to raise £50 million every year to help rebuild and refurbish Great Ormond Street Hospital, provide vital up-to-date equipment and fund research into better treatments for the children.”
Amelia is set to become a permanent and larger part of M&S’s range in coming seasons.
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