It is not surprising that Marks & Spencer care about apples, and English grown fruit in particular. Together with pears they represent the largest single product group income earner in the fresh produce departments, reveals fruit buyer Syd Reid.

And this season strategies were already in place before the first Discovery were picked to drive sales to new heights.

Reid says that M&S are confidently forecasting a continuation of the upward spiral following 2002 when it recorded values, closely allied to volumes, which increased by 20 per cent. This year the target is a further 25 per cent.

“We expect to source two thirds of our Gala from the UK between September and February,” he says. “The quality of the variety has proved to be consistently excellent, and we feel that English fruit can now match some of the best available in similarly perfect micro climates on the Continent.”

With the volume of English Braeburn beginning to come into bearing, there will also be an extension to the sales window. “Last year we could only source sufficient to stock for around a week and a half, but this season there will be sufficient for a 10-week slot pre Christmas,” he adds.

English grown Tentation too, is on the up, and while there are only limited quantities consumer response has been so positive that he is expecting to double sales.

However, while M&S have always shown an interest in developing both promising mainstream and niche varieties, it is Cox which will remain the the cornerstone of the branches.

“It's still a very popular and wonderful dessert fruit which is loved by the public, particularly when presented in the best possible condition,” he enthuses. “That is why we still consider the policy of selling fruit picked as late as possible for maximum maturity, and identified as such, as very significant to our quality image.”

Several new marketing techniques building on the platform already created through the use of the Best of Season stickering exercise will come into play.

“We have elevated all English apples to be included in our Love of Foods campaign reflecting they are something special,” says Reid. This message will be similarly carried on the specially designed label also carrying the Union Jack.

So what is the secret of already proven success?

Reid, who is also responsible for other major fruit lines, believes the key is total involvement at every stage, It has already reached the point where English growers' names appear on packs, their faces on promotional material, and their presence in store meeting customers is seen as an integral part of this synergy.

“Everyone accepts that the way forward is no longer reliant on varieties simply developed by the top-fruit industry alone. We are all on the same team,” he says.

Presentation too has always been an integral part of convincing the consumer to purchase ñ particularly as around two thirds of the M&S offer is pre-packed. Four medium-sized fruit tray-packed has been its trademark, and in more recent years the establishment of an eight pack designed for snacking.

Polybags are also used for several major varieties throughout the year.

While it is some years now since M&S switched back into selling loose fruit, this continues to play an important role. What has happened is that the size category of apples generally has increased often to 75-80 mm making its own special contribution.

Something dear to M&S is the question of quality. Fruit it has always rightly been said is not like manufactured food. It can vary with the season, it often takes years for sufficient volume to be available, and there is always the threat of competition from something else round the corner.

“Because of the close relationship with our growers, some of whom have been associated with us for over 20 years, we obviously build up an accurate picture of what is happening in the orchards right up to harvest,” he says.

Together with technologist colleague Annitta Engel they have been visiting growers countrywide as the build up to the season gets underway.

This year English fruit has begun to appear on the shelves earlier because of the weather conditions. Both are adamant however that it must always meet the M&S specification which covers not only external appearance such as skin finish, colour and size.

“It is these components which still attract the public as they continue to buy with their eyes,” he says. “But what is vitally important is that fruit must fulfil this promise with its taste.”

For this reason pressure testing and the correct brix sugar/acid balance is part of the equation. Each variety has its own set of criteria before it is judged to be perfect.

“This means mutual commitment to provide products which in everyone's interests can command a premium,” stresses Reid. “To achieve this there has to be close consultation and research between ourselves and our 50 or so growers all the way along the line.”

While Pink Lady may not grow in the UK, he uses the explosion of this variety as an example of what can be achieved. M&S now punch far above its weight in the volumes we sell ñ probably four times as much proportionately to other retailers on the high street,” he says. “It shows what can be done.”

And there will be other varieties on the way soon. M&S has been amongst the first to link in to the Worldwide Fruit variety trials, which seeks out promising new apples from not only New Zealand, but elsewhere in the world to see if they can make the transition to the English climate.

M&S are showing a keen interest in the harvesting this autumn in Kent. It sums up what they seek to achieve.