English apples have seen 18 per cent price inflation this season and benefited from supermarkets lowering their specifications, as well as a major PR push, growers’ representatives report.
Promotional organisation English Apples & Pears (EAP) has given more than a dozen radio interviews in the past 10 days to highlight the launch of the second half of the season.
Chief executive Adrian Barlow (pictured) told FPJ: “We have been highlighting the fact that the multiples have made an effort to lower specifications because of last year’s bad weather, which has not affected quality or taste.
As a result, this season apples are being allowed onto the shelves that would not have been considered a year ago.”
Barlow added that sugar and nutrient levels are above the five-year average. The EAP promotional drive, which has also featured in the press nationally, has been drawing attention to the newer varieties of English apples such as Cameo, Jazz, Kanzi and Rubens, as well as the smaller volume lines of Opal and Smitten.
“These new varieties are now in full swing and Cameo, Jazz, Kanzi and Rubens will be available in good volume for the next four months.”
EAP has calculated that prices are up some 18 per cent year on year for dessert apples. “There has been a lot of talk of price inflation in fresh produce,” Barlow said.
“English apple prices have increased by 18 per cent year on year, up from £1.69 a kilo to £1.89, although they have actually been static over the last two months.
“However, a lot of that increase is actually the result of a lack of promotional activity this year, without any 2-for-1s or BOGOFs, and that is influencing the big picture.”
Bramleys short
Bramley supply has been complicated this year. The culinary variety has experienced large increases in prices paid for processing, which EAP forecasts to continue to climb because of a shortage of fruit. Fresh supply will run out by about mid-June.
