Topfruit trade body English Apples & Pears has appointed industry kingpin Sarah Calcutt as its new operations director as it looks to increase the market share of British apples.
Calcutt will support executive chair Ali Capper in implementing a new strategic direction for the organisation as it reshuffles its structure and expands its executive committee.
Looking to tap into rising demand for British apples, the industry veteran will work with service provider Richmond & Towers to implement the second year of its Great British Apples marketing campaign.
“With the correct strategies and campaigns in place there is a huge opportunity for British growers, both this year and for many years to come,” Calcutt said.
“Having lived and breathed the industry for many years, I’m more than ready to work with English Apples & Pears to support our growers in delivering these ambitious and achievable growth plans.”
Great British Apples campaign activities will peak at the start of the season in August, with a campaign logo likely to be featured in major retailers’ stores nationwide.
Calcutt will also manage EAP operations and oversee its marketing campaign, but the trade body made it clear that she will continue as general manager of the Avalon Growers Producer Organisation and chair of the National Fruit Show.
Her appointment follows recent efforts by the trade body to ensure the British topfruit industry prospers after Brexit.
EAP recently responded to Defra’s ‘Health & Harmony’ consultation by calling on government to help the industry grow the size of the British crop. And Capper has stepped up lobbying activity as Brexit uncertainties around seasonal labour persist.
In addition, EAP has been involved in a coordinated approach to retailer communications through the industry’s marketing agents.
