Supermarkets have been praised for their support of domestic apples and pears as competition for share of English fruit heats up.
Despite the season starting later, the multiples have sold 3.2 per cent more English top fruit than at the same last year, according to figures from English Apples & Pears (EAP).
Tesco has now overtaken Sainsbury’s as the number-one seller of English top fruit, with a 25.8 per cent share compared to Sainsbury’s 25.4 per cent share. Morrisons has increased to 19.6 per cent, and EAP ceo Adrian Barlow congratulated all three supermarkets for their attitude to sourcing English fruit. Sainsbury’s and Morrisons significantly overtrade, he said.
Industry sources also praised Sainsbury’s for “concentrating on maximising returns to growers” before Christmas.
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