The UK’s leading multiples have pledged greater commitment to the English apple industry this year, according to English Apples & Pears ceo Adrian Barlow.
After a disastrous 2005-06 season, English growers can ill-afford another season of rock-bottom price points and extended promotions.
Barlow, who collects and shares weekly performance data on each of the retailers throughout the season, told FPJ: “The multiples appreciate the need to assume some responsibility for the profitability of English growers this season.
“We cannot have a repeat of last season, when Cox for instance was on promotion pretty much all season. It has to be a premium variety, with the industry responsible for ensuring the premium quality and a premium price, which is down to the multiple retailers. The danger of over-relying on price promotions to sell volume is that consumer perception of the value of the product will be permanently damaged.”
While a number of multiples were praised for support of the home-grown apple crop last season, Morrisons and Asda were singled out for criticism in the UK media for their purchasing and pricing policies. “I do not want to criticise any multiple,” said Barlow, “but if there are weaknesses, then the industry needs to be aware. I am confident that the supermarkets recognise the value of English apples to them, that we will see greater commitment this season, and this will manifest itself in higher returns to growers.”
