English apple growers are predicting the tastiest fruit this century for the new season.
Prolonged sunshine at the right stage in the season looks set to produce 'brilliant flavour', according to trade body English Apples & Pears (EAP), which added that they will be the tastiest since the turn of the millennium.
However it hasn't all been good news for English growers, with the late spring and dry conditions meaning it is likely to be a lower tonnage once crops are picked. The so-called 'June drop', where the crop thins as fruit falls from the trees, was heavier than usual and if rain remains sparse volumes look certain to decline.
Labour worries
The projection for the new season comes as a new EAP growers survey shows 41 per cent of producers have seen fewer applications for seasonal picking work this year, and 38 per cent saying it has been harder than ever to recruit. Only six per cent reported no issue with seasonal labour, and as many as 61 per cent believe 2019 will be even worse, a factor that is hitting confidence to invest.
According to the survey, some 62 per cent of apple growers say that unless the UK government allows access to non-EU seasonal workers, “we expect to produce less fruit”, with 55 per cent saying that they have already reconsidered investment plans as a result of the uncertainty.
“Once again we urge government to take this issue seriously and propose a solution to the seasonal workers issue as quickly as possible; we need to inspire confidence that there are great employment opportunities on British farms,” said EAP executive chair Ali Capper. “It would be devastating if apples of such fantastic quality were allowed to rot on the trees because there aren’t enough pickers to harvest them in 2018.”
New-season promotion
Apple sales for the new season will be supported for the second year by EAP’s new market development campaign, which is focused on building a recognisable and positive identity for the UK crop. The Great British Apples brand and support campaign was introduced last year and will feature significant in-store activity in 2018 in partnership with multiple retailers, as well as PR, social media, digital and sampling support.
“We’re taking a long-term strategic approach to building our generic brand for Great British Apples and are delighted that it was so well received on debut last year. It has given us much to build on in an upweighted campaign for 2018,” added Capper.
Dessert apples are Britain's best-selling fresh produce item, coming top of this week's FPJ Big 50 Products 2018 ranking with retail sales of £915.2m, which covers both domestic and imported fruit.
