It would have been close to sacrilege even a decade ago to attend our National Fruit Show and suggest that Cox was in danger of losing its top spot. But the writing is on the wall at a time when the industry appears to be more buoyant than usual.

Adrian Barlow, who ably carries the flag for English Apples & Pears, confirmed that English-grown Gala will have overtaken our best-known variety in volume terms within two years. Another surprising statistic was that over the whole year it accounts for a quarter of all apple sales, with a feeling that there will be more pressure as the acreage of home-grown Braeburn is still climbing.

These two New Zealand varieties are indirectly playing another role as they are often the proud parents of many other newcomers battling for shelf space. It all indicates that demand is changing and moving towards sweeter fruit.

There are, of course, other factors involved. Most of the current list of challenging commercial UK contenders such as Jazz, Cameo, Kanzi and Rubens, not only already appeal to the public taste, but are far more profitable.

For the grower, they are consistent both in terms of yield and the proportion of Class I fruit harvested. For the retailer, they offer a chance for a point of difference. As importantly for both, they provide an opportunity to maintain a premium.

Many varieties in this brave new world are ring fenced. Exclusivity has also become the name of the game for marketing groups and their growers as a way to exercise more control and bring themselves closer in the hallowed world of retail partnership.

It was not surprising, therefore, that last week a number of leading growers visiting the show estimated there were as many as 30 club apples making their presence felt with breeders, reflecting there were many more in the pipeline.

The good news is that not only does the UK industry still have the technology and ability to grow excellent fruit that can match imported competition, but is willing to change.

One result is that while acreage may have remained relatively stable, the UK’s total apple crop is increasing. Nevertheless, today’s winners may not have the luxury of being around as long as Cox. The international impact of Pink Lady in less than 20 years is a shining example of how quickly a competitive winner can be brought to market.

Without being partisan - and personally hoping that Cox will remain in the forefront, if not the lead - it is possible that by 2020 retail shelves will be carrying varieties with names like Goldrush, Christmas Pippin, and my favourite, the appropriately named Scrumptious.

But, as Barlow continuously and rightly points out, it will only be if there is enough cash going back in the business to keep up the momentum.