The market continues to be tough as the effects of the global recession add to the continuing weakness of sterling, which is severely impacting on imports from the US and the Eurozone.
There have been plentiful supplies of Braeburn, Golden Delicious and Granny Smith across Europe this quarter, with Royal Gala the only apple tightening up of late to create strong prices. On average, prices have been down around €2 (£1.73), with lower demand from France and Spain adding to problems with the Russian market taking a lot less product, leading to prices easing back.
French growers in the Loire Valley are particularly struggling, as their focus is based so closely on the UK market and returns remain low.
France is set to produce 1.6 million tonnes of apples this season - a five per cent increase on the 2008-09 season - which includes approximately 541,000t of Golden Delicious, 263,000t of Royal Gala, 170,000t of Granny Smith and 112,000t of Braeburn. In total, around 40 per cent of the French crop is exported, 45 per cent will meet domestic demand and the remaining 15 per cent will be sold for food processing.
John Hopkins, Capespan’s procurement manager for pome fruit, says: “It has definitely been a slow, steady market. Trade with the wholesale markets has been slower than last year, but fruit quality has been good in Western Europe - coloration of Royal Gala and Braeburn has been excellent, despite some pressure issues.
“Looking to South Africa - there have been hot conditions, which may mean that colour development is retarded and could cause delays to the bi-coloured apples, with low colour or sunburn both likely. Granny Smith and Golden Delicious are looking good, with sizing and quality high.”
Elsewhere in the southern hemisphere, Chile is said to be shaping up for similar volumes to last year, while less product is likely to come from New Zealand as more and more Braeburn orchards are grubbed over to Rosy Glow and Jazz crops.
It is notable that, while the recession has hit the import/export market, perceived “premium” apples such as Ariane, Rubens and Kanzi, sourced from the UK, France, Germany and the Benelux countries, continue to do well, while Pink Lady also remains a consumer favourite. The latter has had some problems relating to pressure - a serious difficulty when Pink Lady is so intrinsically related to high quality - and importers have been looking to the US for product because of quality and also price - ironic given the distance the fruit has to travel.
The UK apple crop has benefited greatly from added industry impetus in the form of a season relaunch.
The UK designer apples - Jazz, Kanzi and Cameo - came on stream to much press attention and will continue until May. Stocks of Cox, Royal Gala and Egremont Russet are said to be “reasonable”, lasting through until mid-March.
One source says: “The English season has been excellent, with overall sales ahead of plan and there is no variety that is behind, so we have a very good bulk of stocks.
“Grade-outs of Bramley have reduced a little and there is quite a bit less stock than a year ago so there could be some shortages come the middle of the summer, but there is usually a bit of a summer slowdown then, so it should be fine.
“The Braeburn crop looks to be more than double last year’s record crop and represents a massive opportunity for import replacement.”
In terms of pears, there is a much larger stock of UK Conference this year, while volumes in Belgium and the Netherlands are also up. European stocks of Rocha pears are also up while Williams has sold out, with overall volumes up around five per cent on an average figure over the last 10 years.
South African Williams pears are set to enter the market imminently at fairly strong prices, with competition fierce for smaller product. Comice pears from South Africa are also said to be of good quality and there should be a smooth transition from the UK and Benelux crops.
Blush pears from the same source are likely to be popular this season, with high temperatures leading to good coloration and a small crop likely to bring on strong prices.
A difficult market then, but backed by strong product.
BRAMLEY BOOST IN 2009 SEES INTEREST RISE IN ENGLISH CLASSIC
After an incredible year for Bramley apples including a plethora of activity centred on the product’s bicentenary, Bramley Campaign chairman Adrian Barlow describes an eventful 2009 and what lies ahead for the product at the start of Bramley Apple Week.
Last year was a tremendous one for the Bramley apple, and one in which we were given a number of excellent platforms from which to tell its story. The bicentenary provided a real focal point for each event and allowed the media a wide range of opportunities to report on aspects of particular interest to the different readers, listeners and viewers.
One of the highlights was the unveiling of the Bramley stained glass window at Southwell Minster, depicting the apple tree that was grown from a pip planted by Mary Ann Brailsford, in a garden in Southwell, Nottinghamshire, in 1809. Another high point was when HRH The Princess Royal visited the National Trust’s Cotehle Estate in the Tamar Valley in Cornwall to plant a tree.
It was a landmark year for Bramley and I have been particularly pleased with how the coverage has infiltrated the mainstream news media, as well as consumer and trade magazines. Radio and TV coverage offers a great opportunity to get our message across in a way that can really attract the interest of both new and existing consumers and increase sales considerably in the short and long term.
Another message that we have been working on throughout the year is that Bramley should not be restricted merely to traditional English cuisine. We are very aware that we live in a diverse society and that there are many people who live in the UK who were not born here, for whom Bramley has not been a part of their cuisine. Bramley is an outstanding and versatile ingredient. These qualities have allowed us to develop some innovative and inspiring recipes to help incorporate Bramley into various different types of food.
In terms of the crop itself, sales were strong in 2009. There was a fall in demand for fresh product at the height of the summer when the availability of large volumes of stonefruit and citrus affected sales of Bramley, but from 1 August through to 31 December, sales were very strong - up 10.9 per cent on the previous year. Sales for 2008 had already increased compared with 2007, so it is clear there is a real upward trend and a platform on which to build.
On the processing side, there was a very large crop in Northern Ireland leading to oversupply into the processing sector and unfortunately, this did affect growers’ returns adversely. But recent signs have been promising, with Northern Irish companies coming into the market for English Bramley, which should begin to strengthen prices.
Overall, we have had good sales in terms of volume, but for the last 18 months returns to growers have not been sufficient to justify continued investments in orchards or storage and packing facilities. Unless this is corrected, volume production will begin to be adversely affected. The fact that Bramley is not rivalled by any other variety of apple in the UK ought to offer some protection against inadequate prices in the fresh market but sadly, this has not proved to be the case.
It has been 20 years since the Bramley Campaign was formed and we have enjoyed some excellent coverage over the years. Bramley is an outstanding product because of its truly remarkable culinary properties. It is the supreme apple for cooking and we have been able to widen its usage from starters to traditional desserts, main courses and in recipes based on overseas cuisine. These different dishes have provided us with the opportunity to augment innovative recipes with attractive photography that very frequently has appealed to food writers and journalists.
When the campaign began, there was much investment in above-the-line advertising but, given the limited budget, it quickly became evident that PR would be more cost-effective. Good photography and recipes have been very important for us and I believe we have really given consumers and caterers many new ideas about cooking with Bramley. We are fortunate that Bramley, unlike many other fresh products, is available for 12 months of the year, so we can maintain an unbroken continuity of messages and Bramley is always available for consumers to purchase. We are not limited by having to focus on an “in-season” message.
Looking ahead, we aim to maintain the direction established in 2009 and highlight recipes that incorporate Bramley into meals from starters to puddings, as well as pushing the health message, as there are major problems with obesity in this country. Sales and usage of Bramley are both increasing strongly and Bramley Apple Week will provide the perfect platform for further development.
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