The stark warning comes from grower Ian Mitchell in a leaflet Supplying English Apples & Pears to Wholesale Markets which has been funded by the South-East England Development Agency. Mitchell also tells growers they must visit wholesale clients regularly and meet their retail customers in order to understand the supply chain and optimise sales.
The report, which was launched on November 23 also received support from English Apples & Pears.
“To achieve successful sales through wholesalers today requires a different approach from that which would have been usual only a few years ago,” said Mitchell. “Understanding their needs and supplying products accordingly is vital. Supplying inappropriate product merely because it needs to be sold is a recipe for failure. Of course, the marketing of product below supermarket specifications is vital for grower profitability but individual wholesalers, due to the profile of their customers, vary in their sales potential.”
Mitchell drew up the report with the aim of highlighting the factors essential to achieving success in supplying wholesalers and increasing overall sales of English apples and pears through the markets. Wholesalers, market managers and customers of wholesalers all supplied information.
The leaflet recommends that branding and graphics should be considered by suppliers. “Stylish branding generally results in the development of specific demand provided the product gives consistent satisfaction,” he said.
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