The Bramley Campaign has named the Bramley Apple Crumble Tart as the winner of its competition to find a dish to honour the Queen as she celebrates her Diamond Jubilee.
The winning dish will go on sale exclusively in Sainsbury’s stores from 16 May in time for the Jubilee festivities.
The Bramley Diamond Dishes competition encouraged consumers and chefs to be creative with Bramley apples and develop a really special dish to reflect this momentous occasion. The winning Bramley Apple Crumble Tart was created by Grace Matthews of Penzance, Cornwall. She achieved the accolade of her dish being developed and going on sale exclusively in Sainsbury’s stores, as well as winning a £500 cash prize
Entries were judged by an expert food panel including renowned food critic, Prue Leith, and representatives from Sainsbury’s, The Craft Guild of Chefs and English Apples & Pears Ltd. Seven regional winning recipes were selected to go forward to the public vote on the Bramley Facebook page during Bramley Apple Week (5-12 February 2012).
Adrian Barlow, chief executive of English Apples & Pears, said: “The winning Bramley Diamond Dish celebrates British heritage by combining an historic event with an iconic British product. We will be driving interest in the campaign through a targeted PR campaign which will increase awareness and sales of Bramley throughout the Jubilee period.”
Sainsbury’s overtrades significantly on English apples. The retailer’s dessert product developer Rachel Stares said: “At Sainsbury’s, we're continually keen to hear from our customers and we're always impressed by how creative they can be. We celebrate British produce by working in partnership with British growers all year round, and we’re proud to be the number one retailer for British grown apples. Being able to offer our customers a truly British dish that has been created by one of our customers, in honour of Her Majesty’s Diamond Jubilee, is our way of celebrating all that is great about Britain.”
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