The British apple and pear season officially kicked off this week with UK growers predicting a year-round supply of particularly flavoursome apples, stated a recent report citing a growers’ body.
According to grower organisation British Apples and Pears (BAPL), favourable spring and summer weather has given rise to particularly flavoursome apples. Volumes and storage quality are also good, meaning the potential for a full year-round (12 month) supply of British apples for UK shoppers, it added.
BAPL also reportedly stated that it wants to drive retailer support for British apples and pears to help British growers achieve their aim that 60 per cent of all apples available in stores are British by 2030.
“This year, British apples will taste especially delicious, and the good quantity and quality crop means our growers are predicting a full year-round supply of British apples in stores!,” the body tweeted on Monday (26).
BAPL said it will be stressing the value offered by British apples in a new campaign theme #ValueAtTheCore. Celebrity chef Raymond Blanc is also continuing his partnership with BAPL for the third year running. Health-messaging will also feature strongly in the launch activities.
“With the cost of living rising significantly, British apples offer one of the best value, healthy snacks on the market. British apples also travel minimal food miles to reach our supermarket shelves, meaning they provide the optimal, environmental choice too - kind to our wallets, the environment and our overall health – everyone needs an apple a day,” reports quoted Ali Capper, BAPL executive chair, as saying.
