English Apples & Pears

Activities

Political – Ensuring English Growers’ Views are Heard

Representation in Europe through membership of the Copa Cogeca Fruit and Vegetable Committee, Apples and Pears Sub-Group, EC Committee of Experts: ensures the views of English growers are taken into account by European decision-making bodies.
Members of the World Apples and Pears Association whose objective is to improve returns through collaboration and co-ordination of activities worldwide.
Members of Eurofel who compile European crop forecasts and monthly stock updates.

Technical – Improving Production to Maximise Returns

Quality Fruit Group – monitor maturity criteria and stored product to provide advice to growers about picking dates, storage and particular risks to quality in the season concerned.
Advice sent to growers by newsletters (e-mailed wherever possible for speed).

Communications – Media, Consumers and Customers

Provide information for journalists and writers; issue press releases.
Deal with queries and requests for information from consumers and customers.
Provide photographs for media.
Produce and distribute promotional leaflets and posters to trade customers, organisers of apple/pear events, teachers, students, and consumers.
Exhibit at shows and exhibitions.

Industry Communications and Co-ordination

Top Fruit Information Group: committee of the major marketing groups who meet regularly to improve the industry’s performance and to guide promotional activities.
Compiling industry crop forecasts and monthly updates of stocks by variety.
Purchase and distribute market research data every four weeks showing sales to consumers by variety, in total and for each multiple retailer.
Retail Surveillance: monitoring the stocking and display of English apples and pears in retail outlets and raising deficiencies with the retailers concerned.

Promotional Campaigns

PR campaign to launch each season and stimulate demand from consumers and retailers for English dessert apples and pears.
Ongoing PR throughout season with briefings to journalists.
Production and distribution of posters and leaflets to trade and consumers.
Bramley Campaign: widely respected and regarded as one of the most effective promotional campaigns in the fresh produce sector. Continuous PR to reinforce Bramley’s position as the supreme cooking apple. Specific seasonal promotional activities eg Bramley Apple Week. Regular release of recipes targeted at all sectors of the media. Promotions organised with retailers, wholesalers, manufacturers and catering companies. Cookery demonstrations to foodwriters and consumers. Competition to ensure catering colleges encourage use of Bramley by their students. Educational programme with dedicated website to develop awareness and use of Bramley by schoolchildren.

Websites