Bramley apple growers want multiples to reposition their fruit in produce departments away from varieties such as Granny Smith which they claim can be mistaken for the UK’s unique cooking apple.
Ian Mitchell, chairman of the Bramley Campaign Group, will officially launch the season on September 13. He believes there is a huge opportunity for retailers to develop fruit for cooking’ fixtures centred around the variety which is available year round. “Because of the similarity, it confuses shoppers if Bramleys are sited near Granny Smiths,” he added.
More than 70% of the respondents to a BCG consumer survey supported the idea of a different fixture and half believed they would buy more Bramleys if they were merchandised alongside plums, pears, rhubarb and apricots instead of next to dessert apples. Mitchell sees this approach as far more productive than retail price cutting. “Price promotions simply do not work,” he said. One reason for this, he claims, is because the majority of Bramley purchases are made by consumers in the 55 plus age bracket.
The concept behind the new fixture is also to introduce the fruit to younger shoppers geared far more to convenience. Bramleys represent a major share of the English fresh produce industry, accounting for 41% of fruit grown with multiples selling around 75%-80%. This year there will be adequate supplies, although the crop may be some 10% lighter than 1998/99, according to Mitchell.
Official statistics originally foresaw a 21% reduction. He added: “There was some early frost damage, but fruit has grown so well, there should be an excellent proportion of the best sizes for the fresh market.”
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