Lighter volumes lift hopes for better prices Bramley growers have forecast a vintage quality season although volumes will be lighter than the previous year. One reason for this is a substantial reduction in the Northern Ireland crop. Ian Mitchell, chairman of the promotional group, estimates that the effect on the total British crop will lead to an overall reduction of 15%. "We would expect around 75,000 tonnes of Bramley for the fresh and processed market," he said. Mitchell, whose 500 acres makes him one of the largest producers in the UK, says that the season has started well. Stocks of stored fruit have cleared and a brief gap has benefited a traditional early variety, Howegate Wonder. "The Bramley season will be better balanced than 1999," believes Mitchell. It should lead to improved prices which he says are critical after a season when many producers could not afford to maintain their annual replanting programmes costing around £2,500 an acre. Mitchell is expecting the unique culinary apple to continue to win promotional support from the major multiples. "We have already had considerable success," he says. "Last year we initiated category management initiatives and we are beginning to see the results. "Sainsbury for example now has in place a special fruit for cooking' section in many of its stores with plans to extend the concept nationwide." While the fresh market has continued to be buoyant, Mitchell is also expecting the development of more joint promotions with other food products this winter. "Discussions are already under way with several retailers," he adds. He is equally encouraged by the increasing range of prepared food, confectionery and drink products which are now identifying Bramley in their list of ingredients. {{FRESH PRODUCE }}

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