Long-term growth expected in prepacked fruit with its additional opportunities English dessert apples core Sainsbury concern Sainsbury plans to give English dessert apples greater prominence in the coming season, fruit category buyer Marcus Hoggarth has told growers and their marketing organisations OrchardWorld and WorldWide Fruit. "A new strategy and a far tighter integrated communications programme will drive forward our market share to capitalise on customers' propensity to buy English fruit," he said. "It is one aspect of our future planning which will allow us to continue to punch above our weight in the coming season," he added. While its total annual market share for all apples has expanded, Hoggarth conceded that Sainsbury had not earlier recorded anticipated growth for English fruit. Since then it has categorised stores and customers into exact profiles to assess consumer demand more accurately. Its total apple sales are valued at around £100m with Braeburn the largest seller at £25m followed by Gala (£16m), Cox (£14m), Golden Delicious (£13m), Granny Smith (£12m) and Pink Lady (£6m). Apart from promoting Cox in store, between next September and Christmas, there are plans to enhance the public perception of English Gala, Braeburn, and Egremont Russett as premium varieties. Hoggarth expects long- term growth in prepacked fruit because it can create a range of additional marketing opportunities. "We want to make the arrival of English apples in store an event," he added. "Cox is not a product to be discounted. If we can programme the right volumes which are the best quality and size, our customers will pay the price." {{FRESH PRODUCE }}

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