Sainsbury is aiming to take the top spot from Tesco when it comes to English top fruit. Marcus Hoggarth, senior buyer for apples and pears, said the multiple was aiming for significant growth: "I'd like to see us stuff Tesco and get the number one position back." Speaking at Sainsbury's Top Fruit Grower Forum last week, Hoggarth said last year had been a big improvement on the previous year, but he was hoping for an even better performance this year. "We've a great opportunity, but must get it right," he said. But he called on growers to ensure the quality of produce was at its best. "The quality has got to be spot on. It's what helps differentiate us from Tesco," he added. Hoggarth told growers that pre-season awareness was key and Sainsbury would again run its The English are coming' teaser campaign, around four weeks prior to the Cox season. Dramatic, impactful merchandising and early season promotions were also vital to boost sales, he said. "We've got to have promotions to get critical mass from day one." And key varietal opportunities were also available, he added. This season, Sainsbury will be stocking only English Cox, volumes permitting. "We are also hoping to be 100% English Braeburn for a period, although that period may be just a matter of hours or minutes." As for pears, buyer Leo Muid said although they had been neglected, they would receive much more focus this season. "We know where we want to be and have plans in place." He said Sainsbury had enjoyed 57% growth in comice pears last year and was hoping to repeat that success with other varieties such as Conference. {{MARKET EDGE }}

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