Waitrose is individually identifying dessert apples by variety and source with a new colour coded sticker in a move which will rationalise the style of labels used across its full range. The first fruit with a new look, South African Royal Gala, is already in store. Central fruit buyer Richard Hind said the strategy, which also covers South Africa, Chile and Washington State, would take some time to roll out. English apples will carry a UK logo and will still receive greater prominence than continental fruit which will simply be branded EU, except Austria which will be identified AUS. Said Hind: "Waitrose has always had a policy of strongly supporting English growers. This in no way means we will be looking elsewhere." Hind said the aim was to bring back seasonality to the assortment. Additionally, by getting distributors to use Waitrose's own label it could be more selective at packhouse level. {{FRESH PRODUCE }}

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