A hunger for English apples

September 18 marked the official start of the English Apple season with the arrival of the major English varieties in retailers, more than 7 days earlier than last year. The taste of the apples this year is excellent and demand is greater than ever. However, whilst demand soars, many consumers are confused about which apples are actually English.

Apple customers confused about buying British

• 70% of the population actively seek out English Apples when they are in season
• Yet 40% do not know when the English Apple season begins
• 76% of people in the UK believe Granny Smith apples are English when in fact they are imported

Whilst consumers may believe they are buying English apples, too frequently they are walking away with foreign varieties such as Granny Smith because they are confused by the name or simply do not know how to recognise an English apple in the shops.

Additionally, there is further confusion surrounding some of the largest selling varieties such as Braeburn and Gala because imported supplies are on sale during the English season. This can result in some consumers, unknowingly, buying imported apples which have travelled considerable distances when they could have bought home-grown.

Adrian Barlow, Chief Executive of English Apples and Pears Ltd said, “To ensure they are buying British, consumers should look for the Union Jack label on individual apples or the Union Jack logo on bags of apples.”

Demand now outstripping supply for English Apples

Despite an excellent harvest due to the warm, wet weather this summer, demand for English apples is still outstripping supply. Almost 70% of the population buy apples every single week and the reputation of English apples for unrivalled flavour together with the current focus on buying local production has resulted in English apples being in greater demand than ever.

More than 50% of consumers prefer to buy English because they taste better and because they want to support local suppliers, thus helping to reduce their carbon footprints.

Good news this season

This year the English apple crop is more than 10% larger than last year thanks to the warm, wet summer weather. There are record crops of both English Gala and English Braeburn with production of these varieties set to rise still further in future seasons from new and recently planted orchards. Indeed, the production of English Braeburn is forecast to triple in the next 5 years. The increased production will help English growers meet the higher consumer demand which currently is outstripping supply.

Adrian Barlow, Chief Executive of English Apples and Pears Ltd said, “The large increase in demand from consumers for English apples has created a great challenge for the industry as well as a huge opportunity. We have unprecedented support from retailers who recognise the importance of satisfying their customers and all the multiple retailers are implementing plans to maximise sales of English apples. Growers have invested heavily in new orchards, grading and storage facilities so that we can meet the increased consumer demand for English apples as soon as possible.”

The Great British Apple Campaign raises awareness amongst apple-buying consumers of the quality and availability of English apples. Consumers should look for the Union Jack label found on English apples to ensure they are not buying imported apples. English Apples are now in the shops and this year the crop has the outstanding taste and flavour which characterises English apples and sets them apart from apples produced elsewhere.

English Apple Varieties

English Cox, still regarded as the finest eating apple in the world, is the largest single variety produced in the UK and represents 50% of the UK total production of eating apples. English Gala is now the second largest variety and this year’s crop will be the largest ever produced in the UK.

Other major varieties are Spartan and Egremont Russet which are both available from the end of September. Traditional English varieties will also be in the shops from that time onwards. Later varieties include English Braeburn, Cameo and Kanzi together with the first volumes of English grown Jazz, all of which are new varieties and become available from November onwards.

Tasting notes

English Cox – rich, aromatic, honeyed, unique flavour, acidity and sweetness perfectly balanced.

Gala – sweet and juicy apple with a ‘melony’ hint.

Spartan – sweet, white flesh and juicy that children particularly favour.

Egremont Russet – a connoisseurs apple with a distinctive appearance and a rich nutty flavour.

Braeburn – crunchy texture, juicy with tangy flavour and good balance of sugars and acids.

Cameo – crunchy texture, juicy and sweet flavour with hints of honey and grapefruit.

Jazz – sweet, tangy flavour with pear drop undertones and aroma. Crunchy and juicy.

Kanzi – crisp white flesh and a vibrant fresh flavour providing a mouth watering fizz.