Main content area

The renewed case for co-operation in marketing British apples

Starkey, M.W., Carberry-Long, M.
British food journal 1995 v.97 no.4 pp. 3-8
apples, food marketing, food industry, United Kingdom
The English apple industry still faces serious difficulties despite some movement towards market orientation. Distribution of class 1 fruit has shifted since the late 1970s away from primary wholesale markets to multiple retailers who were attracted by higher profit margins. Consequently, the marketing of class 1 apples is now an administered vertical market. Some studies suggest the industry should export; however, believes this would be wrong for Cox until there is a sound domestic market. Growers need to adopt the new varieties that have been introduced by competitors in France and New Zealand. A niche market also exists for the traditional varieties. The emphasis should be focused on expanding the total market for apples, not on increasing market share, a case supported by studies which show that increased consumption of fruit and vegetables reduces the risk of cancer and heart diseases; a revival of a marketing intelligence system for the industry is essential.