September 2024 will mark the start of the new British apple season and UK growers say that an early start to the growing season has resulted in a good volume of slightly larger apples.
Young apples are now growing and ripening slowly in orchards across the UK. Growers have been reviewing their crops closely and have set out the following predictions for the coming season:
Apples will be larger than average. The mild weather during March and April this year is resulting in larger apples. This will mean that the price per pack will need to increase, or retailers should look to put more four packs on the shelf, as consumers will be getting more 'apple' in their six-packs than in previous years. Growers will be talking to their retail customers about this natural reality to ensure that they receive a fair return for the weight of apples they are producing.
Apple volumes are generally looking good. While variations from orchard to orchard exist, the overall apple crop is looking reasonable. Expectations are that it will be slightly larger than in 2023, but not as big as 2022.
Some skin blemishes, but great eating experiences. This year's crop may not be picture perfect, but the eating experience will be as delicious as always. Some orchards have experienced hail damage and there is a low level of russeting in some locations due to the spring weather. This will result in blemishes on the skin of the fruit. What is important is that this does not result in food waste. The eating experience is the same and these apples are just as delicious as usual.
Ali Capper, executive chair of British Apples & Pears Limited (BAPL), said: "Weather and cost of production issues have once again challenged our growers, but they are resilient and working hard to deliver a great crop later this year. We're expecting 2024 to be a good crop, but we probably won't reach the bumper volumes of 2022. With larger fruit looking likely, it's essential that retailers pay a fair price for the weight produced, not just the number of apples produced. We are desperate to stop the contraction in the industry that has come from unsustainable returns. We need to be investing in orchards, planting more trees and building the UK's food security and that means fair returns."
As in recent years, BAPL members are working closely with retailers to create in-store theatre celebrating the best of British top fruit from the month of September 2024 onwards. TV advertising and strong social media promotion in 2023 really helped to raise the profile of new season apples with shoppers. It's hoped that this year is even bigger and BAPL will also be investing heavily in social media advertising at the start of season.
For more information:
Louise Raisbeck
British Apples and Pears
Tel: +44 07966 688063.
Email: [email protected]