What does the future hold for apples and pears?
26th October 2024
Despite a tough three years for growers, things have started to look up in recent months. We spoke to Ali Capper, executive chair of British Apples & Pears, for some insight.
Q. What are the key challenges facing growers?
A: There’s no doubt it’s been a tough three years for British apple and pear growers. In particular, they have struggled with high cost inflation and low returns from supermarkets, which has put their financial viability at serious risk. As a result, we have seen growers cutting back on tree planting and this could pose challenges for future supply. However, in recent months things have started looking up. We’ve seen some positive signs that retailers are listening and starting to recognise the value of long-term partnerships and investment in British orchards and our farmers.
Q. What are the future opportunities?
A: A key opportunity for us is to increase the percentage of British apples on sale in UK supermarkets. We have the ideal climate to grow the best apples in the world and, with high-tech storage solutions, we could have year-round supply of British apples. There would be no need to import fruit, with the associated environmental impact and food miles that brings.
BAPL has an ambition of 60% of all apples sold in the UK being from the UK by 2030. With supermarket support, that’s something I’m confident we can achieve and even surpass.
Q. What would you like to see from the new government?
A: We’ve set out a clear manifesto from British apple and pear growers. There are 10 clear actions that would help to secure the future of our industry. Two important actions relate to access to seasonal labour to help us pick our fruit and fair contracts with supermarkets. We would also like to see the government deliver on the recent commitment of £10 million for orchard investment.
Q. What would you like to see from retailers?
A: We continue to ask retailers to support growers with fair returns and longer-term contracts that help our farmers balance the risks they take to supply fruit. In terms of longer-term contracts, we are doing some work to help support the sector with frameworks for the legal and cost of production terms that should be considered.
In addition to that, we need retailers to show their support for British apples and pears, especially during the start of the season. This year we want to see retailers undertaking more TV advertising, social media promotions and big in-store fixture celebrations for the new season fruit. We know UK consumers are keen to buy British fruit, we just need retailers to join in on the celebrations and promote British apples and pears, making them the easiest to find in-store and online.
Q. What campaigns are BAPL working on?
A: We’re very busy campaigning on behalf of our growers. This involves liaison with government and retailers, as well as promoting our wonderful apples and pears directly to consumers via our social media channels. Our key consumer messages are “superfood” (the health benefits of apples), “an apple a day” and “OrchardWatch” which brings to life the hard work of our growers. Right now [in July], we’re focusing on getting ready for start of season 2024 and liaising with SEDEX and others over proposed changes to its ethical audit that will have big potential consequences for the industry.
Q. What have been some recent ‘big wins’ for the sector?
A: The seasonal worker visa scheme has historically been organised on an annual basis with the details confirmed at the last minute each year. This has caused huge challenges for our growers. We were delighted when our campaigning resulted in the government announcing a five-year scheme. We do need the new government to continue this commitment.
Another big win for us has been the healthy retail competition we’ve set up. By publishing our monthly apple and pear sales data, we’re able to showcase which supermarkets are best at supporting British. This transparency has really got retailers competing with each other to sell the most British apples.
Q. What three things would you like to say to growers?
Remember that you produce some of the tastiest and highest quality fruit in the world – please take pride in your hard work
Your crop association is here for you – ring or email me directly if you need to discuss an issue
If you want to get more involved in our work, please get in touch.
Meet our expert
Ali Capper grew up on a farm in Herefordshire and spent 18 years working in advertising and marketing agencies in London.
She married Richard Capper in 2006 and is a partner in Stocks Farm, which has been in the Capper family since 1962. For more than 200 years, the farm has grown hops and fruit on the Herefordshire/Worcestershire border.
Since around 2012, Ali has also worked hard to help represent the sector through the NFU and, latterly, BAPL.
