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The company undertakes liaison with and representations to UK ministers and government departments including DEFRA, the Department of Health and the Chemicals Regulation Directorate on any issues which could affect English growers (eg quality standards, pesticides, spraying, wages, increasing consumption, fruit for schools). The company ensures the views of English growers are taken into account by a European decision-making bodies through membership of the Copa Cogeca Fruit and Vegetable Committee, the Apples and Pears Sub-Group and the EC committee of experts.
The company is a member of the World Apples and Pears Association whose objective is to ensure a strong and successful industry throughout the world and to increase consumption. WAPA also produces industry statistics including crop forecasts, monthly stock updates and consumption data.
The company’s Quality Fruit Group monitors maturity criteria and stored product to provide advice to growers about picking dates, storage and particular risks to quality in this season's concerned. Advice is sent growers through newsletters.
The company provides information for journalists and writers from all sectors of the media and issues regular press releases throughout each season. The company also deals with queries and requests for information from consumers and customers as well as providing photographs for the media. Promotional leaflets and posters are produced and distributed to trade customers, organisers of apples/pear events, teachers, students and consumers. The company exhibits at various shows and exhibitions.
The Promotional Committee, whose membership comprises senior personnel from the major marketing groups and major growers, meet regularly to improve the industry's performance and to guide promotional activities. They are responsible for compiling industry crop forecasts and monthly updates of stocks by variety. Additionally, industry sales are monitored and discussed with customers.
A PR campaign is undertaken to launch each season and to stimulate demand from consumers and retailers for English dessert apples and pears. A further Campaign takes place after Christmas to highlight the availability of new late season varieties. Additionally, PR continues throughout each season with briefings to journalists. Posters and leaflets are produced and distributed to trade customers and consumers.
The Bramley Campaign is widely respected and regarded as one of the most effective promotional campaigns in the fresh produce sector. Continuous PR takes place throughout the year to reinforce Bramley’s position as the supreme cooking apple. Specific seasonal promotional activities are undertaken including Bramley Apple Week and recipes are sent regularly to all sectors of the media as well as direct to consumers who have registered their interest. The support for Bramley from organisations and individuals is recognised through the annual Bramley Awards. Promotions are organised with retailers, wholesalers, manufacturers and catering companies. Cookery demonstrations are undertaken for food writers and consumers and various activities are organised with catering colleges to encourage the use of Bramley by their students.
All the Company’s activities are funded through voluntary levies paid by growers. Grant aid (European and National) is obtained wherever possible and activities are organised so that contributions are eligible for inclusion in Producer Organisations’ operating programmes.
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English Apples and Pears Ltd is a limited registered company formed in 1990 to organise and develop the promotion of the English industry. More.
There’s an English apple for everyone - Find your perfect apple - TAKE THE QUIZ Click here.
The English Apples and Pears Ltd. iPhone App allows users to check the origin of the fruit. In the UK apples are sold with a 3 or 4 digit label which identifies the variety and source. Click here.