Bramley Apple Week heralded as a success

The Bramley Campaign is celebrating the success of Bramley Apple Week, which reached more than seven million people.

As part of the promotion on 7-14 February, Bramleys were featured extensively on national and regional television, in national and regional newspapers, weekly and monthly magazines and online.

The campaign achieved an equivalent advertising value of more than £112,000 and saw a 50 per cent increase in visitors to its website - www.bramleyapples.co.uk.

This year, Bramley Apple Week focused on the apple's versatility, with a series of new recipes highlighting Bramley's many uses beyond pies and crumbles.

The campaign teamed up with BBC Magazines to produce a special insert in Easy Cook magazine, which has a readership of more than 200,000.

It contained a selection of recipes, including Bramley Rarebit and Bramley Apple Toffee Crumbles, developed by the BBC Good Food team to demonstrate Bramleys' versatility and ease of use.

The highlights of the week's media coverage included:

- Coverage of "fast family favourites" recipes in a selection of top magazines including Chat, Cook Vegetarian, Easy Living, People's Friend, Sainsbury's Magazine, Woman and Woman's Weekly.

- Phil Vickery celebrating Bramley Apple Week on ITV's This Morning by cooking fragrant poached beef with Bramley apples.

- James Tanner and James Martin celebrating on BBC2's Saturday Kitchen by cooking fillet of pork with a Bramley apple sauce.

Campaign chairman Adrian Barlow said: "Bramley Apple Week was a tremendous success. We were able to build on the momentum of last year's bicentenary and make a real impact with consumers."

BRAMLEY SALES IMPROVE

Volume sales of fresh Bramley to supermarkets since the start of the season last August are 2.2 per cent higher than last year, the Bramley Campaign has revealed.

English Apple & Pears chief executive and campaign chairman Adrian Barlow said: "An analysis of the past five years shows steadily increasing sales, indicating that the campaign's activities, combined with exhortations to eat more fresh produce, are causing a continual increase in consumption."

Stocks for the fresh market are adequate although there will be a tightening of supplies as the summer progresses. Since January, grade-outs have gradually improved as forecast but there are likely to be shortages in July.

The juice market internationally continues to be depressed and demand from the cider industry in Northern Ireland is reported to have reduced by more than 70 per cent from its peak three years ago. This has hit the processing market but there are signs now of an improving balance between demand and supply.


Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

Is a post-Brexit seasonal worker scheme now impossible?

Is a post-Brexit seasonal worker scheme now impossible?

The UK fresh-produce sector has reacted with dismay at the latest developments in the ongoing debate, largely conducted out of public view, on whether UK horticulture will still have access to seasonal migrant workers when the UK leaves the EU in 18 months' time.

Can UK fresh produce come out of Brexit ahead?

Can UK fresh produce come out of Brexit ahead?

UK production horticulture can become more profitable under one possible Brexit scenario, while other more drastic scenarios will lead to only minor losses in profitability, a new report argues.

Business Planning - Staff are your greatest asset

Business Planning - Staff are your greatest asset

An effective strategy to retain staff is the best way for any business to avoid a potential recruitment crisis, Neville Stein advises.


Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Pest & Disease Tracker bulletin 

The latest pest and disease alerts, how to treat them, plus EAMU updates, sent direct to your inbox.

Sign up here

Professor Geoffrey Dixon

GreenGene International chair Geoff Dixon on the business of fresh produce production
 

Read Professor Geoffrey Dixon