This is the claim of analyst Cedric Porter of Kent-based Supply Intelligence, who told growers at last week's Fruit Focus in Kent that despite the current economic climate there continues to be a growing demand for fruit and fruit products.
He added that British and/or local foods go hand-in-hand with more frugal shopping, because they are all part of a greater social responsibility.
He said: "I believe that the fruit sector is in a strong financial position to weather the (economic) storm with demand strong and industry structure good."
Porter encouraged growers to carry on convincing consumers of fruit's financial and nutritional values - such as messages like the Five A Day initiative - and develop products that appeal to "belt tighteners", such as new frozen products, pick-your-own schemes and jam-making kits.
However, Porter did warn growers that many worries still exist.
Labour problems, growing practices and higher costs could affect grower profitability - and increased unemployment will be a sign of a real recession as it will affect spending power.