Media campaign helps Bramley sales to rise

Sales of Bramley apples have bounced back this season thanks to an English Apple & Pears media campaign and improved market conditions, chief executive Adrian Barlow has said.

Bramley apples: sales to 21 March increased by nearly 25 per cent - image: HW
Bramley apples: sales to 21 March increased by nearly 25 per cent - image: HW

Fresh sales of Bramleys to 21 March increased by nearly 25 per cent to 11,900 tonnes, he told the group's AGM last month. Previous years have seen Bramley sales hampered by insufficient supply to meet demand, he added.

"It took us a long time to get customers back," he said. "We have now achieved that and are intent on expanding that volume by getting new consumers and increasing the quantities that existing consumers use."

Lucy Egerton, senior account director at Nexus PR, which delivers the media campaign, said the strategy has been to promote greater use of Bramley apples in home cooking, manufactured products and catering.

An online "Twitter party" during Bramley Apple Week in February generated 8.5 million impressions for the #BramleyApples hashtag, she pointed out.

Barlow added: "It's important for the industry to look at promotional activity to increase consumption in the UK."


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