Radio campaign helps to boost sales of British apples

A campaign to promote the virtues of British apples to radio listeners has been a huge success, yielding "at least half-a-million pounds worth" of advertising-equivalent value, according to English Apples & Pears chief executive Adrian Barlow.

"I was on BBC Radio Wales, 5 Live and even the BBC News TV channel, as well as many local radio stations," he told Grower.

"The aim was to highlight late-season home-grown varieties such as Cox and Gala as well as the basket of new varieties such as Jazz, Kanzi, Cameo and Junami - all of which have yielded record crops this season."

Braeburns benefited from going on sale four weeks earlier than usual in autumn, he added, helping to double sales volume to the end of the year compared with 2010.

"I am thrilled about the sales and the support of the multiples and the media has been fantastic," said Barlow.


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