'Re-launch' of English apple season creates an explosion of media interest

A New Year campaign to raise awareness of the extended British apple season has been hailed an "astonishing" success by English Apple & (EAP) chief executive Adrian Barlow.

A press release sent to BBC radio and television stations explained that the English season now lasts until the end of May thanks to the increased volume and availability of English Braeburn. This season the Braeburn volumes were twice that of the previous crop.

EAP's campaign also pointed out the availability of English Jazz, Kanzi and Cameo, and highlighted the benefits of buying English produce.

The release, which was followed up by free samples of English apples, created such an explosion of interest that the "secondary launch" of the English apple season was featured on dozens of local and national radio and television news shows on 15 January.

The campaign was then launched to the rest of the media with further features taking place.

Barlow said: "The uptake we have had is astonishing."

For more on this story see next week's Grower.

 

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