Berry Gardens managing director Nicholas Marston described the proposals as flawed. "Plums are intrinsically harder to predict. We think it's up to individual growers and their marketing companies to come to arrangements with retailers. It can't be done industry-wide," he said.
However, he added that the recently announced British Summer Fruits-backed PR campaign to promote the start of the English plum season would create pull-through that was lacking previously.
"Retailers are very good at doing what their customers want," said Marston. "The British plum is a unique product and we want to raise its profile with consumers so that they will care about provenance." British cherries "are relatively small in volume but very much in demand", he added.