The renewed case for co‐operation in marketing British apples

Abstract

The English apple industry still faces serious difficulties despite some movement towards market orientation. Distribution of class 1 fruit has shifted since the late 1970s away from primary wholesale markets to multiple retailers who were attracted by higher profit margins. Consequently, the marketing of class 1 apples is now an administered vertical market. Some studies suggest the industry should export; however, believes this would be wrong for Cox until there is a sound domestic market. Growers need to adopt the new varieties that have been introduced by competitors in France and New Zealand. A niche market also exists for the traditional varieties. The emphasis should be focused on expanding the total market for apples, not on increasing market share, a case supported by studies which show that increased consumption of fruit and vegetables reduces the risk of cancer and heart diseases; a revival of a marketing intelligence system for the industry is essential.

Citation

Starkey, M.W. and Carberry‐Long, M. (1995), "The renewed case for co‐operation in marketing British apples", British Food Journal, Vol. 97 No. 4, pp. 3-8. https://doi.org/10.1108/00070709510085602