OverviewIn place of a face-to-face event, British Apples & Pears Limited (BAPL) hosted a virtual briefing for key retailers, stakeholders, and influencers via the Beanstalk platform on 19th May 2020.

The event was chaired by Ali Capper, Chair of British Apples & Pears, with a panel of representatives from the top fruit industry.

Key Takeouts

• British Apples & Pears are confident in our industry’s ability to deliver a GrEAT British apple and pear crop for 2020

• We have set the ambitious target of achieving a 60% market share by 2030 - this requires the support of all retailers

• The top fruit industry continues to invest in innovative technologies

• COVID-19 has presented challenges in terms of costs, labour and distancing, but apple and pear growers are resilient and will deliver a full crop to all retailers

• On 5th October 2020, a major consumer PR and marketing campaign will start the 2020 season

BRITISH APPLES & PEARS TRADE BRIEFING19TH MAY 2020

Ali Capper

ChairBritish Apples

and Pears

James Simpson

Adrian ScrippsLtd

Ross Goatham

AC Goatham& Son

Ben Bardsley

Bardsley England

Tony Harding

Worldwide Fruit Ltd

James Smith

Loddington Farm

The Panel

THE 2020 SEASON Investment and Innovation• The top fruit industry wants to see every retailer sell more British than imported apples and pears• BAPL is at the forefront of innovation in the industry and champions progressive

measures to advance the industry agenda• In the last decade, £114m has been invested in technologies on farm and in

packhouses with £6m has been invested in R&D• Investment in orchard systems is creating greater efficiency in pruning, thinning

and picking. New orchards are now designed for harvesting using automated systems, rigs and trains to assist harvest workers

Retailers are supportive of British Apples and Pears goals

How can you help us to meet our strategic goals of a 60% market share by 2030?

23%33%

44%

You will help usmeet this target

You will help usexceed thisYou will help ussmash it

1A Growing Industry

• British apples and pears is a growing industry with a clear ambition for the sector

• BAPL has set an ambition to increase our British apple market share to 60% by 2030

• There has been a 79% increase in the tonnage of apples grown in the last decade

• Gala apple volumes have increased by 224% in the last 10 years

• Braeburn apple volumes have increased by 189% in the last 10 years.

• There has been extensive investment in modern pear orchards

• Growers have planted 9 million new trees in the last 10 years

Ben Bardsley“It’s a really exciting time for us. There is a lot of innovation in the industry, for example

robotic harvesting, with tech companies collaborating with us.”

James Simpson“British Apples and Pears growers have been able to step in and

cover any shortage of produce. We have very good quality products that store very well. We want to ensure food security, in that way, our home-produced apples are delivered and consumed at home.”

Source: Retailers and other attendees of the BAPL webinar on 19th May 2020

Ali Capper“Our mission, quite simply, is to increase the consumption of

British apples and pears across the nation and ‘An Apple a Day’ remains at the core of that.”

COVID-19 Labour Challenge• COVID-19 has given the industry the biggest challenge yet –

but we say challenge accepted!

• We will pick our entire apple and pear crop

• BAPL has redirected budgets to ensure that the sector can recruit for the 2020 season

• A new portal, launched on 11th May, links workers directly with farm vacancies

• In the first 30 days since its launch, the recruitment portal received 36,640-page views and 92% of the visitors were new to the BAPL website

• The recruitment campaign is being supported by proactive PR and social media advertising - the launch recruitment campaign Facebook post had a higher than average reach of 42,330

• Three growers have already removed their details from the recruitment portal having successfully recruited their labour for the summer

Ali Capper“We have the perfect fruit. Changing consumer shopping habits, including now going to the supermarket once a week, suits apple and pear purchasing very well. Apples are the perfect solution for

consumers looking for a healthy option to have at home”

Promotional PlanAn Apple A Day

• Gut health and immunity, along with snacking, snack swaps and sustainability will remain our key messages

• As the government highlights how diet and wellbeing can help fight COVID-19, apples offer consumers a

healthy and nutritious snack

• British retailers can reinforce this message by making British apples and pears even

more visible to shoppers

2020 season launch• British Apples and Pears is partnering with the famous apple

lover and chef Raymond Blanc OBE to launch the 2020 season

• To coordinate promotional campaigns, all retailers should now commit to their own apple promotion to launch the season on the 5th October

• The final campaign, to be shared with retailers in advance of the season launch, is designed to drive sales through consumer engagement.

We must continue to push the health benefits of apples

Do you think consumers understand the health benefits of choosing an apple a day?

Not enough people realise how healthy apples are

We have a long way to go to ensure everyone knows how healthy apples are

Most people know about the health benefits

24%28%

48%

Source: Retailers and other attendees of the BAPL webinar on 19th May 2020

Partnering with Raymond Blanc

• COVID-19 is presenting many challenges, but British apple and pear growers are up for the challenge and will find solutions

• British Apples and Pears together with the National Farmers Union, British Summer Fruits and the British Growers Association have briefed John Pelham of Andersons to collate and articulate additional costs that are or will be incurred this season

• COVID-19 has affected costs in packing houses, recruitment and training across the sector, but new ways of working are being implemented to ensure the safety and wellbeing of all workers

• British Apples and Pears is keen to see more backing from the government to support British farmers and British produce

COVID-19 IMPACT2

Labour needs are a concern

• 70,000 workers are needed in British Horticulture each year• 10,000-12,000 workers are needed for apples and pears• The current immigration bill is unsuitable for British agriculture• We are working with the government on the expansion of the

seasonal worker scheme, whilst looking to recruit British pickersRetailer support is critical

• We invite all our retailers to share our social campaigns on their channels

• We want every retailer to get behind British Apples and Pears this year

• We want retailers to showcase the British origin of produce both instore and online

• We invite retailers to run instore sampling for the start of the season

BAPL – THE FUTURE3 Ross Goatham“Our best and core market for apples and pears is here in the UK.”

Our terroir and climate mean that our apples are outstanding. We are determined to succeed and are investing in the future, but we need to work together with retailers and government, and we need consumer support. We are ready and able to supply British fruit for a full 12 months. However:

New season fruit will be widely available from 5th October 2020. Let’s make sure we celebrate that in store.

Tony Harding“We grow a wide selection of varieties, including sweet, tart,

cooking and snacking apples, something for everybody”

What would you do to deliver the biggest impact on British Apple and Pear sales this year?

Aisle-end displays needed to drive apple and pear sales

Clear British origin online

Aisle end displays

Union Jacks

Instore sampling

16%

19%

21%

43%

Ali Capper“Over £1 million has been invested to drive consumer demand for British apples and pears in the last three years. And we have plans

to spend even more to achieve our mission.”

britishapplesandpears.co.uk

Source: Retailers and other attendees of the BAPL webinar on 19th May 2020