Successful British top fruit production, marketing and retailing will be judged by even closer levels of integration in future seasons, believes  Andy Sadler, managing director of Norman Collett Ltd.

"The industry is already set on this path recognising the need to exchange information along the entire chain," he says.

"I expect to see an even stronger link which will I hope to give both consumers what they want and maximise returns to ensure fruit growing remains profitable”.

“We are already seeing the value of sharing technical information across the whole spectrum.  It starts with encouraging the investigating the potential of exciting new dessert varieties and the use of use of improved cultural techniques to lengthen the season”.

"As new varieties are assessed there is the additional goal of reducing pesticides and to assess their performance in a variety of storage regimes to ensure the highest quality product, with the potential to extend the British season.

Norman Collett Ltd represents some 50 specialist producers, predominantly from Kent, the core of whom are the members of Mid Kent Growers.

In the 2007-2008 season Colletts expect to sell some 2 million trays of apples and pears to a range of major multiples as well as the wholesale market; this figure represents an 11% increase in fruit marketed year on year.

There is already a well established company blueprint giving credence to Andy Sadler's philosophy which reflects a changing industry.

For instance, Nigel Jenner, technical director, is already playing a key role leading  Collett's variety and storage trials.  Assessing and trialing new techniques spreads from its role as one of the supporters of the work carried out by BASF and Bayer CropScience  to being one of the first companies to adopt SmartFresh and eliminating the need to drench.

"While all these activities influence and support our growers, they are ultimately designed to widen the range and increase the flexibility of our sales desk," he explains.  

"The historic basis of our growers' production has been Cox, Gala, Bramley and Conference, "he says "but things are changing."

"Cox will never shrink to become a niche market in my view because we represent some real specialists. However, looking at all varieties overall total production volumes will double over the next five years.

"There will be greater emphasis on Gala and Braeburn, with Cameo and Rubens now coming into commercial bearing. All planting has taken place in the best areas, with selection very much influenced by what our retail customers are telling us”.

And further down the pipeline there are newcomers in waiting. Modi - a block dark red conical apple bred from Gala and Libertine will be available in limited quantities next season. Beni Shogun, a Fuji clone with a soft blush, rather than the continental brick red tones, resembling the original parent grown in China will be sent out for sampling for the first time in 2008.

There are also five unnamed promising red apple varieties and three red and blushed pears under trial across the six UK sites which Collett oversees on a partnership basis with its growers.
These sites have already become the centre of attraction for the whole membership, as well as retail buyers and their technologists during their regular visits.

"This direct connection at the earliest stage represents another critical aspect,” says Sarah Calcutt, business development manager.

"Our collective views form the basis of an assessment which takes several seasons, but everyone is aware of the decision making."

This attention to minute detail is also the cornerstone of annually assessing each seasons' total crop is the basis on which sales programmes can established and backed by tailor made promotions

Calcutt views the recent rise to prominence of grower focussed promotional materials is an essential part of the rise in popularity of British fruit. “consumers are more aware than ever of where their food comes from, extensive market research shows that show clear provenance encourages sales”.  Plans designed to give growers direct prominence are laid months ahead, next season, for example, Booth's will be profiling 3 generations of the Chambers family as part of an in-store promotional campaign; linking the consumer to one of the producers of their British apples.

Collett’s have been very involved with the Tesco South Eastern procurement team, George Chambers, along  with Nigel Bardsley and Sarah Neaves feature on Tesco's Kent apple packs, while John Leigh-Pemberton will now be ‘the face’ of Kent cherries and plums this season.

Somerfield have chosen John Evans, from J A Colthup and partners to be featured as a producer of English Gala, the farm profile will appear together with a photographic calendar of a year in a Gala orchard in its consumer magazine in September.

"These are all facets of an industry which has changed beyond recognition," adds Dean Tunbridge, commercial director.

“A fruit marketing company today has to have detailed crop information at its fingertips twenty four hours a day to respond quickly. Growers and retail customers expect clear and concise answers. The good news is that exchanges are very much a two way street for everyone's benefit. "

And while much of these discussions inevitably take place behind closed doors, Norman Collett also plays its part in supporting the broader industry scenario sponsoring events such as the National Fruit Show and Fruit Focus.